他是法国人，却在澳大利亚创立了公司，专注于运动领域的设计。在此之前，他曾为在法国、俄罗斯和澳大利亚的几个跨过公司工作过，多年间也陆续与学校的学生们一起展开各种项目，现在，他还是悉尼科技大学的老师。

他就是我们今天的主人公Jean-Marc Seynhaeve。 

或许是因为阅历丰富，Jean-Marc在谈起现在和过去的时候，总不忘提到未来。就像他对年轻设计师的建议那样——专注你所爱，同时培养全局观。

Jean-Marc Seynhaeve

Narkii：

您被许多设计团队、工程师和品牌经理评价为出色的设计师以及富有创造力的领导者。请问这二者，您更喜欢哪个身份呢？

You are recognized among teams of designers, engineers and brand managers as an outstanding designer and a creative leader. Which role do you prefer?

Jean-Marc：

我相信当你为一个品牌工作，做一些创新作品，更令人兴奋，尤其是在打破界限探索可能的未来的时候；这带来了更多创造出色产品的机会。一个拥有品牌团队、具有品牌视野的工作室的成果总是令人惊讶，出乎意料，并且这也鼓励着整个团队。另一方面，从日复一日的产品设计中能收获更多，因为它是有形的，你可以看到产品走进生活，还能得到用户的反馈。

I believe that when you work for a brand, conducting the works on innovation is far more exciting, especially to push the boundaries, exploring the possible futures; it opens many opportunities to develop outstanding products. The output of a brand vision workshop with the brand team is always surprising, unexpected, and energizes the full team. On the other hand, day to day product design can be more rewarding as it is more tangible, with products coming to life and user feedbacks that are usually very rewarding.

作品

Narkii：

您为许多不同国家如法国、俄罗斯以及澳大利亚的公司提供设计服务，由于不同国家的情况（文化、思维、市场等）都有所区别，在这个过程中您需要不断地转换设计方式吗？还是有不变应万变的方法？

You have served many multinationals companies based in France, Russia and Australia. As we know, different countries varies in the culture, thinking pattern, market and so on, shoud you change your method of design during this process, or is there a master key? 

Jean-Marc：

在大型的国际合作中，设计流程都有点类似，并且常常包含了在亚洲工厂进行产品开发这一部分。市场有所不同，但它们并没有很明显，因为如今我们是生活在全球性的文化中。不过，人们做决定的方式就有差异。法国人喜欢挑战想法，俄罗斯人则更尊重等级制度与结构。我注意到，澳大利亚人在交流时非常随和。无论是对于哪个国家，我想说，更重要的是要用足够的时间去向人们解释我们的目的，解释为何设计是成功的关键因素，这样大家才能朝着相同的方向前进。

Within big international corporations, the design process is quite similar and usually involves product development with Asian factories. There are differences in the markets, but they are not so noticeable, as we live in a global culture today. However, the way people make decisions is quite different. When French people like to challenge ideas, Russian people have more respect for hierarchy and structure their acts. I have noticed that Australians are super easygoing people when it comes to communication. Whatever the country, I’d say that the more important is to allow sufficient time to explain people the objectives, why design is a key factor of success, so that everyone is going the same direction.

JM在冲浪

Narkii：

您一直在运动相关的领域里，而您自身也是运动爱好者，那这种情况下，您研究分析用户体验的时候是否会受限于自身的主观性呢？

You have been focusing on the sports field and you are a sports enthusiast as well. Based on this, have you evered confined to your subjective view when you are analysing the user experience?

Jean-Marc：

我不相信设计中存在中立，因为灵感本来就是个人的事情。即便如此，一个好的设计师也应该要能够往后退一步并不带任何偏见地去分析。当你本身是一项运动或活动中的高级用户时，你可能更具有相关性，因为你知道有什么地方是可以改进的，但是同时也需要挑战现有状态并去寻找解决问题的新方法。Tribord Easybreath面具就是一个强大的产品，它是为使用通气管不适的人群而设计的。不过一个喜欢潜水至5米的普通浮潜者不会喜欢它。基本上，我是属于第二类，但是我们从用户体验分析中得到的洞察清楚地表明，不同解决方案里存在着针对在海上不舒适的人群的空间。我们已经使许多人看到了海底世界，他们为此非常感谢我们。

I don’t believe in neutrality in design, because inspiration is a personal thing. That said, a good designer shall be able to step back and analyze the context without any bias. When you are an advanced user in a sport or activity, you may be more relevant, because you know the things that can be improved, but there is a parallel need to challenge the existing and find new ways to solve problems. The Tribord Easybreath mask is a formidable product for those that are uncomfortable with a snorkel. But a regular snorkeler who enjoys going -5m meter will not like it. Basically, I am part of the second category, but the insights we had from the user experience analysis had clearly shown that there was space for a different solution, targeting people who are not at their ease in the sea. We have made the underwater world visible for many people and they have been very grateful to us for that.

作品Tribord Easybreath

作品Nabaiji X-base swimming goggles

作品Tribord FLP 500 Snorkeling fins

作品TRIBORD R'gomoove snorkeling fins

Narkii：

您的设计生涯快有二十年了，现在对于比赛是什么看法呢？还会参加比赛吗？

It has been almost 20 years since you started designing. What do you think of competition? Do you still take part in competitions?

Jean-Marc：

我现在没有再参加比赛了，因为我比先前花更多时间在设计策略和顾问上。我觉得比赛挺有趣，它们聚焦于新事物上。但是参赛很耗时，而我更想要专注于销售中顾客的反馈与结果上。

I do not take part in competitions any more, because I spend more time on design strategy and consultancy than before. I think the competitions are interesting, as they concentrate the best of the new things coming. But participating can be time consuming and I’d rather focus on the customer’s feedbacks and the results in sales.

Narkii：

我个人非常喜欢您的摄影作品，摄影在您的人生中扮演什么角色呢？您的摄影与设计是什么关系呢？

Personally, I really like your photography. What kind of role does photography play in your life? And what is the connection between photography and design?

Jean-Marc：

摄影是后来在2012年至2013年环游世界的一年间里学的一项技能。它是一种令人沉思的艺术，我觉得它兼具技术性和艺术性。大自然是如此鼓舞人心！创造的可能性是无穷尽的，而我享受这种大环境。脸上的一个笑容，黄金时段里墙上的一抹阳光，腾空而起的滑板玩家，美无处不在。我们需要的就是好奇心和意识。毫无疑问，图片能激发我设计的灵感，音乐也是。摄影满足了我对冥想和美的需求。

Photography is a skill that I have developed lately, during my 1 year world tour in 2012-2013. It is a very contemplative art, which I find both technical and artistic. The nature is so inspirational! Creative possibilities are endless, and I love to play with the context. A smile on a face, the sunlight on a wall at golden hour, a skateboarder in the air, there is beauty everywhere. It’s a matter of curiosity and awareness. There’s no doubt that the images inspire my designs, as well as music. Photography fulfills my need for contemplation and beauty.

摄影作品

Narkii：

和我们介绍下IN-OH!吧，或者谈谈公司的定位，规模，以及发展方向。 

Introduce us about IN-OH!, or tell us its positioning, scale and the developement direction.

Jean-Marc：

我取In-oh!这个名字，是代表创新所带来的惊喜，也代表人与公司的创造潜力，当它得到发挥时能量是很惊人的。每个人都有想法，也可以有创造力，但是公司组织的形式没有办法为它提供足够的空间与时间。现在，In-oh更多的是关注设计策略，但是以后，我想发展设计思维与用户体验的部分，与需要建立清晰愿景的公司合作（数字和服务）。

In-oh! Is the name I found for the surprise that comes from innovation, but also from the creative potential who is INside people and companies, and is very surprising when unleashed. Everyone has ideas and can be creative, but the way companies are organized doesn’t allow enough space and time for it. At the moment, In-oh is more about design strategy, but in the future I’d like to develop the design thinking and user experience part, (digital and services) doing workshops with companies that have a need to establish a clear vision. 

如今，市场非常具有挑战性，有些企业如果不考虑未来就将面临威胁。出租车与Uber就是交通解决方案发生残酷变化的典型例子。大数据和数字解决方案的新时代才刚开始，它们将影响我们的生活，每个公司都应该为此做准备。其中用户体验就是关键。光是拥有一个设计良好的产品并不够；用户体验的整体质量以及关联服务的水平会决定你的成败。

Nowadays, the marketplace is very challenging and some businesses can be threatened if they don’t think about tomorrow. Taxis vs Uber is a typical example of a very brutal change in the offer of transportation solutions. This is the beginning of a new era where big data and digital solutions will affect our lives and every company should now prepare to this. The user experience is the key. Having a well-designed product isn’t enough; the whole quality of the user experience and the level of associated services will determine your success.

在Tribord

Narkii：

多年间您也不断地接触到学校的项目，与学生们一起做事情，能具体和我们讲一讲吗？ 

You conduct school programs from time to time, working with students. Can you tell us the details of the programs?

Jean-Marc：

多数时候，做这些项目的主要目的是为了从年轻的有创造力的学生们中收集反馈和想法，以此来确定可能的未来解决方案和市场，并且讨论社会趋势。举个例子，我们锁定“浮潜体验”这样一个话题，然后尽可能地让他们去体验产品。比如，一开始我们邀请他们到游泳池，他们可以测试产品。两三天下来，就可以从这个班级中收获100至250种设计（基础的草图概念发想）。学生们可以产生有趣又新鲜的点子，因为他们不会受到可行性、价格和市场的限制。大部分的点子都停留在概念，但是也有一些很快能真正实现。经营一个品牌，这个非常有用也有趣，也是找寻潜在员工的一种方式。当我与不同品牌展开研讨时，我也用类似的方法，我已经掌握了确保收获强大成果的技巧。  

Most of the time, the main goal of these programs is to gather feedback and ideas from young creative students to identify possible future solutions and future markets, and discuss the society trends. We define one topic e.g. “snorkeling experience”, and we try as much as possible to let them experience the products. For example, we invite them at the swimming pool at the beginning of the workshop, and they can test the products. On a 2-3 days workshop with a class, you can get from 100 to 250 designs (basic draft-concept ideas). Students can deliver interesting and fresh ideas because they don’t know the constraints in terms of feasibility, price, market. Most of these ideas remain conceptual, but some ideas can actually be developed quickly. This is very useful and interesting as a brand, and it is also a way to find potential employees to recruit. I use a similar methodology when I organize workshops with brands, I have developed techniques to guarantee powerful outcomes.

在NABAIJI

Narkii：

您现在也任教于悉尼科技大学，您还记得您的第一堂课吗？您的教学理念是什么呢？

Currently you teach at UTS Sydney. Did you remember your first class？What is your teaching philosophy? 

Jean-Marc：

悉尼科技大学有很多来自不同国家的学生（中国、马来西亚、韩国、澳大利亚等等），这使得课堂非常有趣。一开始用外语上课有点困难，但我感觉他们喜欢我的广博背景以及我说话的方式——法国人一般比较直接，说话比较坦率——现在的年轻人深受大量数字内容的影响，同时，面对着这些信息，学生们也在努力塑造他们自己的思维。在这个复杂的世界上，他们面临可持续的挑战，但这同时也是一个美好的项目，对人们来说是非常有希望的。

There are many different students nationalities at UTS Sydney, (Chinese, Malaysians, Koreans, Australians, among others) which make the class very interesting. It was hard at the beginning to teach in a foreign language, but I think they appreciate my extensive background and my way of speaking – French are usually more direct and frankly speaking - The current generation is deeply influenced by the huge quantity of digital contents, meanwhile, facing that information, the students struggle to structure their thinking. They have to face the challenge of sustainability, in a very complex world, but it is a beautiful project, very promising for mankind. 

另一方面，他们也很幸运，由于技术的发展，他们拥有很棒的机会。制作原型变得很容易，如今的设计软件（3D）也非常强大。互联网上可以找到任何信息，要去任何地方也没有难度。我尽力告诉他们这些，提升他们作为设计师的社会责任感。他们为未来世界负责。

On the other hand, they are lucky because they have fantastic opportunities thanks to the technology. Prototyping has never been more easy, and the design tools (3D) are very powerful these days. Any information can be found on the internet, and the world has become easy to travel. I try to unveil them all these points and elevate their societal responsibility as designers. They are responsible for the world to come.

用户体验课程中

Narkii：

对于年轻设计师，有什么建议吗？ 

What kind of suggestions do you have for young designers?

Jean-Marc：

世界正经历前所未有的复杂，同时却也激动人心。数字网络的力量，人工智能的前景（想想无人驾驶汽车将对我们的城市造成什么影响），GAFA逐渐强大的力量，全球变暖的问题，可持续解决方案的巨大进展；我们一面感到兴奋，一面又深陷焦虑，是有许多理由的。

The world has never been so complex and exciting at the same time. The power of the digital network, artificial intelligence perspectives (think about what impact autonomous cars will have on our cities), increased power of the GAFA’s, global warming and huge progress of sustainable solutions; there are many reasons to be both excited and anxious.

我认为我们不能再用之前的做法。作为一个设计师，要寻找解决方案，没有与不同的伙伴、活动者进行合作已经不可能了，尤其是要寻找可持续的解决方案。我对每个学设计的学生的建议是，专注在自己最喜欢的一块，得名于自己的特长，同时也要关注大局里正在发生的一切，培养全局观。他们也要能够预测他们的职业生涯中技能可能发生的变化。另外，每个设计师应该要有提供数字原型的能力，因为物联网已经存在，也因为越来越多的产品会被数字服务所替代。越来越多的人明白消费不能带来快乐，这就意味着有些人会再次专注于更简单更平衡的生活，可能会把更多的时间放到个人生活、休闲和文化上。最后，发展技能用于设计更加经济友好的产品，以及理解产品生命周期评估，至关重要。这不仅仅事关个人选择。毕竟，我们必须珍惜我们仅有的地球，对吧？

I think we cannot work the same way as we did so far. Finding solutions, as a designer, is no longer possible without involving different partners, different actors, especially when it comes to find sustainable solutions. I would recommend every design student to focus on what they love the most, to be known for something special, while being very aware of what’s happening in the big picture, cultivating an holistic vision. They also have to forecast possible changes of skills during their career. Beside, every designer shall be capable to deliver digital prototypes, basically because the IOT (internet of things) is already there, and because more and more products will be replaced by digital services. More and more people understand that consuming doesn’t bring happiness, meaning that some people will refocus on a more simple and balanced life, with probably more time allowed for personal life, leisure, culture. And finally, to develop skills on designing more eco friendly products, as well as understanding the product life cycle assessment, is simply essential. It’s not only a matter of personal choice. After all, we have to cherish our one and only planet, right?

Narkii： 

感谢您和我们分享这些！

Thank you for sharing  your ideas with us！

Jean-Marc： 

不客气。

You are welcome.

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