{"id":1523,"date":"2018-12-26T04:15:07","date_gmt":"2018-12-26T04:15:07","guid":{"rendered":"http:\/\/pgawards.wpengine.com\/?p=1523"},"modified":"2021-06-04T14:09:08","modified_gmt":"2021-06-04T07:09:08","slug":"good-vibrations-inspire-industrial-designer-ti-chang","status":"publish","type":"post","link":"https:\/\/www.asiapropertyawards.com\/en\/good-vibrations-inspire-industrial-designer-ti-chang\/","title":{"rendered":"Good vibrations inspire industrial designer Ti Chang"},"content":{"rendered":"

Helping women infiltrate the boys\u2019 club of industrial design<\/strong><\/p>\n

\"\"
A successful entrepreneur in her own right, Ti Chang is helping empower women in a male-dominated field<\/figcaption><\/figure>\n

When Ti Chang started studying industrial design at Georgia Tech in Atlanta, she never imagined she\u2019d be back in the city 10 years later, teaching women to build vibrators.<\/p>\n

Nevertheless, that\u2019s exactly what she was doing at Atlanta\u2019s Museum of Design last summer, having already taken her \u2018Build-A-Vibe\u2019 workshop to South by Southwest in Austin, and San Francisco\u2019s California Academy of Sciences, with great success. \u201cThe last workshop we did at the Academy of Sciences, we had to turn away about 400 people,\u201d Chang says. \u201cIt was insane.\u201d<\/p>\n

Though small in stature, Chang wears a determined air of don\u2019t-mess-with-me fearlessness. There\u2019s the large, intricate tattoo on her arm, sure; but, more potent, a palpable sense of courage and conviction. That she would even dream up the Build-A-Vibe workshop, never mind make it a hit, says a lot about the kind of designer she is.<\/p>\n

Her products are not just objects, but impart a world view. Crave, the company she co-founded, produces chic, discreet vibrators, the antithesis of typically ridiculous-looking, male-designed contraptions. And, by opting to show her customers how to make them, her world view is clear: more women should be designing and building the products they use.<\/p>\n

\u201cIt\u2019s my mantra: if you don\u2019t see what you want, build it yourself,\u201d Chang tells me as we arrive at her studio in SOMA, San Francisco\u2019s abandoned warehouse district turned start-up hub (Twitter, Uber and Airbnb are neighbours). Crave is clearly doing well \u2013 the company has the whole building, spread over two floors. And it\u2019s thanks to Chang\u2019s mantra that she\u2019s not just busy with Crave these days \u2013 she also co-chairs the San Francisco chapter of the Industrial Designers Society of America (IDSA).<\/p>\n

\u201cSan Francisco is an amazing city with a high calibre of companies and talent, so when I moved here, I was surprised I wasn\u2019t meeting more women at design events,\u201d Chang tells me, as her favourite colleague, Mac the toy poodle, invites himself onto my lap. Taking matters into her own hands, she started a group for female designers on social networking site Meetup.com. It grew to about 350 members, capturing the attention of IDSA, which promptly asked her to help grow its membership.<\/p>\n

Chang agreed and, since then, the San Francisco chapter has looked unusual within the wider network: five out of six board members are women. This is a triumph for Chang, who says that after graduating Georgia Tech, \u201cI immediately saw how industrial design is just a good old boys\u2019 club.\u201d<\/p>\n

She was confused at first \u2013 at least 50 percent of her college class had been female. Then it dawned on her: \u201cEither they weren\u2019t getting the jobs, or they were opting out.\u201d That\u2019s why her Meetup group and the IDSA chapter are so important, she says: \u201cWithout a community or some sort of support system [in the industry], it\u2019s very easy for women to just want to leave.\u201d<\/p>\n

\"\"
Crave\u2019s chic, discreet vibrators such as the Bullet are the antitheses of typically ridiculous-looking, male-designed contraptions<\/figcaption><\/figure>\n

There may be no better place in the world to keep women enchanted with industrial design. Given San Francisco and neighbouring Silicon Valley are at the forefront of all that\u2019s new and next, Chang\u2019s groups feature women who have worked on seriously high-spec products, from Google glasses to FitBit gadgets. Perhaps here, more than anywhere, there are opportunities for women to show how they can literally help shape a better future.<\/p>\n

That\u2019s exactly what Chang\u2019s gunning for. Though she has personally demonstrated the value of women designing products for women, her true message is: \u201cIf you want to design products for people and you don\u2019t have a key designer who\u2019s female, you\u2019re missing insights for half your users.\u201d And, she adds, it\u2019s not enough just to have a female researcher onboard: \u201cThen it\u2019s not designed with women in mind, it\u2019s just marketed to them.\u201d<\/p>\n

Born in Taiwan, Chang moved to Georgia with her parents aged six, and fell into design after winning a scholarship to Georgia Tech. After taking a stab at architecture, she switched to industrial design. \u201cJust drawing straight lines all day was boring,\u201d she observes of the former.<\/p>\n

IF I JUST WANTED TO DO WHATEVER THE HELL I WANT, I\u2019D BE AN ARTIST. I CARE ABOUT CREATING PRODUCTS FOR PEOPLE<\/p><\/blockquote>\n

Georgia Tech taught Chang to approach design from a user-centric perspective, and it stuck. Her first job out of college, as a graphic designer at a hairbrush manufacturer, was frustrating until she invoked her \u201cbuild it yourself\u201d mantra: \u201cA lot of these companies just copied other hairbrush designs and changed the colours,\u201d she explains. \u201cThey didn\u2019t even know what industrial design was. So I set an appointment with the president, marched in with my portfolio, and walked him through my senior thesis. Next thing you know, he\u2019s put me in charge of a new research and development initiative.\u201d<\/p>\n

This led to Chang\u2019s first hairbrush collection, a more ergonomic, gentle model borne from intensive customer research. \u201cI got an email from a mother who said each morning brushing her six-year-old daughter\u2019s hair had been a nightmare, but because of my \u2018Ouchless\u2019 hairbrush, her mornings were just that bit easier,\u201d Chang remembers. \u201cThat was the first time I felt like: \u2018This was all worth it.\u2019\u201d Industrial design is a form of service, in Chang\u2019s opinion. \u201cIf I just wanted to do whatever the hell I want, I\u2019d be an artist,\u201d she only half-jokes. \u201cI care about creating products for people.\u201d<\/p>\n

This intense focus on \u2018UX\u2019 (as Silicon Valley would have it) is what drives Chang\u2019s present success. Her \u201ceureka\u201d moment hit in a Boston sex shop: observing fussy pink monstrosities embellished with cutesy animals \u2013 butterflies, dolphins, bunnies \u2013 Chang realised the products didn\u2019t just look terrible, but ramped up the stigma around self-pleasure. \u201cAfter you use something that looks like that, you feel you\u2019ve got to hide it, which is a horrible user experience,\u201d she says. \u201cThe object itself reinforces this feeling of shame.\u201d She lays the blame for \u201cpinking\u201d and \u201ccutesying\u201d vibrators firmly at the door of male designers, deadpanning: \u201cI just don\u2019t think it should be at risk of being mistaken for a child\u2019s toy.\u201d<\/p>\n

That\u2019s what makes her own take on the space so refreshing \u2013 revolutionary, even. Crave\u2019s products are ultra-sleek, made from high-quality materials, such as metals, and wouldn\u2019t call attention to themselves if left out on a dresser. The \u2018Bullet\u2019, for example, is the shape and size of a lipstick. The \u2018Vesper\u2019 doubles as a necklace and would blend with any jewellery collection. \u201cThese products are about feeling good, and shame and stigma has no place in that experience,\u201d Chang says. \u201cMy design philosophy was: treat it as a sophisticated, modern product.\u201d<\/p>\n

CHANG\u2019S \u2018EUREKA\u2019 MOMENT HIT IN A BOSTON SEX SHOP: OBSERVING FUSSY PINK MONSTROSITIES EMBELLISHED WITH CUTESY ANIMALS<\/p><\/blockquote>\n

The first collection launched under her own brand, INCOQNITO, and sold to several boutique mini-chains (including Good Vibrations and Babeland). Butif it was while showing her second collection at a trade show that she bumped into Michael Topolovac, a serial Silicon Valley entrepreneur, in a taxi queue. It was a fortuitous meeting: Topolovac had just received a chunk of angel seed money to pursue an idea about redesigning vibrators, and was a fan of her stuff. Chang concedes it was a no-brainer: she accepted his offer to buy INCOQNITO, and bring her onboard at his company, Crave.<\/p>\n

In the seven years since, Crave has become a profitable business, starting with the launch of the world\u2019s first crowdfunded vibrator. They\u2019d set a target of USD15,000, and raised more than USD100,000. \u201cIf the reaction had been different, we\u2019d have been like, OK, maybe we\u2019re ahead of our time,\u201d Chang says.<\/p>\n

\"\"
Crave’s products are made for the female gaze<\/figcaption><\/figure>\n

Instead, they found \u201ca culture that was ready\u201d. This, she points out, shows how \u201ctransformative\u201d industrial design can be. \u201cDesign is an incredibly powerful tool, and that makes the design community powerful,\u201d she declares. It\u2019s another reason she\u2019s so passionate about networking groups: \u201cBringing designers together is really crucial to keeping dialogues going, without which there are missed opportunities.\u201d<\/p>\n

Crave now sells seven different models and, determined to spread the message further, its visionary leader is about to embark on a new adventure. Along with Mac the dog and an Airstream converted to a Build-A-Vibe workshop, this summer Chang is taking Crave \u2013 both the products and the wider conversation \u2013 on the road.<\/p>\n

It harks back to a childhood fantasy, too; as a little girl, Chang wanted to be a truck driver. She was a different sort of kid, she admits, which didn\u2019t win her too many friends. \u201cBut not fitting in is a great thing,\u201d she says. \u201cSometimes it\u2019s looking at the things no one else is looking at that gets you places you\u2019d never expect.\u201d<\/p>\n

This article originally appeared in\u00a0Issue No. 147<\/a>\u00a0of PropertyGuru Property Report Magazine<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Helping women infiltrate the boys\u2019 club of industrial design<\/p>\n","protected":false},"author":2,"featured_media":19840,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[84,78],"tags":[],"class_list":["post-1523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-at-home","category-tech","news_author-laura-chubb"],"acf":[],"yoast_head":"\nGood vibrations inspire industrial designer Ti Chang | Asia Property Awards<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.asiapropertyawards.com\/en\/good-vibrations-inspire-industrial-designer-ti-chang\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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