anton breman portfolio
DESCRIPTION
I have gathered some of my work to demonstrate my knowledge and experiences in PSS, design strategy and sustainability.TRANSCRIPT
2002 2004 2006 2008 2010
Work experience:
Education:
Research Concept development
Product development
BrandDesign Strategy
BusinessDesign
PSSProduct, Service, System
Sustainability Design Management
Background:
Case 1:VidaThe Vida project was a contribution to the Philips Design Competition 2006. The project shed light on some of my interests regarding:
- Health & well-being- Glocalisation working global to act local- Irrational behavior- Behavior change
VidaVida is an interactive recipe book and a domestic health analyzer.
A tool that merged into the families purchasing and eating patterns that will enrich life quality and prevent health problems. Provide fragmented dietary families with inspiration and tailored menus for family members and guests.
Three trends created the foundation of the project.
1. The growing numbers of health and food related diseases and allergies.2. The increasing demands and confusion around eco-products and purchasing decisions.3. The growing field of domestic health care.
Increase
between good health, food and the environment.
food habits and groceries.
Decrease
footprint.
in the family.Proj
ect o
bjec
tives
1/4 meals are eaten in fast-food, in a car,in front of TV or computers
We should eat half a pound meat per week.The amount we currently eat in average per day.
Recommended Daily intake
Energy production
50 billionon vegetables
200 billions ondiet-related illnesses
110 billionson fast food
100 billionson diet aids
67% of adults is obese & 1/3 of chil-dren is obese or overweight.
Modern world pan-demic, high blood pressure, heart attack, cardiovascular disease, diabetes, stroke, some cancer, hyper tensions are a direct result from a western diet. 95% of the cases are preventable just by changing diet and lifestyle.
40 - 45 % of all school children in the US could be insulin dependence within a decade
It is estimated that food waste by the USA& Europe could feed the world 3 times over!
Half of the produced food isthrown away in the US.
1 billion is obese while 1 billion is starving If we stop wasting food, the CO2 Impact wouldbe the equivalent to taking 1 in 4 cars of the road.
We eat too much.
We throw too much.Our food system is off balance
Our eating habits is changed
Obesity Diabetes Opportunity
4,000
3,500
3,0001975 1985 1995 2005
Meet produktion
Transporation
Calories AvailablePer person day in the U.S. food supply
Meat production causes more emission than all transporta-tion combined
Behavior & Patterns
Interaction:Interacting with Vida should provide the notion of support, trust and guidance. A constant dialog between the system and the user that leads to a relationship where the two parts get to know each other as in a relationship, growing closer tow each other to give there support. It should provide joy and happiness towards cooking and eating together in the family. The service reacts and acts on the changes the users go through throughout the relationship building relational qualities.
Motion
Tactile
Support
Appearance:The appearance should transcend the message of trust and support. With a natural and calm form language the prod-uct should blend in to a kitchen environment. A balance be-tween a kitchen appliance and a sculpture object that bring tranquility to the entire cooking experience.The form language of the product is inspired from natural calm lines providing a motion to it. The analyzer is inspired by the tactile sensation of a stone. Hard but soft and sooth-ing to hold on to.
Joy
Guidance
Trust
Tranquility
Service providerContent providers
Transportation
Local supplyers Premium Users
Basic Users
Cash flow
User groups
External partners
Knowledge flow
Material flow
Product flow
Direct Marketing
Business ModelVida is based on the free business model where the basic service is free-of-charge for the large number of basic users, containing recipe, information and the social platform. The content is co-design with the users and external partners while supervised by the service provider. The users can provide their own menus, comments and recipes on the social platform allowing mass-customization. The non-paying basic users are financed by direct marketing and sales by partners and a small base of premium users that subscribe to the full service. The premium account includes a free Vida product, health analysis, customized menus and grocer logistics.
If the vital signs change signi!cantly, Vida lets the health care provider know immediately, so that appropriate medical care can be administered.
The system identify and mark all the ingredient that the allergy or status will e"ect
Costumer jurnyreguarding food
Intercation
Back stage
Vida
Users
Pro!le Menu Purchase Cooking
Measure glucose level (infrared) body temperature, pulse rate, blood pressure.
If the user have any allergy or other health related permanent or temporary health issues.
Speci!c and individual pro!les are made and stored for all members and frequent guests.
Cross reference with the nutrition library to !nd the right balanced diet for each member and as a family.
The data is analyzed and synchronized
A variety of di"erent dishes with small varieties for the members with speci!ed needs
The pro!les are cross reference with the recipe database to identify the right menu.
The database suggests a versatile menu over longer periods based on seasons, location and supply
With a network of grocery provider the system can provide locally and seasonal products
Partnering up with local delivery cervices the product will travel as short and e"ective as possible.
The social platform provides the users with handy and inspiring tips on growing storing and recycle their food products.
The information is !ltered to detect what substances the user should and should not consume.
The user can now plan more in detailed what to eat over a certain time period.
Suggestion on what ingredients and how much is required for the menu so you don’t buy too much.
Where and what to buy, depending on location they can order home delivery for the groceries.
When the food is delivered Vida is also providing storage tips for the groceries.
Vida is showing the user step by step the recipe in an informative and inspiring approach.
Tips, facts and information on the food that can spark the interest.
The system learn the family preferences for more intuned menu sugges-tions.
Menu feedback on the Vida network.
Vida ServiceThe Vida premium service offer the users a first-class domestic health analysis system that provide them with tailored menus for the family and guest needs and desires. The service keeps a record of the families’ health and culinary preferences. By working with a network of grocery providers the users are provided with the opportunities to get the right amount of locally produced food products based on their individual menus and calculated food intake, reducing waste and unnecessary purchases.
Vida Productlines that balance cuisine, well-being and kitchen appliances.
the threshold towards domestic health analyzers. The green line provides the user with feedback and confirms the communication between the stone and the platform.
its place. It is equipped with numerous sensors that analyze glucose level through infrared, body temperature, pulse rate, blood pressure etc.
a natural interaction, you navigate through the menu system and the recipes either with the stone or by the touch screen. To simplify the user interaction while cooking the stone provide a tactile interaction to play and pause.
cooking process while following recipes.
Case 2:The Hotel Spot, thesis project at LTH 2007 touches three areas I would like to shed light on:
- PSS, Product, Service, System- Sustainability as an innovation driver- Business model innovation
Spot is a flexible hotel system that grasp the customers’ needs, interest and wishes to creates a personalized travelling experience.The Hotel pods are easily transported to hot spots where the demand is highest, depending on season and events. The consequences are that the rooms get a higher frequency of usage providing a balanced income stream.
Guest Pro!le
Personalized information
Hotel experienceLocations
Direct advertisement
Service
Customers
- District / City
- Event management
- Business
- Advertisement
- Hotel rooms
- Information bank
- Customer bank
Business Partners
From Hotel Service >>>>>>>>>>>>>>>>> to >>>>>>>>>>>>>>>>>>>>> Travel ExperienceService Support Service Management Service Equilibrium Service Equity
Typical characteristics
Service as a means to aid product sales and supply
Service as a managed process creating efficencies
Service as a platform to create new value that is of benefit to all parties
Service as a balanced relationship between provider and customer
Consumer Customer ProsumerClient
Service Ethos
Customer orientation
Producer Service Provider EnablerCo-ProducerSelf-Image
Customer Database Customer Relationship Management
User Engagement Platform
Customer Experience Management
Technology/System
Quick Money Slow Money Social ImpactMoney/PeopleDrive/Value
Necessity Efficiency OpperationValue
Hotel Transformation
date for all of its stakeholders from the tourists to the local business. I was striving to provide a concept that would transform the hotel experience from a culture of hotel managing to an experience platform that creates new enhanced values that is of benefit to all parties. A platform that provides a fair and beneficial relationship between providers and customers. A system where people, networks and sustainability is at the core of the services, transforming the traditional hotel organizations and its economics.
Travelers
Staff member
Roads
Parking
Hotel
Bags
Reservation
Buildings
Sidewalks
Parks
Rooms
Owners
Speeding
Queue
Cleaning
Eating
Lost luggage
Transportations
HotelSpot
Events
Wether
Seasons
Whether
State of the market
State of the market
State of the market
Markets
Speakers
Crime
Activities and associations that are directly related to the sector.
The situation that is created between the
different relations in the micro system
The consequences by internal or external factors that the sector doesn’t have control over.
Ideological, economical, historical, political valuation and conditions.
Eco - tourist 50 +e- touristShort-tripper Adventurer The friendThe Individualist The wealthy
Target group:Growing traveling segments
The “real” costumer is a blend >
Mentality:Adventurous are looking for experiences
Want to become one of the locals
Wants to be explorer not tourists.
Europe as there backyard
Shorter trips but more frequently
What’s an exotic destination
Right place at the right time
Business ModelHS is based on a multi-sided platform to create and capture value by systematically collaborate with outside partners bridging the gap between the travelers and the local community. The platform creates value for both partners by integrating and guide outside knowledge from local communities and businesses, facilitating the interaction between the guest and community. The multi-sided platform grows in value by attracting more communities that allows a bigger variety for the guests.
B to CB to B
Key Partners
Cost Structure Revenue Stream
Socio-cultural benefits
Key Activities Value Proposition Customer Segmentation
Channels
Customer Relationships
Key Resources
Local business
Content providers
Provide and manage the platform and logistics
Promoting
1. HS connect local business to guests based on personal profiles
2. HS match customer desires and local business offerings.
Local businesses
Travelers
platform and the pods.
Automated-service
Automated-service & local support
Internet channels
Internet channels & Local businesses
Pod & platform development and maintenance. Direct advertisement
Basic usage fee + extra fees
- Provides financial benefits local businesses.
- Enhance thelinks between the gusts with local community.
Environmental benefitsSocio-cultural cost Environmental cost- Optimal use of existing local resources and infrastructure.
- Optimizing energy/water consumption
Line of interaction
Planing the trip Trip PlanningBook Travel Follow-up
On stage activety
Line of visibility
Backsatge activety
Line of internal interaction
Support process
Customer Action
Physical evidence Welcome emailBlog post, Facebook,
Email reminder based on user preferences
System generate customer pro!le
System search for events and happenings
Customer preference
Registration Travel Arrival Looking for restaurants
Feedback on the activities
Heading home
Create a user pro!le
State interest and preferences
Personalized suggestion on locations and events
Choosing location and event
Choosing location and event
Looking for adventure
Looking for adventure
SMS entering code to the pod
Welcome messege Direction to restaurant
Takeaway Email reminder based on user preferences
Blog post, Facebook, and announced events
Cross reference the interests with locations and events
Saving personal data and preferences
Personalized suggestions
List of suggested location and event
Personal data input
Con!rmation email /SMS
Necessary traveling info and tips email
Booking Planning trip
Saving registration and contact local resources
Registration of location, time and services
Gather guests info to send a fun remind-ing email on regarding the trip
Last minute remider of traveling info
Blogging events
Cross reference the pro!le with other user preferences and patterns
Updates from local partners on event and special deals
Updates from local partners on event and special deals
Cross reference the choice with availability
Cross reference the personal pro!le with ongoing event and activities
Locationsuggestions
Updates from local partners on event and special deals
Updates from local partners on necessary and fun facts
Info on matching activities
Cross reference the personal pro!le with local restau-rants
Adjusting the pro!le
Delivering holiday summary and future matching events
Delivering holiday summary and future matching events
Gather activities and adjusted pro!le
Info on matching restaurants
Updates from local partners
Updates from local partners
Announcing local partners
Cross reference the pro!le with ongoing events and locations
Hotel Spot ServiceHS service is based on connecting local businesses to the guest. Providing the guest with information and upcoming event based on the user preferences, the system learn more about the guest over time to fine-tune preferences and suggestions. Guest generated content and grading can be anonymous, in-formation that other guests can access when looking for local happenings, restaurants or attractions. The guests personal profiles is cross reference with other similar guest and suggest activities for like-minded guest. They also have the opportu-nity to connect to each other through social platforms discuss-ing, sharing stories and tips.
HS Service Blueprint
Personal profile
Matching profile with location and events
Matching profile with like minded guests
Matching event and activities
Feedback
Adjusting profile
Exterior DesignSpots hotel pods exterior design is subtle with an architectural touch to fit in both urban and rural destination. Built up with standardize panels the exterior can simply be graphically modified to be adapted to local demands or temporary event.
The size of the pod is adapted for parking spaces and transportation on train, truck and trailed by car.
The pod have the possibility to either be hooked up on local infrastructure and/or harvest its own water and electricity with an internal filtration and smart electricity system to be as efficient and self sustaining as possible.
Harvesting
Light
Light
Towing hook
Support legs
Interior DesignThe interior design is light and compact fully equipped with a height adjustable double bed, closet/stair, pantry, bathroom and a lounge area that can be transformed in to an extra bed.
Under the floor is the power storage, water tanks and filtration system that uses the resources in the pod efficient to save energy and waste-water.
- Filtration
- Recycled water
- Pentry
- Bathroom
- Bed
Lounge
Workshop:Entrepreneurship and sustainability was the thesis for the Business & Design MA in collaboration with Hultafors group and Snickers Workwear 2010. The thesis resulted in the four steps to see sustainability as a strategic asset program that touched three areas that I would like to shed light on:
- Sustainability- Co-Design- Organizational transformation
Step 1. Identify and link your business objectives to sustainability.
Step 2.stands regarding their sustainability efforts.
Step 3. Identify what next to do to embed sustainability within the organization.
Step 4.
we started to look into the links between sustainability and the daily work.
The studies resulted in four-step program that the
on sustainability with key stakeholder. The exercises are specially developed to increase the understanding between sustainability and strategy.
More information on:antonbreman.wordpress.com/workshops/
Four steps to see sustainability as a strategic asset.
Direction & Inspiration.
we do to embrace sustanability?
2. Positioning 3. Discussion 4. Goal
STRATEGY FOR SUSTAINABILITY