Anton BremanPortfolio

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

Adaptation Authentic

IntegrationExplore

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

Thank you for your time!