Busayawan Lam

Summary

busayawan-lam

Dr Busayawan Lam is a course tutor of MA Design and branding Strategy and MA Design Strategy and Innovation, School of Engineering and Design, Brunel University London. She specialises in the areas of New Product Development (NPD) process, Design Strategy and Design Management.

Brief biography

Busayawan is a graduate of BA Industrial Design, Chulalongkorn University, Thailand (1997), MSc Industrial Design, University of Salford (2001), and PhD Design Research, Brunel University London (2005).

She began her career as a product designer in a household product producer specialising in children goods. Being sponsored by the Ministry of Science and Technology, Thailand, she completed the PhD research in the topic of new conceptual model for Smart Clothing development process, which explored how to reconcile differences between fashion design disciplines and technology developers. She later worked for the National Metal and Materials Technology Center (MTEC) as a researcher where she worked with numerous disciplines in various research clusters, namely Bio-energy, Cleaner Technology, Automotive Part Development and Medical Product Design. She co-supervised the Automotive Rapid Prototyping Lab and its research activities funded by the Thai-German Institute.

Responsibilities

Design Awards/Prizes

  • 1999 Honorary certificate for enhancing the reputation of the Department, Industrial Design Department, Faculty of Architecture, Chulalongkorn University, Thailand
  • 1998 “Thailand Motorola Pager Young Designer Award” - second runner-up
  • 1998 Modernform office furniture design contest – 2nd prize
  • 1998 Excellent design certificate from Department of Export Promotion’s “The Best Premium Award” – the design contest of stationery and premium gift
  • 1997 Honorary certificate for enhancing the reputation of the Department, Industrial Design Department, Faculty of Architecture, Chulalongkorn University, Thailand
  • 1997 Excellent design certificate from Thai Environment and Community Development Association’s design contest.

Extra-curricular activities

Busayawan has developed and delivered several Continuing Professional Development (CPD) programmes in the field of branding strategy through DesignPlus.

Guest Lectures

  • 02/2009: “Environmental Design Considerations” lecture for the POPAI Green Project Meeting, Ricoh Arena Coventry City FC
  • 07/2007: “Design for Tourism Industry” lecture for Tourism Management Course, Graduate School of Business, Assumption University, Thailand
  • 07/2007: “Biofuel Technology Roadmap” at the Public Hearings on Biofuel Technology Roadmap, Rama Gardens Hotel, Bangkok, Thailand
  • 03/2007: “Biofuel Technology Roadmap” at NSTDA Annual Conference 2007, National Science and Technology Development Agency (NSTDA), Thailand
  • 02/2007: “Brand Identity Development for New Product” at MTEC Forum, National Metal and Materials Technology Center (MTEC), Thailand
  • 11/2006: “Product Design and Development Process” and “Rapid Prototyping Technique” at the workshop for the rotation moulding industry organised by Siam Cement Group (SCG) Chemicals, Thailand
  • 08/2006: “Design Trends” and “Visualisation” lectures in Design for Manufacturability Module, PhD Manufacturing and Systems Engineering, Department of Production Engineering, Faculty of Engineering, King Mongkut’s University of Technology Thonburi, Thailand
  • 01/2006: “Unlocking User’s Mind: User Cognitive Model” at MTEC Forum, National Metal and Materials Technology Center (MTEC), Thailand

Research area(s)

Her research interests lie in the areas of Social Innovation, Social Return on Design, Design Strategy.

Research

Research interests

Specialities:

Programme Director for MA Design and Branding Strategy and MA Design Strategy and Innovation, specialising in New Product Development, Design Strategy and Design Management.

Research project(s) and grant(s)

2010: Digital Home Appliance Innovation Research and Design Strategy Development – an industrial research project funded by Samsung Design Europe. The project included numerous user and trend research in order to identify innovation opportunities and develop design strategies for refrigerators, washing machines and vacuum cleaners.

2007 – 08: Visualiser in Operation: Reflection on AverMedia Visualisers’ User Experience – an industrial research commissioned by AverMedia. The project involved studying pre- and post-experience over a certain period of time in order to determine how visualisers contribute to learning and teaching experience in schools and universities.

2007: Product Design and Process Development for Ezycon Ltd. Co. funded by the National Metal and Materials Technology Center (MTEC) and Ezycon Ltd. Co, Thailand – the research aimed to identify suitable designs and manufacturing processes for light-weight concrete blocks. A modular moulding system was recommended as a means to achieve different shapes, which reflect the requirements of the construction industry, while minimising mould fabrication costs.

2007 – 09: Technical Assistant Project for the Development of Eco-Product: Development of Thai Eco-Electric Vehicle funded by the National Metal and Materials Technology Center (MTEC). Industrial collaborators were members of the Thai Automotive Parts Cluster (CTAP) – this project aimed to develop suitable designs for a vehicle that has minimum environmental impacts. The outcome is considered patentable and the design right application is in progress.

2005 – 09: Research for Design and Manufacturing Technology for Automotive Lighting Systems funded by the National Metal and Materials Technology Center (MTEC). Industrial partner is Wichien Dynamic Industry Co. Ltd., Thailand – the research project aimed to identify suitable designs, a low-cost prototyping process, and reliable testing procedures.

2005 – 09: Research for Design and Manufacturing Technology for Automotive Back and Side Mirrors funded by the National Metal and Materials Technology Center (MTEC). Industrial partner is Ampas R&D Company Ltd – this project aimed to identify potential markets and develop new designs. Several trend analyses and user research were conducted. The outcome is considered patentable and the design right application is in progress.

2005 – 07: Design and Prototype Development for Electrical Minibus funded by the National Metal and Materials Technology Center (MTEC) Industrial collaborators are members of the Banpong Busbody Industry Cluster, Thailand – the project aimed to develop capabilities in terms of electrical vehicle design and development. Many electric vehicles were reviewed and analysed in order to identify suitable designs for the industries and consumers. The prototype was produced and tested in order to gain a better understanding of the vehicles.

2005 – 07: Small-Scale Complete-Cycle Biodiesel Pilot Plant: Technology Transfer to Communities in Celebration of His Majesty King Bhumibol’s 60-Year Anniversary of Accession to the Throne, funded by the National Metal and Materials Technology Center (MTEC). Research Partners include the Thailand Institute of Science and Technology Research (TISTR), the Naval Dockyard Department, the Royal Thai Navy, and Kasetsart University, Thailand. This research aimed to set up a complete cycle biodiesel pilot production, and to organise training courses in order to efficiently transfer the technology to communities.

2005 – 06: Medical Device Design funded by the National Metal and Materials Technology Center (MTEC). Research Partners include Department of Physical Therapy, Faculties of Associated Medical Sciences, Chiangmai University, and the Department of Biomedical Instrumentation, Faculty of Science, Rangsit University, Thailand – this research project aimed to identify strategic design directions for the designs and developments in the Thai medical device industry. User research studies were conducted to identify potential products. The outcome is considered patentable and the design right application is in progress.

2005 – 06: Resin Tooling Fabrication for Injection Moulding, funded by the Thai-German Institute: TGI. The main purpose is to investigate the possibility of using an epoxy resin composite to create inserts for an injection moulding process and transfer the new knowledge to the Thai industries, especially SMEs, since this technique does not require expensive tools.

2005 – 06: Research and Development on Rapid Prototyping Moulds for Injection Moulding, funded by the Thai-German Institute. The research project aimed to explore the possibility of employing the Selective Laser Sintering (SLS) process to create inserts for an injection moulding process, and transfer the new knowledge to the Thai industries.

2005 – 06: Feasibility study of net energy gain for biodiesel and bioethanol production from different economic crops and biomass, funded by the National Metal and Materials Technology Center (MTEC). This research aimed to identify the Net Energy Gain (NEG) values of biodiesel and bioethanol production from different economic crops and biomass in order to help policy makers choose suitable feedstock for biodiesel/bioethanol production in Thailand.

2002 – 05: New Conceptual Model for Design Development of Smart Clothing, funded by the Royal Thai Government. This PhD research aimed to develop the NPD process that balances contributions from both the apparel and electronic industries, as well as addresses new values based on user requirements. A strategic approach that challenges development teams to go beyond their creative boundary and reconciles the differences was also needed.



Voice Your View – making public spaces safer is a multidisciplinary research, which is a collaboration of five universities: Lancaster University, University of Sheffield, Coventry University, University of Manchester and Brunel University London. The project aims to mobilise the tacit knowledge of a community to transform public spaces to be safer and more inclusive.

  • Sponsors: EPSRC (Digital Economy)
  • Value: £989,934
  • Dates: 01/07/2009 – 30/06/2012

Strategic model and future concepts for convergence and cross mobile IT is an industrial research project. It aims to identify user latent needs and evaluate emerging mobile computing devices in order to recommend appropriate design directions, platform strategy and new design concepts for the convergence of mobile computing products and other potential electronic devices.

  • Sponsors: Next Generation Design Team, Samsung Electronics
  • Value: £18,351
  • Dates: 10/05/2011 – 10/07/2011

Teaching/Supervision

Teaching

Module leader:

  • DM3323 Innovation Management;
  • DM5553 Creative Enterprise

Co-tutor:

  • DM5552 Design Research; DM5554 Strategic Design Management;
  • DM5557 Design & Branding Research Project 1;
  • DM5560 Design & Innovation Research Project 1;
  • DM5555 Design & Branding Research Project 2;
  • DM5558 Design & Innovation Research Project 2;
  • DM5500 Dissertation

Research supervision

5 PhD students on following topics:

  • Design Management Model for Enhancing the Perception of Design Value at Saudi Arabian Airlines (SAA)
  • Applications of Islamic Art in Branding Strategy and Brand Experience
  • Trend Forecasting Methods for the Mobile Communication Industry
  • Art Experience for the Fashion Industry
  • Synergy of Design Thinking and Strategic Thinking

Previous PhD research supervisions including:

  • Smart Home Design for Older People
  • Brand Communication Model for the Next Generation of Fashion Consumers
  • Semiotic Model for City Brand Development

Selected Publications

Journal articles

Shams, M.  and Lam, B.   (2016)   'Strategic Design Versus Silent Design: A Reckoning'. DMI Review, 27 (3).  pp. 28 - 33. doi: 10.1111/drev.12034 Download publication 

Lam, B.  and Fininis, N.   (2016)   'Learning from Nature: Design Drives Evolution'. DMI Review, 27 (3).  pp. 14 - 19. doi: 10.1111/drev.12032 Download publication 

Simm, W. , Ferrario, M-A. , Whittle, J. , Davenport, R. , et al.   (2015)   'On the Role of Digital Consultation Tools in Public Space Design: A Case Study'. Interacting with Computers. doi: 10.1093/iwc/iwu042 

Lam, B. , Chen, YP. , Whittle, J. , Binner, J.  and Lawlor-Wright, T.   (2015)   'Better Service Design for Greater Civic Engagement'. The Design Journal, 18 (1).  pp. 31 - 55. doi: 10.2752/175630615X14135446523224 Download publication 

Lam, B.  and Dearden, A.   (2015)   'Enhancing service development and service delivery through co-design'. Voluntary Sector Review, 6 (1).  pp. 61 - 80. doi: 10.1332/204080515X14251102462692 

Lam, B.  and Choi, Y.   (2013)   'Comparing learning styles of western and eastern students in postgraduate design management programmes'. International Journal of Mechanical Engineering Education, 41 (4).  

Lam, B.   (2012)   'Co-designing multicultural teaching and learning approach for design management programme'. Journal of Design Management, 3 (1).  pp. 8 - 15. 

Lam, B.   (2012)   'Playing for everyone: Community-led design through digital games'. Design Management Review, 24 (1).  pp. 20 - 27. 

Plant, AVC. , Harrison, DJ. , Griffiths, BJ.  and Lam, B.   (2010)   'Design standards for product end-of-life processing'. International Journal of Sustainable Engineering, 3 (3).  pp. 159 - 169. doi: 10.1080/19397031003686918 Download publication 

Roberts-Lombard, M. , Holland, R.  and Lam, B.   (2010)   'An interdisciplinary exploration of design and marketing integration'. Journal of Contemporary Management, 7 pp. 252 - 270. 

Ariyatum, B. , Holland, R. , Sirisalee, P.  and Prommin, D.   (2009)   'Identifying strategic directions for design development of general hospital equipment for Thailand'. The Design Journal, 12 (1).  pp. 69 - 93. doi: 10.2752/175630609X391578 

Ariyatum, B. , Holland, R.  and Harrison, DJ.   (2006)   'Optimizing multidisciplinary contributions for the smart clothing development process'. The Design Journal, 9 (1).  pp. 23 - 36. Download publication 

Ariyatum, B. , Holland, R. , Harrison, D.  and Kazi, T.   (2005)   'The future design direction of smart clothing development'. Journal of the Textile Institute, 96 (4).  pp. 199 - 210. doi: 10.1533/joti.2004.0071 Download publication 

Conference papers

Silsilah, HA. , Lam, B.  and Silve, S.   (2012)   'Challenges of integrating Islamic art and culture in commercial brands' . 

Lam, B. , Chan, YK. , Whittle, J. , Binner, J. , et al.   (2011)   'Voice Your View: an inclusive approach to civic engagement' , The 6th International conference on Inclusive Design (Include 2011). London, UK. [unpublished].  

Ferrario, MA. , Simm, W.  and Lam, B.   (2010)   'VoiceYourView: knowledge at the tip of the tongue' , Digital Resources for the Humanities and Arts (DRHA), 2010. Brunel University, West London, UK. [unpublished].  

Whittle, J. , Simm, W. , Ferrario, MA. , Frankova, K. , et al.   (2010)   'VoiceYourView: collecting real-time feedback on the design of public spaces' , The 12th ACM International Conference on Ubiquitous Computing (Ubicomp). Copenhagen, Denmark. [unpublished].  

Roberts-Lombard, M. , Holland, R.  and Lam, B.   (2010)   'Design and marketing – two interrelated disciplines?' , The 12th Annual International Conference of the Global Business and Technology Association. Mpumalanga, South Africa. [unpublished].  

Roberts-Lombard, M. , Holland, R.  and Lam, B.   (2010)   'Integrating design and marketing: an analysis of two tribes at war' , The 3rd International UJ Faculty of Management Conference. Johannesburg, South Africa. [unpublished].  

Plant, AVC. , Harrison, DJ. , Griffiths, BJ.  and Lam, B.   (2009)   'An investigation into standards in sustainable design and manufacture' , Sustainable Innovation 2009. Farnham, UK. 26 - 27 October. [unpublished].  

Ariyatum, B.  and Holland, R.   (2009)   'A convergence of marketing and design management education' , The 5th International Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group. Cambridge, UK. [unpublished].  

Lee, YJ. , Holland, R.  and Ariyatum, B.   (2009)   'Emotional branding for fashion concept stores through experience design' , The 2nd Tsinghua International Design Management Symposium. Beijing, China. [unpublished].  

Holland, R. , Holt, C.  and Ariyatum, B.   (2009)   'Corporate identity and corporate branding: a case for integrating design' , The 2nd International UJ Faculty of Management Conference. Johannesburg, South Africa. [unpublished].  

Holland, R. , Holt, C. , Ariyatum, B.  and Melewar, TC.   (2008)   'Corporate identity and corporate branding: a case for integrating design' , International Conference of the Academy of Marketing Science (AMS). Vancouver, Canada. [unpublished].  

Ariyatum, B. , Sirisalee, P.  and Prommin, D.   (2007)   'Preliminary investigation on user requirements in the medical device sector in Thailand' , The NSTDA Annual Conference, 2007. Pathumthani, Thailand. [unpublished].  

Srisawat, F. , Premvalanon, P.  and Ariyatum, B.   (2007)   'Preliminary investigation on user requirements of motorcycle side mirror' , The NSTDA Annual Conference, 2007. Pathumthani, Thailand. [unpublished].  

Ariyatum, B. , Unnanon, K. , Nakngoenthong, J. , Phuchamnong, A.  and Soparat, J.   (2006)   'Rapid moulding using the selective Laser Sintering (SLS) technique' , Asian Symposium on Materials and Processing (ASMP). Bangkok, Thailand. [unpublished].  

Ariyatum, B. , Unnanon, K. , Nakngoenthong, J. , Phuchamnong, A.  and Soparat, J.   (2006)   'Rapid moulding using an epoxy resin composite' , Asian Symposium on Materials and Processing (ASMP). Bangkok, Thailand. [unpublished].  

Ariyatum, B.   (2006)   'A comparison of net energy gain from ethanol feedstock crops' , The 2nd Energy Technology Network of Thailand (E-NETT). Nakhon Ratchasima, Thailand. [unpublished].  

Ariyatum, B.   (2006)   'Getting the most value out of new materials: introducing ‘Product Platform’ as a means to optimizing technologies' , The 4th Thailand Materials Science and Technology Conference (MSAT). Pathumthani, Thailand. April. [unpublished].  

Holland, R.  and Ariyatum, B.   (2005)   'A multi-disciplinary and multi-cultural learning environment for design management master educations' , The EPSRC/AHRB International Workshop on Exploring Complexity in Collaborative Design and Solutions. London, UK. [unpublished].  

Holland, R.  and Ariyatum, B.   (2005)   'Developing a multi-cultural learning environment for design management education' , 10th Network of International Business Schools (NIBS) Conference: Multicultural Management in Education. Rennes, France. [unpublished].  

Ariyatum, B.  and Holland, R.   (2005)   'NPD model as a means to improve multidisciplinary collaboration in the smart clothing development projects' , EPSRC/AHRB 2005

Ariyatum, B. , Holland, R.  and Harrison, DK.   (2004)   'Benefits and challenges of collaboration in Smart Clothing development' , 8th International Design Conference (DESIGN 2004). [unpublished].  

Ariyatum, B.  and Holland, R.   (2003)   'A strategic approach to New Product Development in smart clothing' , Journal of the Asian Design International Conference. Tsukuba, Japan. [unpublished].  

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