takao umehara portfolio 2015 spring edition

Takao Umehara : Innovation & Design Strategist / Creative Director

email: [email protected]: 917.302.6907address: 99 Portland Place, Staten Island NY 10301

updated 07/23/15

Hi.I’m Takao Umehara.

I work in a range of branding, design strategy, experience design, interaction design, innovation strategy & business model design.

I am a hybrid innovator who believes in a power of design.

branding, design strategy, experience design, interaction design, innovation strategy & business model design

Design Strategist / Creative Director Takao UmeharaBranding

Coca Cola Global BrandingYear:

Team:

Role:

Contribution:

2003-2005

Brand Integration Group in Ogilvy & Mather: designer : Barry Deck ,Takao Umehara, Peter Kaplan, Leigh Okies, Ali Madad, Apirat Infahsaeng

Art Direction, Visual Design

I was part of the team as a graphic designer to develop visual language for future Coca Cola Global Branding. It was meant to get introduced in 3 to 8 years

span and the plan was to gradually introduce hand drawn graphic elements in Coca Cola’s expression as of 2004.

Design Strategist / Creative Director Takao Umehara

Progressive DRIVE Auto Insurance Branding

Branding

2003-2005

Brand Integration Group in Ogilvy & Mather: designer : Barry Deck ,Takao Umehara,

Peter Kaplan, Leigh Okies, Ali Madad, Apirat Infahsaeng


I was a part of team in Brand Integration Group in Ogilvy & Mather NYC and Takao

contributed creating visual strategy and designed collateral for auto insurance agency

business called ‘drive’.

Year:

Team:

Role:

Contribution:

Design Strategist / Creative Director Takao UmeharaBranding, Packaging

Year:

Team:

Role:

Contribution:

2008

Global Design Strategy Group, Johnson & Johnson


I was part of the team to deliver few directions for new packaging design for various products

Johnson & Johnson Packaging


Year:

Team:

Role:

Contribution:

2006

Anomaly NYC


Beverage Partners Worldwide (BPW) is the joint venture partnership between The Coca-Cola Company and Nestlé. BPW created many new concept for

beverages. I was a senior designer in Anomaly NYC and he contributed coming up several design strategy for their new product lines.

Packaging Design

Beverage Partners Worldwide (BPW)


Year:

Team:

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2009

Creativity is everywhere / Chakotaco

Strategy, Creative Direction, Visual Design

Xact Technologies was about to launch new product brand ‘Xact | Trax’, a GPS tracking device for people (such as an elderly parent, a child or a teen driver)

and property (such as pets to recreational vehicles and construction equipment). I conducted branding workshop and developed the visual language of this

brand. Since they use geofence technology (a virtual perimeter for a real-world geographic area.), I used this geofence as a key visual concept and employed

Xact corporate red color. Use of Xact Red and white helped make their packaging stand out from a shelf at the retail environment.

Branding / Packaging Design

GPS TRACKING : XACT | TRAX


Year:

Team:

Role:

Contribution:

2008

Creativity is everywhere / Chakotaco

Strategy, Creative Direction, Visual Design

A Japanese soup curry restaurant chain approached us to develop a new brand for US market. Design challenge was to come up with branding that would

be easy to understand by people in the United States but convey authentic Japanese soup curry. I conducted a branding workshop to solidify the new

brand direction and helped them to come up entire branding from naming, logo, visual language, store front (facade) and packaging design.We conducted a

branding workshop to solidify the new brand direction and helped them to come up entire branding from naming, logo, visual language, store front (facade)

and packaging design.

Branding / Packaging Design

Soup Curry Restaurant “Yakumi”


Year:

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Exhibition Design

Motorola Exhibition Design for 3GSM (France), CeBit (Germany) and CTIA (United States)2003

Brand Integration Group, Ogilvy & Mather (Los Angeles)


I was part of team in the Brand Integration Group in Ogilvy & Mather Los Angeles branch. I contributed as a designer and helped coming up design for

three major trade shows, including 3GSM (France), CeBit (Germany) and CTIA (United States). I came up with a concept for creating many creature from

photo collage of each mobile phone product. This concept contributed as a main visual component to create the entire trade show design. Animation was

also created with this graphic concept.


Year:

Team:

Role:

Contribution:

Packaging Design

DuPont Global Packaging System2006

Brand Integration Group, Ogilvy & Mather (NY)


I functioned as a designer in the Brand Integration Group, Ogilvy & Mather (NY) .

I contributed creating a versatile system that would accomodate any shape and size of packages. The challenge was the numerous size and shape

differences and we created a mathematical solution to define key elements of the package. We solve this problem by creating a mathematical formula that

would define the height of the DuPont logo, and relationship with other information, graphic elements were defined with this formula. We added some

flexibility for designer to judge based on the project.

Design Strategist / Creative Director Takao UmeharaPackaging Design

Scalable Packaging Graphic SystemYear:

Team:

Role:

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2010

Takao Umehara (at Anomaly New York)

Design Strategy and Design

I created many concepts for beverages and contributed coming up several design strategy for their new product lines.

New beverage is called “Bodi ” and its challenge was ongoing growth of product portfolio. Instead of defining packaging

design in fixed manner, I came up with a graphic system that allows to have unlimited number of drinks within this Bodi

brand. I defined that each beverage would come with four sets of attributes such as ‘strength’, ‘stamina’, ‘release’ which

would come from ingredients. I gave a unique form for each attribute that would be used for collage to produce design for

packaging. This system resulted as a scalable packaging system that allows any number of product line to be added.

Design Strategist / Creative Director Takao UmeharaBranding Environmental Design

ABSOLUT Vodka Retail DisplayYear:

Team:

Role:

Contribution:

2011

Creative Direction: Stag&Hare. Graphic Design: Takao Umehara, Industrial Design : BRAD ASCALON STUDIO


I joined a team of Stag&Hare to come up with an exceptional experience that would enhance a brand of Absolut

Vodka in retail environment. We collaborated industrial designers to come up with our proposal.

Design Strategist / Creative Director Takao UmeharaBranding

SAT RebrandingYear:

Team:

Role:

Contribution:

2010

Takao Umehara (Creative Director), 1 Senior Designer, 1 Flash designer, 1 Junior designer, 1 account management

Creative Direction, Design Strategy, Visual Design, Web Interface Design

I led a creative team and created a design strategy for their relaunch of the brand. Takao delivered wide range of design:

brand guideline, email template, website, booklet covers for exam and instruction, direct mails. online media strategy and

strategy for improving physical test center environment.

Design Strategist / Creative Director Takao UmeharaPresentation Design

Year:

Team:

Role:

Contribution:

2011

Takao Umehara (Art Direction and Design), Original Program (Motion Design)

Art Direction, Visual Design, Interface Design

I did art direction and design for two TED presentation for Jeff Carter for his vision of next

generation Internet security technology. I also art directed motion graphics.

TEDxEAST, TEDxKC Presentation Design

http://vimeo.com/43882305http://vimeo.com/48541606http://www.youtube.com/watch?v=Vs8EpSd9ZOghttp://www.youtube.com/watch?v=Fk1LVGX64QE

W G E N D E S I G N M E T H O D

T W I N P E A K S

P L A N B U I L D

e x p l or e s y n t h e s i s

s y n t h e s i se x p l or e

R E S E A R C H D E S I G N

The mission of WG DESIGN METHOD is to deliver clear method that we as entire company can unite to create meaningful solutions in educational arena. This method is based on human centered design,which aim to translate observations into insights and insights into products and service that will improve lives of people.

Contextural ResearchDefine Goals

Define Preliminary PlanScopeBudgetSchedule

Interaction Design ResearchVisual Design Research

Extract Needs, Problems, Goals, Frustrations

Brainstorm Solutions

Write future scenarioBuild Personas

“How might we ...”

WHY IS IT MATTER TO US?BUSINESS VALUE

WHAT ARE WE TRYINGTO ACHIEVE?

HIGH LEVEL GOAL

WHO ARE WE HELPING?TARGET USERS

WG Agile Method

Making sense of collected information / data

Rapid Prototyping• Storyboard• Interface Sketch• Role Play• Model• Diagram

Product Branding

Visual Design• Moodboard• Typeface• Color Pallet• Graphic Elements• Logo

Interaction Design• Wire Frame• Interaction Behavior• Information Architecture

Usability testfor productfor visual direction

Frame areas ofopportunities

creating stories for each persona’s ideal experience and describe in a narrative format

Product StrategyAttributesNaming

DESIGN CHARRETTE

Build product concept

Library

Think Tanks

IndividualWork Areas

Workshop

Anywhere

Studio

Living Rooms

War Rooms

Shelters

Townhall



Year:

Team:

Role:

Contribution:

2011

Takao Umehara, Mo Riza, David VanEsselstyn

Art Direction, Design

I worked on establishing clear design methodology and work process in Amplify with aim to transform the company from

engineering driven to design driven company. Based on Human Centered Design approach, we have developed this ‘Twin

Peaks’ diagram and propagated throughout the company.

Framework Design

Design Methodology development (Twin Peaks)

A M P L I F Y D E S I G N M E T H O D

T W I N P E A K S

P L A N B U I L D

e x p l or e s y n t h e s i s

s y n t h e s i se x p l or e

R E S E A R C H D E S I G N

The mission of Amplify DESIGN METHOD is to deliver clear method that we as entire company can unite to create meaningful solutions in educational arena. This method is based on human centered design,which aim to translate observations into insights and insights into products and service that will improve lives of people.

Contextural ResearchDefine Goals

Define Preliminary PlanScopeBudgetSchedule

Interaction Design ResearchVisual Design Research

Extract Needs, Problems, Goals, Frustrations

Brainstorm Solutions

Write future scenarioBuild Personas

“How might we ...”

WHY IS IT MATTER TO US?BUSINESS VALUE

WHAT ARE WE TRYINGTO ACHIEVE?

HIGH LEVEL GOAL

WHO ARE WE HELPING?TARGET USERS

Amplify Agile Method

Making sense of collected information / data

Rapid Prototyping• Storyboard• Interface Sketch• Role Play• Model• Diagram

Product Branding

Visual Design• Moodboard• Typeface• Color Pallet• Graphic Elements• Logo

Interaction Design• Wire Frame• Interaction Behavior• Information Architecture

Usability testfor productfor visual direction

Frame areas ofopportunities

creating stories for each persona’s ideal experience and describe in a narrative format

Product StrategyAttributesNaming

DESIGN CHARRETTE

Build product concept

Twin Peaks Design Development Methodology for Amplify

Design Strategist / Creative Director Takao UmeharaToolkit design

Year:

Team:

Role:

Contribution:

2010 – 2012

Takao Umehara

Research, Content Authoring, Art Direction, Design

While working in Amplify (Wireless Generation), I took self initiative to conduct research and develop a toolkit with an aim to educate

our newly developed brainstorm method rapidly throughout the company. Today, this toolkit has been used by various people and

teams in Amplify Insight.

Design Charrette (Workshop) Toolkit

Design Charrette Toolkit for Wireless Generation / Amplify

Design Strategist / Creative Director Takao UmeharaToolkit design

Year:

Team:

Role:

Contribution:

2011-12

Takao Umehara

Research, Strategy, Art Direction, Visual Design

I took initiative to start an effort to assist each product teams to have a strong foundation in product

branding strategy so that teams will clearly understand the purpose of their projects. This is a toolkit for

non-designers to understand the entire process, especially for product owners.

Product Branding Toolkit

Product Branding Toolkit for Wireless Generation / Amplify

Design Strategist / Creative Director Takao UmeharaAmplify Cambridge Office Design : Design Strategy, Experience Design, Interior Design

OverviewEmployees at Cambridge office in Amplify had overgrown and need to move to a larger office space.

Head of Cambridge office approached to design team and I was assigned to come up with design proposal. I approached from conducting user research and developed insight how employees use space, their goals and frustration. One of the main goal was to create a highly collaborative space while

giving enough sense of privacy.

I also considered applying Amplify branding into the new space. In order to create a successful space, I also applied few space design theory, such as Office Space Taxonomy (O+A Architects), MAKE SPACE (d.school)for space, and 7 spaces by Evan McIntosh.

Year:

Team:

Role:

2013

Takao Umehara, Landload, GKV Architects, Facility Manager

Research, Strategy, Interior Design, 3D CAD, Project Management

Before construction

Office Space Experience Design


key design criteria

Activity Map for identifying type of activities taken place in Cambridge office space

editors

debbie reckceo

it

ELA curriculum team

writers

reviewers

student work

admin

temporary desk

trainers

ela director

designer

implementation

not at desk all times(assign desk until, we run out space)

writer

dancoleman

davido’connor

Team Structure of Cambridge office employees

Meeting rooms

Private Area

Prototyping room

Video/photo studio

Whiteboard area

Individual desk

Individual ActivitiesOpen Public Area

Closed Group Area

collaboration

All employee meet-ing

ResourceAccess to resource/materials

Access to libraries

Event

capture ideas on

listen to music in public speaker

make private calls

private meeting

polycom

rapid prototyping

rapid prototyping

Store Paper / Books

Work at free spacewith laptop

makte Xerox copy

print out

email

call

voice type

lesson writing

display via projector

Buffer (transition)

Gallery space

Mail/Copy Area


walking in / out of office

go to Xerox machine

walk to kitchen

walk from my desk to conference room

Social interaction

Get inspirationBrowse other projects

green: Activity

Feel it’s my place

Contrast between spaces

Warm

Solitude

Cozy

Creative

Entrance

Branding spaceReception space

Understandwhere to go

enter as guest

hang coat / bags

enter as employeeenter as delivery

Playful

WelcomingCreative

Energetic

Focus

Non-Work space

Kitchen

Cafe / Lounge

Quiet Room


eat

drink

pray

relax

work out/ yoga / stretch

take a nap

nurse / mom’s stuffplay game

kids playbring family

take break / refreshment

Refreshment

Cafe like

Quirky

PlayfulCozy

Current office space in Cambridge, MA

Solution should provide lots of opportunity for people to collaborate on whiteboard surface

Solution should provide all employee to relax, hang out and eat lunch and communicate casually.

Solution should provide variety of working space besides their personal desk.


Applying Branding into Space

optimistic

friendly

straightforward

simple

In the middle of this project, our company brand changed from Wireless Generation to Amplify, and new brand guideline was released. I incorporate branding aspect into the space design.

Color study of Amplify brand colors in spaceAmplify Brandcolor pallet

Amplify Brand Tone of Voice


Design Proposal

Amplify Cambridge Office Design : Design Strategy, Experience Design, Interior Design

The client from Cambridge office and I worked closly to exchange ideas.

I combined researching findings, design criteria, space branding, space design theories and went through iterative process to come up with zoning plans.

3D rendering (Sketch up)

Library

Think Tanks

IndividualWork Areas

Workshop

Anywhere

Studio

Living Rooms

War Rooms

Shelters

Townhall


Actual Implementation


Year:

Team:

Role:

OverviewQuests turn academic exercises and skill drills into immersive adventures—enabling teachers to combine the rigors of precise textual analysis with the pleasure of reading for suspense and discovery. By weaving through the role-playing adventure a variety of intensive, targeted reading and writing exercises, each Quest teaches students the skills required by the Common Core Standards:

• Closely read complex fictional and nonfictional texts

• Use textual evidence to build rigorous arguments• Grow comfortable working with primary sources

presented in diverse formats and media

Based on the work of neuroscientist Oliver Sacks (The Man Who Mistook His Wife for a Hat), our team came up with immersive learning experience. I took in charge of creative lead and function in both strategy and design. I also often facilitated brainstorm sessions.

2012-2014

Takao Umehara and, 2 ELA Writer, 4 Engineers, 1 Three-D modeler/Animator, 2 Researcher

UX Design strategy, UX Design, Art Direction, Visual Design, Content Strategy

Perception Academy Quest

Introduciton Movie

Watch Intro Moviehttp://goo.gl/o3ZW46

Perception Academy Quest : Immersive Learning Experience for Middle School ELA Classroom

Design Strategist / Creative Director Takao UmeharaPerception Academy Quest

In Classroom

Design Strategist / Creative Director Takao UmeharaPerception Academy Quest

Final User Interface Design


Year:

Team:

Role:

OverviewBased on the history of American Declaration of Independence, this Quest was designed as a 4 – 5 days immersive leaning experience where students take roles as delegates and learn opposition and support for going independent as a country. Students go through series of activities of reading each role’s introduction speech, use news paper scraps for building one’s essay.

2014-2015

Takao Umehara and, 2 ELA Writer, 2 Engineers, 1 Three-D Designer/Animator, 2 Researcher

UX Design strategy, UX Design, Art Direction, Visual Design

Declare Yourself Quest

Declare Yourself Quest : Immersive Learning Experience for Middle School ELA Classroom

Design Strategist / Creative Director Takao UmeharaDeclare Yourself Quest

Declare Yourself Quest : Immersive Learning Experience for Middle School ELA Classroom


Year:

Team:

Role:

OverviewBased on the history of Viking, we have developed a 5 days learning experinece to learn about Vikings and remember some geographic relationship. At this Quest, students take roles as Viking men and they travel one island to another and explore each land. The aim is to return to home land, Scandinavia to settle down. Engagement of this Quest is quite high and

2014-2015

Takao Umehara and, 2 ELA Writer, 2 Engineers, 1 Three-D Designer/Animator, 2 Researcher

UX Design strategy, UX Design, Art Direction, Visual Design

Viking’s Journey Quest

Viking’s Journey Quest : Immersive Learning Experience for 3rd Grade Elementary School ELA

Design Strategist / Creative Director Takao UmeharaViking’s Journey Quest

Final User Interface Design

Interface Design Design Strategist / Creative Director Takao Umehara

Body Simulation for ScienceYear:

Team:

Role:

Contribution:

2011-2012

Takao Umehara, Todd Rawson, Mo Riza


I handled the entire design for the control panel for Body Sim app. I dealt from sketching to digital

rendering to finalization of each icons that work together as a family.


Vitamin Lesson PlannerYear:

Team:

Role:

Contribution:

2010

Takao Umehara, Mo Riza

Art Direction, Visual Design, Interface Design

I led from concept to finish.


Year:

Team:

Role:

Contribution:

2011

Takao Umehara, Lenny Drozne


I worked with other senior designer to develop a concept for converting Phineas Gage book into digital

learning experience. I took lead on concept development as well as visual interface design.

Learning Tool for ELA


Observational reading assessment app for grades K–5 (for iPhone)Year:

Team:

Role:

Contribution:

2011

Takao Umehara, Jeanette Fricke (product owner), Joe Minkiewicz (prototyper)


Jeanette Fricke approached to me to solve some interface issues for Reading 3D when porting the

application from Palm Pilot to iPhone platform. I had developed dozens of interface concept and created

working prototype (by a prototyper)

http://www.amplify.com/assessment/mclass-reading-3d

Design Strategist / Creative Director Takao UmeharaBook Authoring

Strategy for Divergent Thinking, book “Extra•Ordinary”Year:

Team:

Role:

Contribution:

2005

Takao Umehara, Hisako Ichiki

Book Content development, Art Direction, Photography, Publication Design

My design partner Hisako and I worked together to author this book. This book aimed to encourage readers to unleash

their creativity through showing re-purposed definition of each objects / products that surround us in daily life.

The book is available at Amazon.com http://amzn.to/141XaJ2

Design Strategist / Creative Director Takao UmeharaWorkshop for Redesigning Yogurt Experience

Workshop for Redesigning Yogurt ExperienceYear:

Team:

Role:

Contribution:

2011

Takao Umehara, Chris Schnaars

Workshop design and facilitation

I worked with another UX designer to develop and implement a 3 hours workshop to learn Design thinking process for designers.

I set our theme to redesign a yogurt experience and teams came up with exciting unique ideas.

Hear>Dream>Create design process that I developed for the company


1: We reframed the business goal into humanistic goal

5: We had brainstorming session to come out with crazy solutions

2: We observed eating yogurts

Everyone ate and observed how people eat yogurt and took notes on Postits.

6: We discussed our solutions for HMWs& Voted for best ideas.

We had deep discussion based on our ideas for HMWs and everybody voted their best ideas.

3: We shared what we observed and categoriezed Postits.

We organized the post-it notes into P-O-I-N-T (P: Problem, O: Opportunity, I: Insights, N: Need, T: Theme) framework

7: We had fun making prototypes!

Each team tackled to create paper prototypes based on winning voted ideas.

4: Dream phase: We sought our oppotunities

Based on themes we came out with, we created many opportunities in form of “How Might We .... “

8: We presented each other and received feedback!

Based on themes we came out with, we created many opportunities in form of “How Might We .... “


Prototype: Sustainable Packaging “Eat & Seeds”Entire package is made with biodegradable material and flower seeds are embedded within. After finishing the yogurt, consumer can plant seeds by putting this package under soil. It come with a stick that indicates the name of the plant.

Prototype: Entertainment Packaging “The Shake & Suck” Transparent container allows an capsule to see through the package. You will stir and allow this capsule to break and mixed into the yogurt. The process of stirring and breaking the capsule, one will enjoy the color shift of the yogurt.

Prototype: Entertainment Packaging “The Bartender” Before eating, you will first shake the container up and down. Then flavor 1 on top and flavor 2 on bottom cup get mixed. This is called ‘Bartender’ because of the process of mixing.

Prototype: Spoon “Bracelet”There is a rounded soft spoon attached on bottom of the package. After eating, you can use this spoon as an bracelet. Adding value on spoon.

Prototype: Entertainment Packaging “The Reward” On the bottom of the yogurt, you will find some item as an reward. Each time you buy a yogurt, you will find something different.

Prototype: Entertainment Packaging “The Rip” A string is attached to added flavor capsule. Before eating, you will pull the string and this capsule will be released and get mixed with the yogurt.

Design Strategist / Creative Director Takao UmeharaBusiness Innovation

Business Innovation / Lean Product Planning Year:

Team:

Role:

Contribution:

2013

11 Participants, 3 Workshop Facilitator, 2 Designers (for presentation)

Research, Ideation, Business Pitch, Lean Product Planning, Presentation for News Corp Chief Executive.

I participated in business innovation initiative workshop and went through the entire process from research,

problem definition, ideation, business pitch and building of lean product planning. We have presented to the CEO.

Photo of meeting / visiting many founders of food start up companies.

Process of Lean Product Planning Final Presentation


Workshop for Design / Hackathon for Non Profit OrganizationYear:

Team:

Role:

Contribution:

2013

Takao Umehara, Nelson Lo, Tom Mudget

Workshop Design lead and Facilitation

I helped non profit organization NYCpublic.org to host a workshop to imagine a digital tool that would help

parents work together across barriers. I was able to develop new frameworks by utilizing Doblin’s Ten Types

of Innovation. Participants (designers, parents, teachers, engineers) spent three full days to go through from

observation to ideation and rapid prototyping.

Workshop Design & Facilitation for NYCpublic.org

Workshop PlannerIn designing the workshop, we wanted to establish a common language that would allow all participants to collaborate. Democratization is central to our work, so at every level, we wanted to make sure that non-designers could contribute equally with designers.

This crowdsourcing / co-creation process generated ideas that went far beyond those the NYCpublic staff had previously envisioned.

One challenge the strategic designers gave themselves was to design each activity as clearly as possible so that it would not require a lengthy explanation.

Design Strategist / Creative Director Takao UmeharaWorkshop Design & Facilitation for NYCpublic.org

Workshop Planner

Design Strategist / Creative Director Takao UmeharaWorkshop Design & Facilitation for NYCpublic.org Design

Innovation Tactics Keywords fromTEN TYPES OF INNOVATION by Doblin

Features

Desirable Outcomes

new feature

new feature

Ideation Matrix Worksheet PosterBy comparing two variables, participants will come up with features

Framework and WorksheetsWell designed frameworks enable participants to generate ideas in a disciplined manner. It is a method to visualize that allows participants to access their tacit knowledge and idea in organized manner.

Worksheets are designed to allow participants to jump into activities to create outcomes that design strategist envisioned for each stage.


DISRUPTION CARD

Many parents sign up for listservs, but do not participate beyond that

DISRUPTION CARD

Many parents don’t know what is happen-ing in other schools

DISRUPTION CARD

Is there a way to make this fun for parents?

DISRUPTION CARD

Many parents want to remain anonymous

DISRUPTION CARD

Often one or two parents do all the work

DISRUPTION CARD

Many are new to social media

DISRUPTION CARD

Many parents have never organized

DISRUPTION CARD

Parents have massive responsibility already to take care of their children

DISRUPTION CARD

Smartphones are getting cheaper enough for low to mid income families

FOR ISSSUE

SOLUTION SHOULD(achieve this outcome)

NAME OF YOUR IDEA

SHORT DESCRIPTION

SKETCH

Worksheet for creating scenario / sketchbased on features

Worksheet for creating Desirable Outcomes

Disruption Cards Digital Keywords


During the Workshop


Example of Participants’ Outcome (Sketches, Wireframes and Working prototypes)


BUSINESS INNOVATION CARD DECKYear:

Team:

Role:

Contribution:

2014 Takao Umehara

N/A

Strategist

Based on Doblin’s Ten Types of Innovation, I made modification and created a card deck that would be used

together with other brainstorming methods.


BUSINESS MODEL VISUALIZATION WORKSHOPYear:

Team:

Role:

Contribution:

2014 Takao Umehara

N/A

Strategist

I teach and coach people, team and organization for business model visulization tools.

What Key Activities do our Value Propositions require?

Our Distribution Channels?

Customer Relationships?

Revenue streams?

What Key Resources do our Value Propositions require?

Our Distribution Channels?

Customer Relationships?

Revenue Streams?

Through which Channels do our Customer Segments want to be reached?

How are we reaching them now?

How are our Channels integrated?

Which ones work best?

Which ones are most cost-efficient?

How are we integrating them with customer routines?

For what value are our customers really willing to pay?

For what do they currently pay?

How are they currently paying?

How would they prefer to pay?

How much does each Revenue Stream

contribute to overall revenues?

What are the most important costs inherent in our business model?

Which Key Resources are most expensive?

Which Key Activities are most expensive?

What value do we deliver to the customer?

Which one of our customer’s problems are we helping to solve?

What bundles of products and services are we offering to each Customer Segment?

Which customer needs are we satisfying?

What are actual product and / or services that get delivered to customers?

For whom are we creating value?

Who are our most important customers?

Consider listing up more than one stakeholder that you are making any impact.

What type of relationship does each of our Customer Segments expect us to establish and maintain with them?

Which ones have we established?

What are fears, frustrations and obstacles?

Who are our Key Partners?

Who are our key suppliers?

Which Key Resources are we acquairing from partners?

Which Key Activities do partners perform?

Network

What are wants / needs?

What are measure of success?

Customer Gain

This “busienss model canvas plus” is created by Takao Umehara, creativity is everywhere llc. (http://www.creativityiseverywhere.net) Inspired by Business Model Canvas (http://www.businessmodelgeneration.com/downloads/business_model_canvas_poster.pdf) This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License.

Direct Users Purchaser Others

Customer Engagement

Brand

Channels

Activities / Processes Product / Service

Resources,Structure & System

Value Proposition

Cost Structure

Customers & BeneficiariesService

Customer Pain

Revenue Streams

VERSION 02


SCAMPER BRAINSTORMING CARD GAMEYear:

Team:

Role:

Contribution:

2014 Takao Umehara

N/A

Strategist

Based on SCAMPTER brainstorming framework, I have developed a card game for brainstorming session.


PICTO BUSINESS MODEL DESIGNYear:

Team:

Role:

Contribution:

2014 Takao Umehara

N/A

Strategist

I extensively use Pictogram for business model design. This allows team to quickly

prototype many business models. Together with Business Model Canvas, this is highly

useful visual tool for business model design.


6-12% of Sales

Service FeePayOut

How I currently work at Amplify

R&D for technologyConcept DevelopmentExperience DesignVisual DesignUser Experience Design

Workshop ToolkitBranding ToolkitCreative Thinking ToolkitBusiness Model Design Toolkit

50% 50%

Innovation &BusinessStrategy

LearningExperience

Design

max to 80%

design team x 6

development team x 5

playwrites / ELA experts x 3

project manager x 1executive creative director/ chief innovation

working with

working with

createhypothesis(concept)

test onpeople

buildprototype

learnfromtest

refine

• Information Architecture• Wireframe• Interface Design• Visual Design• Design Strategy• Audio Recording / Engineering• Art Direction (for implementation)

• Conduct usability test• Observe at classrooms• Photo/Video documentation• Participate in Teachers/Students interview


Process

• Facilitate refinement brainstorming• Define criteria and find appropriate features

• Facilitate Brainstorm session• Contribute crafting learning experience• User Experience Mapping• Visual Facilitation on whiteboard• R&D for possible technology

How I work

Thank you for reviewing my work.I appreciate for your time.

Wade ConvayCreative lead at Google InteractiveE [email protected]

Relationship: Former Classmate at Art Center College of Design..................................................................................................................................................................Mohammad RizaExecutive Creative Director / Innovation DirectorAmplify Insight.E [email protected]

Relationship: Current supervisor at Amplify...................................................................................................................................................................Jeff SilvaDesign ManagerJohnson & Johnson / Global Strategic Design Office T 212 524 5598M 917 428 7748E [email protected]

Relationship: Collaborated on several design project at Johnson & Johnson..................................................................................................................................................................Hisako IchikiCreative Director, ArchitectChakotaco Inc / Bunch DesignM 213-840-1209E [email protected]

Relationship: Collaborated on numerous design projects..................................................................................................................................................................Jeff CarterChief Strategy OfficereyeLock, IncM 917-301-2945E [email protected]

Relationship: Client of Takao Umehara for TED presentation design

Professional ReferenceResume

> Professional ExperienceRole Creative Director / Design StrategistDuration 2010 April-Current Company Creative is Everywhere, LLC.Responsibility Art direction, Workshop design, New Business Development, Client management, Team management, Project management and Design

Role Art Director / Design Strategist Duration December 2009—Current Company Amplify Education, Inc.Responsibility Development of Branding toolkit, Design methodology (HCD approach), Innovation Strategy, Workshop Design and facilitation, Concept Development for digital/non-digital learning experience, UX design strategy, Information Architecture, Art direction and design for User Interface, Data visualization, Office Space design, 3D Augmented Reality

Role Design Strategist Duration September 2013—Dec 2013 Company News Corporation Responsibility Participation in New Business Innovation Lean Product Planning, Presentation to Chief Executive Officer

Role Creative Director / Art Director Duration August 2006—March 2010Company Chakotaco Inc. Client Johnson & Johnson, Interbrand, Stag&Hare, Turf New York, Xact TechnologyResponsibility Art Direction and Design for Thompson Reuters, Absolut Vodka, Tylenol Packaging, SAT

Role Senior Graphic Designer Duration March 2006—August 2006 Company Anomaly New York, USA Responsibility Design for New York Times, Assembly, Packaging Design for Coca-Cola, BPW, Virgin America

Role Senior Graphic Designer Duration May 2005—February 2006 Company Rockwell Group, Studio Red, New York, USA Responsibility Design for innovation for Coca-Cola China, Japan and USA, Innovation for Home Depot

Role Graphic Designer Duration November 2002—March 2003 (LA)Duration September 2003—March 2005 (NYC)Company Ogilvy&Mather | Brand Integration Group, USAResponsibility Design for Motorola 2003 Campaign, Motorola Trade shows 3GSM, CeBIT, CTIA, Branding for AT&T, DuPont, PROGRESSIVE, YAHOO!, Coca-Cola

> RecognitionSubject PublicationDuration January 2006 Responsibility Featured article of ”extra ordinary“ in design magazine “Design Quarterly”

Subject Book PublishingDuration March 2005 Company Rockport Publishers Responsibility Co-authored a book “extra ordinary”

Subject Award, First Place Duration 2002 Host Adobe Category Adobe Design Achievement Awards 2002, First place in the web category

> EducationSchool Parsons, The New School of Design Duration 2012-2014 (expected to graduate)Major Strategic Design and Management (MS)

School Art Center College of Design Duration 1999-2002Major Graphic Design, Branding (BFA)

School Keio University Duration 1994-1998 Major Policy Management (BS)

> SkillsDetail skills listed in next page

Software Adobe Products (Fireworks, Photoshop, Illustrator, InDesign, Premiere, Aftereffects, Dreamweaver)

Tech Basic Knowledge of Internet Server management, CSS/HTML5 , Familiarity of Programming (Perl, C)

Language Fluent in Japanese and English

> Sample worksPortfolio PDF http://goo.gl/glCCT6

takao umehara portfolio 2015 spring edition

Design

interaction design

experience design

power of design

new packaging design

global design strategy

visual strategy

im takao umehara

creative direction