9 cases of Anton Breman's professional effort in Asia
1. 9 cases of
Anton Breman’s
professional effort in Asia
2. Anton Breman Industrial Designer at Summer Design Office
WEB LINK
Tranås, Sweden June – August 2007
The position involved; Design strategy, brand identity, interior design and brand
Resume
communication.
Temporary design office with the intention to let students and business meet and gain
experience from each other, 7 projects were carried out in varies fields from playground layout,
furniture to new business development.
My main customer, DK Data Kontor desired to transform their business framework from a
traditional office supplier to a service oriented business model. We presented a verbal and
visual identity concept, reframing their service offering in a simple and dynamic package called
the DK-Box. While sustain there long history as an office supplier we also created a flexible
and affordable retail interior that communicated there new direction.
www.dkdata.se
Summary
Industrial Design Intern at Springtime
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With a passion for life improvement as well as business development my professional journey
Amsterdam, The Netherlands, June – August 2006
has provided me with a global and multicultural mindset. From various consultancies and
The position involved; Brand extensions, brand strategy and concept development
discipline across the globe cultivating a broad and deep awareness of how design efforts can
boost, recover and transform business across the market landscape.
During my internship at Springtime I was running two brand extension projects.
One for the Dutch furniture brand Lintelo, where the focus was on creating new design
I act in the crossroads of design, research insight and business strategy to create awareness,
concept exploration the brands extension possibilities. The second project was for an erotic
clarity and direction for organizations and brands. Considering usability, viability and feasibility
product distributor where we explored various verbal and visual frameworks for new marketing
creating sustainable directions that will narrow the gap between business goals, solution
and sales channels.
offering and users experience, for better products, services and system for the stakeholders.
Industrial Design intern at Smart design
I am striving to utilize my enthusiasm, experience and awareness in a proactive international WEB LINK
environment to boost, recover and transform business. Design thinking for business
New York, USA March – June 2006
development
The position involved; User testing, product design, soft/hard prototyping.
Work experience: Exposed to numerous kitchen appliances project I embraced the Smart design philosopher
in user centric design while developing products through several concept exploration, user
testing, and prototypes. It also lead to my first product that reached the market, an oven mitt
Design Strategist at PEGA D&E
WEB LINK
for OXO that later on was sold at Target.
Taipei, Taiwan, May 08 – May 09
Industrial Design Intern at Ergonomidesign
The position involved; Design strategy, strategic design, design management, design WEB LINK
research, NPD, product identity and Asian OEM/ODM business.
Stockholm, Sweden Sep 2004 – Sep -05
The position involved; Brand identity, product design, user studies, ergonomic and concept
PEGA D&E one of the leading OEM/ODM companies in the 3C and IT field in Asia, the
design
position has given me hands on working experience in the consumer electronic manufacturing
environment. As a member of the insight and strategy team, I had the opportunity to support
During my internship at Ergonomidesign I worked on various design challenges that enriched
the design team, sales, management and tier one customers with market research as well as
my perception of how design can be used as a powerful tool for brands, products and users.
consumer insights transforming them into innovative business strategies, products and service
While being part of brand strategy project for Optimus outdoor equipment I experienced how
offerings.
design can be used as a powerful tool to boost and transform businesses. The first product
from there redesign was launched in March 2006.
I have also had the privilege to support management and corporate decision makers with
With Ergonomidesigns emphasis on ergonomic and universal design I experienced the
programs, process and information for a more efficient and effective management as well as
complexity and importance of connecting human behaviors and anatomy to objects. Through
NPD process. Preserving existing constellations and cultures create new platforms that could
hands on in context user studies and prototyping in the development of hand-heald tools and
lead the organization into new paradigms.
automotive interior.
3. Education: Awards:
MA Industrial Design LTH Sweden2001-07 Special prize Nike Play award 2005
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As a student at IKDC, Ingvar Kamprad Design Centre, I reserved a broad platform in The special prize was to visit the NIKE World Headquarters in Portland where we had the
visualization, functionality and esthetics. LTH was an international environment where we in opportunity to work side by side and learn from professional footwear designer. While
numerous courses collaborating and learned from international well known key players in the following there process and requirement we where able to experience the procedure and
design scene. Given me the foundation in development of product services and systems with steps in the development of a NIKE Skateboard model that lead to a customized NIKE SB
a sustainable perspective. concept shoe.
1: price Culinary Cup 2005
Collaboration projects:
The theme of the contest was to create and visualize two meal concept for 2010, one for
NASA – LRT 2006 weekdays and one for parties.
The project involved; Scenario planning, scenario role play, product life scenario and product
design.
With a cross-disciplinary team involving food chemist, chefs and designers we worked side
by side to tailor make the meals for tomorrow. It showed me the importance and power of
Design for extreme environments was a school project in co-operation with NASA and there
how different disciplines can work together to innovative with a holistic approach, considering
planned lunar expedition 2020. With a close collaboration with NASA and a one month on site
users, nutrition, preservation, branding and distribution.
camp at NASA, JSC in Houston, Texas, USA. We where exposed to the complexity and safety
measurements that NASA is requiring for there programs. It also put our design skills at test
Juries citation”Two cross-disciplinary innovative concepts with a futuristic approach”
and showed us how you with a design mentality can solve complex problems under extreme
condition while taking in consideration the entire lunar expedition from earth and back again.
2: end price in Future Sound of Sweden 2005
The collaboration resulted in a low-tech human powered lunar rescue vehicle that allowed the
astronaut’s to move twises as fare on the same metabolic load and therefore expanded the Sub - satellite sound system for portable music as mp3.
aria they could explore on the lunar surface. Challenging and rewarding.
Other collaboration projects IDEO, Royal College of Art, Ikea, Atelje lyktan, Tetra pack, Zenith
Design
FIDU (preparing industrial design education) 2000-01
The main focus of the education was concept development and visualisation that we used to
apply for various Industrial Design educations.
AC Art College Gothenburg 2000
Basic oil painting, photography and sculptural studies.
anton.breman@gmail.com
AAC (Academy of Art College) San Francisco 1999-01 www.antonbreman.com
Industrial Design program learning basic principles in drawing and sculpturing
4. 1 The Hat Workshop Extracting Information Organizing Information
Goal;
Accomplish the management goals at PEGA D&E.
Objective;
Create a workshop that helps the staff to
understand the organizations goals.
Visualize the organizations goal and define the
objectives.
Build ownership of the objectives over team.
Outcome;
A road map that guides the organization to
its goals, dividing the action items over the
organization by taking advantage of its internal
Creating Action Plan
resources.
Link to HW presentation on slideshare
Team Building Exercises
Current Future
2010
2015 Own Brand Launch
(sustainable products)
Information & Facts
- Encourage the right mindset & have fun.
D+M No Limits
- Weird, wild, wacky and o the wall,
Rules & Guideline
2012~2015
- Let no good idea go unheard.
- Use both sides of your brain.
Opportunities
- Record your progress.
- Quantity not quality.
- No idea too stupid.
ideas are welcome.
Goal Gain Market recognition
- Watch the clock.
- Build on ideas.
2010~2012 Be the top-of-mind design consultancy in the
3C & IT (Consumer Electronic) industry
Objectives
Actions
1
2
3
5. 2 Mobile Marketing
Goal;
Define and detect market opportunities for
Pegatron and the development of feature
phones in developing counters.
Provider Penetration Africa
Objective; NIGERIA
Official languages English,
Market Segmentation + Competitive Population 148 M
GDP/ Per capita $1,500 (165th²)
Differentiation = Market Positioning IRAQ
Cell phone penetration rate 2007, 24.1%
IraQna
EMTS launch in 2008, Alheri 3G HSDPA 2010
AFGHANISTAN
Outcome; Etisalat Afghanistan
GPRS, MMS
Entry-level mobile for the emerging markets
that quickly and cheaply repackaging for sales PAKSITAN
TUNISIA Mobilink
in developed nations. Tunisiana PTCL
Trickle-up innovation ALGERIA BANGLADESH
Official languages Arabic ,ﺭﺉﺍﺯﺝﻝﺍ Banglalink
Population 33.769 million
GDP/ Per capita $8,100 (84th)
Cell phone penetration rate 2007, 81 %
Orascom Telecom Algeria GPRS and EDGE United Arab Emirates
Djezzy Etisalat
Bidding and relase in E/2008
SAUDI ARABIA
Etisalat Etihad Mobily
Atlantique Moov HSPDA
GPRS-Edge
INDONESIA
Niger, French
Excelcomindo
Burkina Faso, French, Indigenous
Benin, French
Togo, French
Côte d’Ivoire EGYPT
Frech Official languages Arabic ﻥﺍﺩﻭﺱﻝﺍ
Population 75,042M, GDP/ Per capita $5,491(97th)
Central African Republic (CAR).
Cell phone penetration rate 2008, 46%
Sango, French
MobiNil Launch service in 2009Q3
Etisalat Misr 3.75G (HSDPA)
Gabon, French
SUDAN
Canar
Arabic and English
ZANZIBAR
Zantel
Tanzania
Official languages Swahili (de facto) English Popula-
tion 37.849M, GDP/ Per capita $1,100 (178th)
Cell phone penetration rate 2006, 14,5%
3G
Etisalat Vodacom HSDPA 2007
OPERATING
ZIMBAWE
Orascom INTEREST Telecel Zimbabwe
6. 3 Design Presence High Fees
Executive
Level
Goal; Leaders
Increase the awareness of the value of design as
a strategically asset to the organization.
Objective;
Creators
By communicating the value of design strategy
throughout the organization, from the different
design departments to sales and PM.
Moste Design
Firms
Improve internal communication of the position,
value and contribution of design.
Outcome;
- Increased presence of design in preliminary
Makers
stages in NPD (New Product Development)
- Improve internal cross BU (Business Units)
collaboration Low Fees
- New service offering and working collaborations Low In uence
Determine Determine Define Create Develop Manage Produce Distribute
Business Brand Customer Concepts Design Standards
Strategy Strategy Experience
Design as Tactic
DESIGN AS ;
Design
Business Brand Design Brand Design Production Distribution
Management Development
Strategy Strategy Identity Identity
an aesthetic value direction driver decision indicator
a business asset
a functional & decision driver
technical driver
Design as Strategy
7. 4 Management tools Intangibles
BMi IxD
Goal;
Support management with tools, facts and BUSINESS & MARKETING
INTERACTION
Design for
INTELLIGENCE
information for more informed decision making DESIGN
Design for Competence
Vision
ICC
Objective;
DS
Establishing and create a design process, with
PM VISUAL
the most appropriate approach. COMMUNICATION
DESIGN Project Manager
STRATEGY
Outcome;
A more efficient and effective management Strategy Produce
Design for
Design for
FMC
Expectations
Meaning COLOR &
MATERIAL LAB
ID
IS
Design for Design for
INDUSTRIAL
DESIGN
Control Presence
DESIGN
RESEARCH
MFG
Manufacturing
Tangibles
What do we want other people will associate with us? Who are we? Who are our clients?
Balance between Market status, Potential client,
BU5
internal mar- Statistics and Market status,
R&D --> Roadmap
keting & Design Sales Condition Time to market,
Setting
Input
Technical
Market (Mike)
information
Sales
EE
Development
Brief Development Design Audit (External)
Research & analysis
Activites
& quality
Visual design
Process Roadmap development
/ Design Audit(Internal)
1. Explore or project assurance
templates &
Schedule Workshop & objective Pilot pressentation
Prototype development
1. Deeper understand of 1. Trinity-- User, Tecnical, content
Direction development
external patterns/behaviors/
EcoSystem, Roadmap
Business development
Possibilities
values/trends
Topic (Project Name) 2. Analyze current status,
Product & Segmentation
What is our position?
What do we o er? Who are our competitors?
Directions/Clarification Beta & Compleat
Current Product Status
Deliverables
Identety/ final vertion
Brief (Project Definition) 1. Sync with internal team, New opportunities Pilot Roadmap Road map model Prototype
Recommended modification templates
Give directions,
Scope marketing, BU and ID
2. Visualize our internal
Focus
status
Expectation
3.Create foundation for
the PR materials
Discover & Understand De ne High level development Detaild develop Develop & test Deplyment
Planing Strategy Development Implementation
8. 5 NPD IDMS
$ LOST
(Innovation, Design, Manufacturing & Service )
(New Product Development) RESEARCH
DESIGN
DESIGN
IDEAS
Goal;
Desirability
Transform the OEM NPD to a IDMS NPD
SUPPLY CHAIN
Objective $ LOST
How to transform an ODM/OEM company to a
IDMS/OTM organization?
BUSINESS
TECHNOLOGY
R&R for the design department in this process.
Viability
Feasibility
SUPPLY CHAIN
Outcome;
Increased project hit rate.
CONSUMER
INSIGHTS
Reduce sunk cost.
OEM, ODM
RESEARCH
DESIGN
Marketing Plan
P0 P1 P2
Business Strategy De nition Feasibility & Viability Beta Testing & Marketing Testing
Technological opportunity Tecnological Tecnological Feacebillety Low- delity
Exploration of industry, technical Feacebillety and accessibility. Spec. De nition High- delity
Prototype
trends, feasibility & accessibility Prototype
TECHNOLOGY
Feasibility
DESIGN
Desirability
Proposal Approval
User Behaviors Reviw meting
Project Kick-o meeting
Approval meeting (review Participatory
Scenario Lab, Focus Group, Conjoint Analysis
Goals, Objectives Design Concept, Strategy, Design
Needs identi cation
Time to market Resource, Financial Plan
and etc.)
BUSINESS
Viability
Target Costumer / Segment Opertuntey portfolio Preliminary Business Vibillety Re nd Final
Which country Exploration of targeted user & Business Case Business Case Business Case
Gender costumer groups, there characteris-
Age tics and their unique needs, goals
Social status and objectives.
Scenario
9. 6 Design thinkers
Goal;
Give a push for the design scene in Taipei
Objective;
Create actual and virtual communication
platforms for the design community in and
around Taipei.
Outcome;
Networking and information sharing events.
Music
Mobile
Context
10. ACG User
7
Distribution
What happens today?
Specific information, links that is relevant.
Publication
Event
Educate Promotion
Gives small and concise answer for every day
questions, reduce amount of clicks Exhibit Advertising
WOMM
Filtered maps
Gives you clearer view of what’s around.
Research
Touch point’s
Web Design
Naming
Brand
Requirements
Strategy
Information access Gathering / Research
ACG
What I’m buying and what I’m spending.
Hardware Foundation
Pricerunner, exchange rate etc Transportation Supplier
What is where and how can I get there? User
Product Research
Business
design
Intelligence
Identity
Usability Problem
framing
Prototyping
Explore Direct
Response
Translation & Directions
Gives you hints of what’s around the corner.
Multiple tasks e.g. Translation and direction
Goal;
Interaction
Architecting the
Technology
Generate a deeper understanding of the Always
Information
Architecture
Connected Generation. Software
WEB
Translatior Travel Info Network U2U
Service
Objective;
- Execute a workshop that will give us a broad WorldWideWebb
insight in of Taiwan’s relation to digital and Innovation
Platform
Realizing and Implimantions ACG Mobile
connectivity and spread the word of PEGA’s WiFi 3.5G GPS
Realizing and Implimanting ACG 2.0
research and insight department.
U2U
- Detect interesting personalities that could be Realizing and Implimanting ACG 1.0
Bluetoth
ACG
part in a deeper research session, creating diaries
Concept
Network
USER
Concept
over a period of seven days. Software
Time
Lanching of first
Outcome;
prototyp at World
EXPO
ACG Definition
Product Product
Design principles for a Mobile Internet Device
e
mplet ire,
Four co tionna
ques
- Data board
- Dream ary
di
- Photo
terns
ds, pat
ee
ifying n
4. Ident iors
2. P
r
boa ocess 52 av
and beh
rds
from Quest
op
e worksh two ionna
Past i
day
s wo res + 48
1.Cut & 3. Select 6 ACG's for photo dia
ry
rksh drea
op m
11. 8 Networking Mapping out the network framework
By braking down the topic to Identify the root problems or opportunities
Advanced NPD project
Communication with contextual information
Goal;
Create new product opportunities for our client
and strengthen the relationship.
Objective;
Detect opportunities and market segments
with the most appropriate features for further
exploration.
Understanding the user and map out the real
situation.
Making technology more human
Outcome;
A road map on how the to develop a ubicuous
and secure information platforms.
Project scope Interact
Extract
Interaction Network
Communication Platform
Internet Foundation
IP, Hardware and Software
12. Understanding the user context
Introduce me! Contact list
Getting in contact with the
right person in your network.
Entertain me
You have 10 min in the morning to
How was it the recommend this place?
Friendship messenger
whaighting for the train to arrive. And you
I recognize that guy! Didn’t I see him at??
Location messenger
just what to be entertaind. Your status is
“on the go”
Cloud Cloud
Location
Sharing Bank You have to see this!
Who is around?
Instant sharing/upload. How are we handling,
Easy access for everyone in your network to share swap and for-
Where are my friends? Where should we meet?
sheering, archiving, tagging our media fils.
ward information. Instead of sending the fils, you forward the link
where you can view the content.
13. Mentality - ial Contacts
S oc
The modern performer on P
i
riv
at
Loc
ac y
The young, unconventional power elite:
Intense life in profession and private
They use internet to manage their lives
Multi-optionality, flexible and multimedia enthusiasm
They are the power user of the internet NOW
rences
Statu
efe
s
Pr
s
tie
im
ili
b
T
pa
eE
Handset Ca
ciency
A Forecast of the
Mobile Context:
Social Contacts;
Family, Friends, Colleges, Community
Privacy
Gets now less important but it will be a major dilemma
Status
What am I doing, right now?
Location
An emerging key to context
Preferences
What I’d like to do
Handset Capabilities
Smarter, smaller, specialized
Time Efficiency
Better Software reduces
Learning and usage time
14. A mobile platform that adapts its
behavior to your activities
The system cross pollinate and filter your
web applications to create your one mix of
information. E.g. You can look in to your
Virtualisation
family photo album and see where it was
Cloud
taken and home where there to if the same
persons are back in the city for a reunion, in
a simple and intuitive way.
Mobility is the new platform, and semantic
technologies are needed to deliver
seamless, customizable, context aware
services, any time, any where.
Drops
What are they doing now?
Status
Content Contacts
Who are they?
Filter
Do I know there friends?
Location
Where are they?
Where was this
Picture taken?
15. 9 Orbit
Goal;
Pass the benefits of digital technology to non-digital users.
Bridging the digital divide.
Objective;
The rising accessibility and affordability of digital cameras and camera
phones has created a boom on digital capturing and lead to a stronger need
for simple media management.
ORBIT bridges the digital divide, lowering the threshold resistance for
new technology adoption on both the Top and Bottom of the Pyramid by
providing an analog user experience.
Outcome;
ORBIT is a scalable system that starts with a simple solution and allows
growing its capacity along with the user’s technological abilities.
Starting from a non digital audience, ORBIT proposes a bottom up
innovation, allowing people to store, manage and share their memories with
no boundaries
A haven for your digital memories
Threshold breaker WEB
Service offerings
Digital Camera
Developed Markets - Unlimited safe storage
Europe and USA - Services
- Digital capturing [ORBIT] - communication
Digital capturing storage
Processing
Cheering
Mobile
Increase web accessibility
- Communication
Emerging Markets Revenues
- Digital capturing
BRIC nations
- Web access - Interactive marketing
- Digital capturing
16. Thank you for your time
Feel free to e-mail me at anton.breman@gmail.com
or visit www.antonbreman.com