VFS Digital Design is a highly multicultural program. We get students from all over the world. Being Chinese, I’m very interested in the educational experiences of our students from Mainland China, Taiwan, and Hongkong. I started meeting with them to capture and share their insights. As the first in my ongoing series of interviews celebrating Chinese New Years, Digital Design alumna, Teresa Chang, talks about her experience.
温哥华电影学院的数字媒体专业很具跨文化特色。这里汇聚了来自世界各国家、各地区的青年才俊。我很感兴趣 那些来自中国大陆、台湾地区和香港地区的学生们,他 们在这里的学习经历是怎样的。与他们逐渐熟识,也更 多分享他们的才智和学习历程。下面是我在数字媒体专业进行的系列采访中的一个人物,張庭昀,她分享了她在 数字媒体专业的学习感受。
Maggie Guo: Welcome Teresa. Can you tell me a little bit about yourself?
Teresa Chang: Hi Maggie. Thanks for chatting with me. I was born and raised in Taiwan. When I was 11, I moved to Canada. I graduated from Digital Design program in August 2011. Now, I’m a designer focusing on branding and interaction design. I am interested in fashion and making things beautiful and accessible. Prior to coming to VFS, I studied fine art and interior design which continually influence my design practice. I was fortunate enough to work at Blast Radius right after graduating from Digital Design Class 3, and my recent work with them includes Starbucks Fall 2011 for Mobile, Starbucks 2011 Holiday campaign, as well as Create Jobs for USA.
MG: How and when did you learn about the VFS Digital Design program?
TC: Five years ago, I was studying Visual Arts at UBC, and one of my friends who graduated from Digital Design told me that the curriculum was much more practical than UBC’s. This initially intrigued me. I finished up my degree at UBC because I had already completed a large part of the program and I knew it was my parent’s wish.
After graduating from UBC, I wanted to diversify my design skills and have a new experience, so I went to New York and studied at the New York School of Interior Design for a year. Interior design got me excited about designing spaces and interactivity, so I went back to Vancouver and applied to the Digital Design program.
張: 五年前我還在UBC讀视觉艺术(Visual Arts)時,當時在VFS DD03上課的朋友覺得DD課程比UBC的實際許 多,但父母希望我先讀完大學。
MG: What was your decision-making process in selecting the Digital Design program?
TC: Before I chose Digital Design, I did some competitive research and also looked at the School of Visual Arts in New York, and both the Art Institute at Kwantlen and Emily Carr University in Vancouver. The combination of a one-year intensive format, positive word of mouth, and the fact that grads get hired is what made me choose Digital Design.
張: 在选择DD之前,我还比較過纽约的视觉艺术学院,加拿大的昆特兰艺术学院还有同样位于温哥华的卡尔艾米 丽学院。因为DD的课程很紧凑,只需一年就能完成學位。而且看到許多DD的畢業生有很好的前途,在业界有很 好的口碑。这些都促使我最终选择VFS的DD课程。
MG: What was the thing you found most surprising about the program?
TC: The instructors here are so kind to the students and it’s a very collaborative learning process. The school is like a second home — I not only made many friends amongst my classmates but also with the teachers. Also, at the end of each term, almost every student would stay up in the classroom preparing for their final presentations in each course. It was so much fun to stay up together and we learned a lot from each other.
張:这里老師和同學和樂融融, 學校就像第二個家。我不僅交到很多同学好友,和老師也有很好的關係。有趣的是 每到學期末,全班同學就會在學校熬夜做最后的作品演示。常常有同學在教室裡睡覺, 每位同學都很努力,也 都是互相學習的對象。
MG: What are some of the best things about Digital Design?
TC: The well- designed curriculum, the excellent instructors and Teaching Assistants, and the diverse channels through which students can connect with the industry and start/grow their careers.
MG: If you could sum up the program in one word, what would it be?
TC: I would choose the word, “productive”.
MG: Please tell us about your graduate project?
TC: My graduate project aims to brand a cult fashion label called “Lace + Twine” and develop a unique and comprehensive shopping experience across both the physical and virtual stores.
The process included market research, a SWOT analysis, target audience profiling, creating user personas and user flows, building wireframes, developing brand positioning, and implementing store interface design. Every item in the Lace + Twine retail store has a QR code that can be scanned by the QR scanner on the Lace + Twine mobile application to query product and inventory information. Scanned items are saved on the application and purchasing directly on the phone is made simple and efficient. For non-smartphone users, mirror screens are implemented throughout the store providing similar functions. In the fitting room, there is a camera, activated only upon request for privacy concerns, to take snapshots of tried-on outfits, which can be shared on social media sites for feedback and comments.My graduate project focuses on designing the core concept and it is a framework that could be adapted into a retail business.
張: 我的毕业作品旨在打造时尚品牌“Lace + Twine” , 并通过结合现实空间和虚拟空间创造独特的购物体验。
创作的过程包括市场研究、 SWOT 分析, 目标人群调研, 个人用户体验设计, 网络页面设计, 品牌方向设计和店面 设计等。Lace + Twine 零售店中的每个商品都有一个QR码,通过扫描这个码能够应用手机软件迅速了解商品的 各项信息。被扫描过的商品能够存储在手机软件中, 这使得手机购物变得轻松便捷。在手机上扫描条码的时候 还提供一个镜子界面。在试衣间里,也有摄像机,根据用户的需要调节,既能保证私密性,也可以用快照方式拍 下来试衣服的效果,可以通过社交媒体发给朋友,交流对衣服的看法等。我的毕业作品主要专注于设计的核心理 念,以及这些理念构想能够如何真正植入现实的零售业中。
MG: Please tell us about your design contract role at Blast Radius?
TC: As a Production Designer at Blast Radius, I created production ready files for projects including Starbucks 2011 Holiday Campaign, Starbucks Fall 2011 Mobile Application, and Create Jobs for USA. I designed the layout for emails, Facebook tabs, website banner ads, as well as website pages.More importantly, I had the opportunity to participate in internal and client meetings and collaborate with agency partners, creative directors, designers and developers to envision and iterate concepts.
MG: What are your career aspirations and what are you doing now as an alumna?
TC: As a grad of VFS, I’m still amazed by the diverse opportunities that have opened up for me. After my time at Blast Radius, I am more convinced than ever to pursue my career at an international agency. At the moment, I am building upon the momentum of my work in 2011 to pursue work in larger markets in Asia, New York and London.
More specifically, I am now building up my experience in digital branding techniques for modern lifestyle brands. My aspiration is to be a successful creative director in these markets. I feel that Digital Design, with its thorough emphasis on personal development and a diverse industry network, has had an immeasurable impact on shaping my goals and has put them within reach.
張:作为VFS DD课程的毕业生,我很幸运能有这样丰富的设计创作机会。毕业后在 Blast Radius的工作不仅意味 着我有机会在一家国际化机构工作。 2011年我还在亚洲、纽约和伦敦等更广阔的市场开展工作。
更特别的是,我正在为打造数字化现代生活品牌而积累设计技术和经验。我有信心在这些领域的创意设计方面成 为一名成功的设计总监。我认为通过在DD的学习,我更侧重个人的发展,理解工业环境的多样性并建立人际网 络。这些都使我的职业理想变得更为切近,使我更有信心和实力实现梦想。
MG: What advice do you have for students who are thinking about studying at VFS Digital Design?
TC: Try a summer intensive! It will give you a great general understanding of the program so you can assess if it’s right for you. And I hope Digital Design starts conducting Summer Intensive courses in China sometime soon!
張: 你们不妨试试这个专业的暑假体验課程!这会让你对学校和课程有更切身的体会,进一步了解这个专业是否 适合你。我也希望DD有机会可以到中國地區做暑期课程,我相信很快就会的!