Design Ethnographer | Design Thinking Coach

PORTFOLIOSOPHIE BUERGIN

hello@sophiebuergin.com | skype: sophie.buergin

I am a passionate design thinker - I use design to generate ideas and connect them with market opportunities.

My concerns lie in understanding people and processes. I am passionate about investigating behaviours and finding solutions for peoples problems.

I am experienced in conducting design research, translating cognitions from user research into strategic insights and generating innovative business concepts. My passion lies in creating environments that differentiate companies and ensure customers satisfaction.

I want to design innovative products/services/systems, develop sustainable business strategies and support companies to gain competitive advantage by using design as a strategic tool.

Attitude

During my educational training I have worked in various posi-tions where I have gained work experience in different indus-tries: from middle school teaching to car mechanics, from film production and set design to office work and direct sales.

I consider myself as a social chameleon. In the role of a design manager I have collborated in cross-cultural teams of adverti-sers, graphic designers, branding experts, filmmakers, musici-ans, actors, engineers, circus directors and bankers.

For future employment and education I want to become a service design specialist.

I‘m looking forward to be engaged in a design team where I can contribute design managerial experience to develop innovative business concepts focusing on human-centered experiences.

Experience

Strategic design planning - research, idea generation, synthesis, concept and strategy development.

Design tools for envisioning, co-designing, testing, prototyping and implementing.

Stage- & Set design experience for envisioning and testing.

Graphic design, web development, photography & filmmaking.

As Design Manager I am capable bridging the gap between the fields of management and design.

I have strong developed organisational and intercultural com-munication skills. I am a creative team player and motivator. I believe in the wisdom of crowds and power of co-working.

Design Skills

ATTITUDE EXPERIENCE SKILLS

I am a professional experience researcher.My concerns lie in understanding people and processes.

I apply ethnographic tools to engage with peoples lived experiences and behaviours. I seek to translate ethnographic knowledge towards in-novation sweet spots in order to solve peoples problems and create business value.

I am experienced in reformulate cognitions from user re-search into strategic insights. My passion lies in creating environments that differentiate companies and ensure customers satisfaction.

I want to create innovative products/services/systems, develop sustainable business strategies and support companies to gain competitive advantage by using hu-man-centered design as a strategic tool.

I have worked in different industries from middle school teaching to car mechanics, from film production to of-fice work and direct sales to business consulting.

I consider myself as a social chameleon. I have collabora-ted in cross-cultural and global teams of creatives, busi-ness people, engineers - advertisers, graphic designers, branding experts, filmmakers, musicians, actors, circus directors, programmer and banker.

I am seeking to work in an innovative work environment with people challenging my ideas and enabling me to grow. I want to inspire and share my experience and learn different ways of thinking and doing.

I want to be engaged in a design team where I can con-tribute experience to develop innovative business con-cepts focusing on human-centered experiences.

Design ethnographic expertise for planning, conducting, analysing and translating user research from challenging environments.

Service/Design Thinking tools for needfinding, envisio-ning, co-designing, testing and prototyping.

Stage experience for presenting and public speaking. Basic graphic design, web development, photography and filmmaking skills.

As Design Manager I am capable bridging the gap bet-ween the fields of management and design.

I have strong developed organisational, intercultural communication and people skills. I am a creative team player and motivator. I believe in the wisdom of crowds and power of co-working.

Design Thinking/Opportunity-spotting/Problem-solving• Proficientuseofservicedesigntoolsforvisualizing/envisio-

ning,testing/prototypingandco-designing• Familiarwithdesignresearch–tappingintowhat’shappe-

ningoutthere,sourcinginnovations,analyzing,synthesi-zing,mappinginformation

• Experiencedproblemsolver,usedtothinkthroughcomplexsystemsandknowinghowtoshapethem

• Communicatingcomplexideasinwaysthatspeaktopeopleandenablethemtounderstandtheissuesthroughvisualsandstorytelling

• Iamafreshthinker.I‘mabletogaininsightquicklyandtranslatethemintoopportunitiesforsomethingnew

• Iamanabsolutedoer-Ilovetogetstuckinandmakethingshappen

• Iamresourceful,resolveproblemscreativelyandlovechallenges

• Willingtotakerisks-totrysomethingoutthatmightseemcrazyatfirst

Investigating/Connecting/Communicating• Iconsidermyselfasasocialchameleon• Acuriousinvestigator,opentogotonewplaces,findand

engagelocalpeopleinconverstaionsandactivities,buildreliablerelationships

• Throughpreviousworkexperience,studyprojectsandtravelsIamabletoconnectwithpeopleandfindoutabouttheirlives,needsandproblems

• Non-judgmentalattitudewithabilitytorepresentdifferentpointsofview

• Iamperceptive,abletosynthesiseandsharemyexperien-cesinacompellingwaythatgivesothersinsights

PERSONALSKILLS

People/Management/Leadership• WhilstatuniversityIdevelopedorganisational,planning

andmanagerialskillsgainedwithincreativeenvironments• Ihaveworkedindividuallybutalsoaspartofsmalland

largeteamscollaboratingwithtechnicians,engineers,filmmakers,musiciansandmanagers

• Abletoensureprojectsarefinishedontimeandtotherightspecifications

• Icanputtogetherandmanageateam,includingmoti-vating,inspiringanddeveloping

• Experiencedinsupervising,directingandguidingothersandgroupsinthecompletionoftasksandsetgoals

• Icankeepaclearheadandworkunderpressurewhilealsohandlingtightdeadlines

SwissGerman:mothertongueGerman:proficientEnglish:advanced,languageofeducation+companylanguageFrench:basicknowledge(6yearsschooleducation)

AdobeCreativeSuiteCS4-InDesign,Illustrator,Photoshop,Flash,Dreamweaver.

PowerPoint,Keynote,iMovie,GarageBand.

Verybasichtlm&flashprogrammingknowledge.Apple&Windowsoperatingsystem.Curiousattitudetowardsnewprogrammssimplifyingeverydaylife.

LANGUAGES

BAinProductandIndustrialDesignwithspecialization in Design ManagementLUCERNE UNIVERSITY OF APPLIED SCIENCES AND ARTSSeptember 2007 - June 2010

DesignResearch/Methodolody/UserSegmentation/BrandDrivenInnovation/ServiceDesign/InteractionDesign/ExperienceDesign/ErgonomicDesign/DesignPlanning/BrandAssetManagement/Marketing/UniversalDesign/DesignforSustainability/Enterpre-neurship/ChangeManagement/InternationalManagement/Organi-sationalStructuresandProcesses/CultureandCommunication.

Iamahard-working,responsiblepersonwithworkexperienceindif-ferentindustriesfromfilm-makingtopubliceducation.Withanout-goingpersonalityandtrustworthynatureIwillofferagreatdealofcommittmenttoanyemployerandamcuriousandwillingtolearn.Iamkeentobuildonmyexperienceandfeelaroleinadesignthin-kingenvironmentwillmeetthisdesire.

Keentofindachallengingpositionwhichoffersearlyresponsibilityinreturnfordesignthinkingpassioncombinedwithcommitmenttoachievingpersonalgoalsandbusinessobjectivesinaprofitableway.

EDUCATION

PERSONALPROFILE

CAREEROBJECTIVE

COMPUTERSKILLS

SKILLS based CVSKILLS based CV

PERSONAL SKILLS EDUCATION

LANGUAGES

PERSONAL PROFILE

CAREER OBJECTIVE

USER RESEARCH/DESIGN TKINKING/PROBLEM-SOLVING

• My toolbox enables proficient use of service design tools for visualizing/envisioning, testing/prototyping and co-designing

• As design research expert I generate „thick data“ through interviews and observation, source innovations, analyze, synthese and transfer ethnographic knowledge by applying information design

• I am used to think through complex systems and know how to spot opportunities as an experienced problem solver

• I transfer complex ideas in ways that speak to peopleand enable them to understand issues through visuals and storytelling

• I am a disruptive thinker. I‘m able to gain insight quickly andtranslate them into opportunities to inspire innovation

• I am an absolute doer - I love to get stuck in and makethings happen

• I am willing to take risks and try something out that might seem crazy at first

• Through previous work experience, study projects andtravels I am able to connect with people and find out abouttheir lives, needs and problems

• Non-judgmental attitude with ability to represent differentpoints of view

• I am perceptive, able to synthesise and share my experien-ces in a compelling way to create business value

(Swiss) German: mother tongueEnglish: proficient within business contextFrench: basic knowledge (6 years school education)

I am a passionate worker, responsible person with work expe-rience in various industries from film-making to public educa-tion. With an outgoing personality and trustworthy nature I offer a great deal of commitment to my employer. I am curious and willing to learn and not afraid to fail.I am keen to build on my experience and fill in a role in an inno-vative work environment focusing on human-centered design.

MSC DESIGN ETHNOGRAPHY / EXPERIENCE RESEARCHDJCAD, DUNDEE UNIVERSITY, SCOTLANDAugust 2013 - August 2014

MASTER PROJECT (4 months)with POINT BLANK INTERNATIONAL, BERLINRE.DESIGNING DEATH - DYING IN THE 21ST CENTURY

INDUSTRY BASED PROJECTS Design ResearchExperience Research I + IIStrategic Design ThinkingStrategic Information DesignHuman Computer Interaction (HCI) and Usability

///

BA IN PRODUCT AND INDUSTRIAL DESIGN WITHSPECIALIZATION IN DESIGN MANAGEMENTLUCERNE UNIVERSITY OF APPLIED SCIENCES AND ARTSSeptember 2007 - June 2010

Design Research | User Segmentation | Brand Driven Innova-tion | Service Design | Interaction Design Experience Design | Ergonomic Design | Design Planning | Brand Asset ManagementMarketing | Universal Design | Design for Sustainability | Entrepreneurship | Change Management | International Ma-nagement | Organisational Structures and Processes | Culture and Communication

I am motivated to take on a challenging position which offers early responsibility in return for my expertise combined with commitment to achieving personal goals and business objecti-ves in a profitable way.

WORK HISTORYEMPLOYMENTS FREELANCE WORK

START UP

SKILL GAINERS

SWITZERLAND | October 2012 - Dec 2013DESIGN THINKING at UNIVERSITY OF ST. GALLENInstitute of Information ManagementDesign Thinking Method Coach, Research Assistant

GERMANY, FRANKFURT | April 2011 - Sept 2011DEUTSCHE BANK AGDesign Thinking Internship

SWITZERLAND, GSTAAD | Dec 2010 - Feb 2011LUXURY SERVICE INDUSTRYPersonal Driver, Private Assistant

SWITZERLAND, INTERLAKEN | June 2010 - Sept 2010OUTDOOR INTERLAKEN Adventure Sports ActivitiesMarketing Assistant, Project Management

SWITZERLAND, BERNE | June 2009 - Sept 2009BLITZ & DONNER Communication AgencyFilm & Photography Production Assistant

SWITZERLAND, LUCERNE | Feb 2014, 1 weekUNIVERSITY OF APPLIED SCIENCES AND ARTSDESIGN THINKING WINTER SCHOOLDesign Thinking Method Coach

SWITZERLAND, ZURICH | March 2014, 1 dayNÉSTEAMethod Coach for Business Model Canvas

ENGLAND, DURHAM | Dec 2014, 1 dayDYNALUCID Digital DurhamPublic Workshop Coaching

SWITZERLAND | 2009SARAH SCHAEFER ActressArtist Brand Strategy Development,Webdesign, Production Assistant

CANADA, VANCOUVER | 2010COUNTING ANTS MOVIE PRODUCTIONNeutral Territory - Feature FilmScenography, Horse Stunt, Art Director, Marketing Strategy, Web Development (Beta)

SWITZERLAND, LUCERNE | 2009MAMMUT SPORTS GROUP AGISA Module Event Management HSLU

SWITZERLAND | 2002 - 2010WHY THE HELL WOULD I KNOWRock‘n‘Roll BandBand Member (Guit./Voc.), Tour Management,Stage Design & Performance Strategy

SWITZERLAND | 2007 - 2008EMERGENZA BAND CONTESTStage Manager, Area Management Assist.

ENGLAND, LONDON | Aug 2006GEKKO EVENTS Event Management AgencyInternship Online Communication &Project Management

SWITZERLAND | 2005PUBLIC EDUCATIONTeaching RepresentativeMiddle School Teacher,Private Child Care

ENGLAND, ILFRACOMBE | Oct 2004YHA Youth HostelInternship Hostel Receptionist

SWITZERLAND | 2004 - 2005HAUETER GARAGEOld-timer interior design & mechanics

SWITZERLAND, THUN | April - July 2004CRE8 Communication AgencyInternship - Adobe Creative Suite

SWITZERLAND, WIMMIS | 2002VRENY MUMENTHALER PainterExhibition Assistant, Marketing & Sales,Artist Communication Strategy

SWITZERLANDSWISS SURF FILM ASSOCIATIONMarch 2012 - todayCo-Founder of ‚I Wanna Surf‘Swiss Surf DocumentaryProducer/Design Manager, Interviewer,Camera Assistant, Cinema Tour Assist.

SWITZERLAND, ZURICH | 2013, 3 daysSTART-UP WEEKENDSupportive Coach

SCOTLAND, DUNDEE | Nov 2013, 3 daysSUSTAINABILITY JAMMethod Coaching

SWITZERLAND, WIMMIS | Dec 2010 - Dec 2012GROSIS WIEHNACHTSGSCHICHTESwiss Dialect X-Mas CD Vol. I & IIRecording, Production, Distribution

RE.DESIGNING DEATHFINAL MASTERPROJECT, MSc Design Ethnography 2013/14

CLIENT: Point-Blank International, BerlinDURATION: 21 May - 1 August 2014 (3.5 months)OUTCOME: Landscaping Death & Re.Designing Death Workshop in Berlin, Insights Documentation, Business PitchpackLOCATION: Dundee (UK), Berlin (DE)

// BackgroundThe client, a strategic innovation consultancy in Berlin, wants to start a Re.Designing Death movement. The company aims to explore the different perspectives around death and wants to make a change in peoples relationship dealing with death in their everyday lives.

// Research Focus & ProcessAn ethnographic research focusing on businesses to identify barri-ers why the death industry has developed slowly. We looked at the evolution of urban funerals and compared tra-ditional means of funerals in UK and Germany in order to identify opportunities for business innovation.

Explore Phase - Desk research and project scope framingFocus Phase - Recruiting, Ethics, Fieldwork and AnalysisPool Phase - Insights Presentation & Final Client Documentation

// Skills gainedClient management, Remote teamworkConceptualize, Develop and Facilitation of two WorkshopsChampioning Ethnographic Research - Sensitive Research AreaImmersive Fieldwork - recruiting in Berlin (DE) and Dundee (UK)Interviews in German and English - experience in translatingTeam Sensemaking & Analysis from 76 engagements

Re.Designing

Death

SWISS SURF FILM ASSOCIATIONI WANNA SURF - Switzerland‘s first Surf Documentary

START-UP: Founding member of Swiss Surf Film Assn.DURATION: 2011 - March 2014 (first screening)OUTCOME: Documentary, MovieLOCATION: Switzerland, Indonesia, Spain, Maldives, Nicaragua, Portugal

// BackgroundHow can we encourage people to invest in a Swiss film start-up?Documenting Swiss surfers, their live in a landlocked country, chasing river-surfers and expats who left their homeland just for living the luxury of surfing every day.

// Personal Thoughts‚An idea seems impossible just until the moment you put it intopractice‘ - this guided me through the entire project from found-ing the association throughout the hunt for sponsors. This project proofs that our diverse team of people with highly variable skills managed to break boundaries and enabled their wild ideas to become true. For me, passionate people is key to establish and run a start-up.

// Process & ToolsWhile following legal guidelines such as accounting the association makes use of method from varying industries such as filmmaking (storyboarding) and business while thinking highly creative and using Design Thinking tools e.g. brainstorming, design ethnogra-phy for interviews and visualization techniques to elaborate ideas.

// Creative ContributionProducer, Location manager, Interviewer, Crowdfunging Manager.The diverse team setting allows all four team members to jumpbetween tasks and roles. This setting allowed us to allocate tasks to the person with the matching skill set.

WWW.IWANNASURF.CH

37 Screenings

2‘200 Viewers

5 Festival Selections

BEAUTY ON THE GOExperience Research II, MSc Design Ethnography

CLIENT: Simon Roberts - Stripe Partners, LondonDURATION: Feb 2014, 4 weeksOUTCOME: Client presentation, documentation, videoTEAM: 4 ppl - (Canadian, Chinese, Swiss)

// BackgroundThe client, Simon Roberts from Stripe Partners (London) asked us to apply Social Practice Theory for an ethnographic study on beauty.

// Research Focus & Challenge Exploring the practice of carrying and applying facial beauty pro-ducts on the go. A theory based ethnographic research applying the mindset and principles of social practice theory to structure, conduct, analyse as well as presenting research insights and inno-vation opportunities.

// Process & ToolsA thorough study of social practice theory inspired to define four focus areas: Stories & Symbols (Cultural belief system), Stuff & Tools (Objects), Behaviour & Skills (Doings) and Time & Space (Where and When). The research questions, approach and analy-sis was structured to generate insights to the specific focus areas.In order to study practices I recruited a Go-Along observation, spent time in women sports changing rooms and used the dScout, a digitl research App.

// SkillsGo-Along -Observation method, dScout - App for Digital Ethnography,Theroy based Design Ethnography - Social Practice Theory

REDUCING LGBT ISOLATIONExperience Research I, MSc Design Ethnography

CLIENT: Stonewall Housing, LondonDURATION: Nov 2013, 3 weeksOUTCOME: Client documentation & presentationTEAM: 4 nations team - Scot, American, Chinese, Swiss

// BackgroundOne Small Step by Stonewall Housing is a service aiming to make it easier for volunteers in London to help isolated, older (50+) LGBT people with small day-to-day tasks.

// Research FocusHow might we reduce service barriers for isolated, elderly LGBT people?

// Process & ToolsRecruiting of 12 interview partners within 5 days for one-to-one, phone and Skype in-depth interviews supported by desk research to deepen our knowledge with existing literature and studies. During a three days sense-making session we identified the uni-versal themes and barriers for older, isolated LGBT’s valuable to improve One Small Step‘s service strategy.

// SkillsEstablishing and handling of Ethics and Consent, Recruiting specific Participants within short timeframe,Research Planning, In-depth Interviews on sensitive topics,Recording and Writing Fieldnotes, Transcribing & Hot Reports,Team Analysis & Sense-Making, Client Project Documentation

DIGITAL DURHAMApplied Design Ethnography & Service Design

CLIENT: Dynalucid, Edinburgh (UK)DURATION: Oct 2013, 1 week research + workshopOUTCOME: Insights used for public workshopTEAM: 3 ppl. team / 10 people group

// BackgroundDynalucid, a Edinburgh based service design company, selected ten students from Dundee University to conduct fieldwork and support them during workshop facilitation.

// Research Focus & Challenge How to increase innovative ways for businesses and organisations to use technology when broadband is being introduced to the region.

// Process & ToolsDuring 3 days we engaged with people in rural and urban areas in the County of Durham in order to gather insights and thick data to tell the stories of people working in businesses. We managed to identify the challenges people face using technology and the internet within their business context and the impact of the slow internet connection.When was the last time you couldn‘t see FB pictures anymore be-cause the connection was too bad? How would you market your business in this situation? Where will businesses need support when broadband becomes available?

// SkillsImmersive Fieldwork including Interviews & ObservationsSensemaking, Personas & Storytelling, Pain Point Analysis,Workshop Preparation & Facilitation

SUSTAINABLE CREATIVE COMMUNITIESStrategic Design Thinking, MSc Design Ethnography

CLIENT: Vanilla Ink., Dundee based Jewelry IncubatorDURATION: Dec 2013, 4 weeksOUTCOME: Client aqcuisition, workshop, presentationTEAM: 8 ppl - (Chinese, Scottish, Indian, Swiss)

// BackgroundHow can Strategic Design Thinking support creative businesses in the city of Dundee?

// Research Focus & Challenge The city of Dundee provides a home for numerous communities, start-ups and established business in the creative sector.Although people start companies with enthusiasm many creative start-ups face challenges after three years. Together with Vanilla Ink., the jewelry incubator supporting gradu-ates towards setting up their businesses, we created a workshop format enabling strategic design thinking for planning future businesses.

// Process & ToolsThe three hour workshop format included seven tools from future business prototyping to visualizing business strategies which engaged the ten participants to think about their business ideas in a tangible way.

// SkillsChampioning Strategic Design Thinking,Team Workshop Facilitation, Company Recruiting,Double Diamond Design Process (Design Council UK)

DESIGN THINKING WINTER SCHOOLDesign Thinking & Needfinding Method Coach

CLIENT: University of Applied Sciences and Arts Lucerne (HSLU) LOGITECH (Industry Partner)DURATION: Feb 2014, 1 weekOUTCOME: Coaching student innovation teams towards tangible prototype presentations to the industry partner.

// BackgroundA one week Design Thinking project in collaboration with Larry Leifer from Stanford University and industry partner LOGITECH for interdisciplinary, international bachelor student teams.

// Research Focus & Challenge Forming innovation teams with students from business, design and engineering backgrounds to tackle a problem statement with the Stanford design thinking method. My challenge was to intro-duce needfinding in a 20 min presentation, get the teams ready for user research in the field and doing in-the-field coaching in order to let the teams identify needs at the end of the day. Co-coaching together with the HSLU during the prototyping pha-ses and getting the teams ready for their final presentations.

// Process & ToolsStanford Design Thinking Process, Needfinding & In-the-field coachingCritical Function-, Dark Horse- and Funky Prototypes,Life size Personas, Foresight Thinking Tools

// SkillsDesign thinking & co-coaching for interdisciplinary BA students,In-the-Field coaching to foster rapid needfinding skills

University of St. GallenDesign Thinking Coach / Research AssistantInstitute of Information ManagementOctober 2012 - December 2013

Changing perspective - after working in a design team at Deutsche Bank I deepened the knowledge of Stanford‘s design thinking method by working as a coach at the design thinking division from the University of St. Gallen.

// Design challengeHow can I inspire and evoke people‘s curiosity through asking questions in order to drive innovation within teams?

// Job descriptionDesign thinking course and method coaching of the IMT Master program, method workshops for professionals, international design thinking conference management (SUGAR).

// Personal thought & LearningsBeing put in the role of a coach deepened my methodical know-ledge by constantly getting asked questions on the value and use of the design thinking method.I also learned to explain the value of human-centered innovati-on and to convey the mindset through planning and conducting workshops for students and professionals.The organization of the global design thinking SUGAR/ME310 kick-off learned me to professionalize my communication skills while coordinating 6 Universities and over 20 design teams.I have developed my passion for acting as an enabler - putting people together to help them make their innovative ideas become tangible.I am an absolute supporter of rapid prototyping and direct user testing in order to dig deeper into peoples needs and behaviors.

Design ThinkingUniversity of St. Gallen

DEUTSCHE BANK Internship, Design ThinkingDesign Thinking Embedded

During a 5 months internship, two interdisciplinary teams tackled two design challenges from Deutsche Bank GTO applying the Design Thinking process by Stanford University.

// Design challengeRedesigning the customer advisory service of the future.

// Job descriptionBy applying Stanford‘s human-centered design thinking process focusing on needfinding, ideation, prototyping and testing the design teams experienced how to conduct an innovation project within the company structure of a bank. Coached by two expe-rienced method coaches from the University of St. Gallen, the teams worked towards the final experience prototype - an iPad application.

// Personal thought & LearningsWorking in this setting of people with diverse backgrounds and skills taught me how to organize teamwork. Even though our working environment was designed as a start-up within the bank I experienced the challenges of conveying innovative ideas to the people working for the bank.During workshops together with professional coaches from DB I learned to keep an open mindset for getting inspired by professio-nals while also communicating my outside-in perspective.Following the Stanford design thinking process taught me how valuable it is to follow a milestone driven structure during an innovation project.The low-resolution prototyping and testing approach influences my way of tackling working tasks ever since.

Eco Student‘s GuideDesignforSustainability

The‚EcoStudent‘sGuide‘isacredit-card-sizedguideforstudents,featuringinformationaboutacity‘swastedisposalsystem.

//DesignchallengeDevelopmentofaproductprovidingguidelinesinanywayvaluablefortheeveryday-student-life.

//PersonalthoughtSensitizestudentstoactivelyseparatewaste.Designofaproductthatfacilitatesasustainablelifestyle.

//CreativecontibutionBrainstorming(productideageneration),researchoncityrecy-clingsystem,planning/conducting&evaluatingstudentsurvey,responsibleforprojectdocumentation&presentation.

//Process&ToolsIdea generation-deskresearch,mindmapping,studentsurveyProduct development-index&contentbuildupFinal product-paperprototype,projectdocumentation

//NotesSchoolassignment-4days-2007Multinationalteam,3people,Swiss/Brazilian

DesignforInnovation-targetingtheLOHASsegment

AnalysisofaSwissorganicjuisecompanyonthetopicofmarketpotentialandpenetration,productdevelopmentandproductextension.

//DesignchallengeIntegratedesignmanagementwithinthecompanystructureofBiotta.Designproposalsforanewproductdiversificationconceptandmarketingstrategy.

//PersonalthoughtHowtorevitalizeanestablishedorganicjuicecompanybykeepingitsvaluesaswellasattractinganewcutomersegment(LOHAS).

//CreativecontibutionFieldresearchandanalysis(competitoranalysis),brandaudit,customersegmentation,methodology(fieldresearch,personalinterviews,5Why‘s),designaudit,hypothesistesting(solutionselecting),projectdocumentationandpresentation.

//Process&ToolsDesign research and analysisSWOTanalysis,ecosystemanalysis,porter‘sfiveforces,com-petitoranalysis,positioningmatrix,trendresearch,brandandcommunicationanalysis,customersegmentation,shadowing.Innovation scenario/development/planningDesignaudit(designatlas),designcriteriaframework,designmanagementstrategydevelopment&framework.

//NotesSemesterschoolassignment,2009/2010Teamwork,3people,Swiss/Dutch

BIOTTA

BIOTTAJUICE

WAY OF CONSUMPTION

ASSOCIATIONS

CONSUMPTION

EXPECTANCE

DEFINITION

BUYINGBEHAVIOUR

LIKES/DISLIKES

KNOWLEDGEKNOWLEDGE

MEANING

TASTE

ASSOCIATIONS

PERCEPTION

CONSUMER BEHAVIOUR

PURCHASEBEHAVIOUR

BELIEFS & VALUES

BENEFITS

ATTRIBUTES

SincerityHealth

Wellbeing, OrganicFamiliarity - Tradition

Quality - TrustQuality - Swissness

Choice, products can be “trusted”, familiarity, healthy products are guaran-teed, high quality juices, improvement of wellbeing, strengthens the immune

system, vitamins are provided,

Variety of fruit & vegetable juices, mixed blends, organic products, high quality, high recognition value, healthy,

expensive, distinctive taste, heavy & big bottles, unique production process, “Saftkur”, Bio Suisse label,

made in Switzerland, good for health issues

Culture for Design

Peoplefor Design

Planning for Design

Processfor Design

Researchfor Design

1

2

3

4

5

6

789

10

11

12

13

1415

Now 2. Implementation of Design-driven Strategy

1. Design Management Integration 3. User- and Environment-centered Development

Biotta®

USER- /ENVIRONMENT CENTERED

DEVELOPMENT

PRODUCT-

PRODUCT MGMT

BRAND MARKOM

GROWTH AND PERSPECTIVE INTERNAL PERSPECTIVE CUSTOMER PERSPECTIVE BUSINESS PERSPECTIVE

Design ManagementIntegration

Exploit full Market Potential

Design Driven Strategy

Restructuring Customer-centeredInnovation

New CustomerTouchpoints

Design Integration

Stability

Closer to CustomerCustomer Experience

Revenue Growth

Increase Profit

Up to dateProduct Portfolio

IMPERATIVES• Build on Swiss quality processing• Communicate uniqueness• Exploit market potential• Establish a new position within Biotta responsible

for a transparent communication flow• Tap the full potential in communicating to existing

and potential customers (LOHAS)• Introduce a design driven strategy• Emphasize health as being a substantial part

of indulgence

DEVELOP & STRE

NGTH

EN

COMMUNICATE REDESIGN

REVITALIZE

CONSOLIDATE

GROWTH AND PERSPECTIVE

INTERNAL PERSPECTIVE

CUSTOMER PERSPECTIVE

BUSINESS PERSPECTIVE

Ultimately the proposed strategy aims at(1) realising sustainable growth, (2) revitalising and strengthening the brand, and (3) attracting new customer segment (LOHAS)

ExperienceDesign-ServiceDesign-User-centeredDesign

Analysisofcanteenserviceandcustomerflow.Developingfeasibleserviceimprovements.

//DesignchallengeGettingfamiliarwithservicedesigntoolsanduserresearch(Methodology).Insightanalysis&synthesis,creating/testing/refiningdesignproposalstogetherwithclient.

//PersonalthoughtExperiencethechallengeofvisualizingintangibles,designing/testing/refiningofserviceprocesses.

//CreativecontibutionDesignmethodology(shadowing),focusgroup,expertinterview,customerflowmap,insightstructuring,3Dsketches,serviceconceptdevelopment,projectpresentation.

//Process&ToolsResearch phase-familiarizewithserviceandexperiencere-searchtools,applyservicedesigntools,userresearchonserviceinteractions.Design phase-synthesizedataandcontextualizeinsightsintofeasibledesignimprovements.Testing and refining phase-servicetesting(mockup)andrefi-ningaccordingtonewinsights,clientdocumentation.

//NotesSemesterschoolassignment,2008Teamwork(5people)supportedbyclientconsulting

UNIVERSITY CANTEEN HSLU

Design concept proposals

ImplementedbyIndustryPartner.

Scenario 1hot meal

Scenario 2sandwich

1. read menu2. get tablet and napkin3. take cuttlery4. take warm plate5. get something to drink6. hand over plate to lady serving the hot meal7. seasoning8. change row to cashier and pay for meal9. find a seat and have lunch10. put back tablet, plates cuttlery on trolley

1. get tablet and napkin2. get cuttlery3. get sandwich4. pay5. get water for free outside6. eat

1

1

1

2

5

6

4

2

6

7

8

9

2 1

10

3

45

23

SCENARIO 1

SCENARIO 2SCENARIO 3SCENARIO 4

Frame Where to eat? Hallway A lot of Space Could be used

Furniture

Fire exit problem

Outside Weather Only on sunny/warm

days

People sitting

everywhere (floor,

grass)

Furniture Small tables and

concrete benches

Put party benches

outside?

Restaurant Crowded

Designed for 60

people

Could be changed Make other places

more

attractive/make

available/aware

Classroom Plates/cutlery

“disappears”

Take-away dishes Waste?

Way to classroom is

long

Regulations?

Stairways Block the stairs Should be avoided

Uncomfortable Risk of cystitis (!)

Where to

work?

Kitchen Cooking Regulation Can’t be

“outsourced”

Appliances needed

Time 07.30 – 10.00

Cleaning Dishwashing

machine

Running at full

capacity until 16.30

Take-away could

improve this

Preparing Time 10.45 – 15.00

for the next day

Why during peak

hours?

Change shifts to less

crowded times and

use space for hot

meals/salad

Regulations Can’t be done in

another room

Serving 11.30 – 13.00 (hot

meal)

Not enough hot

meals for HSLU

students

Change time?

Storing 4 fridges

Small room for

storage

MENU

DAILy

Ess Senti

MEALS AND DRINKS

EssSenti INFO

&WEEKLY PLAN

DesignMethodologyforHirslandenHospitalSt.Anna

//Designchallenge‚DeepDive‘fieldstudyfocusingonpatientwell-being.Inordertounderstandavisuallyimpairedpersonssenseofdirectionourgroupinvestigatedthehospitalwearingpreparedsunglasses.

//PersonalthoughtToreallyunderstandhandicappedpeoplesrestrictionsdesinmethodologyenabledustogathervaluableinsights.Bywearingthepreparedsunglassesweobservedtheimpor-tanceoflightincontextofahospitalssignagesystem.

//CreativecontibutionDocumentationofdesignmethodologyapproachandinsights.Signageconceptforvisuallyhandicappedpeople.

//Process&ToolsDigital camera - prepared sunglasses - pathway assignment.1patient,1observer/notetaker,1photographer.Result:insightpresentationforthehospitalbordofdirectors.

//NotesSemesterschoolassignment,IndustryPartner,2008Multinationalgroup(3people),Swiss/SriLankan

DESIGN FOR PATIENT DIGNITY

FLOOR 1

FLOW CHART

ENTERING HOSPITAL LOOKING FOR RECEPTION ASKING FOR DIRECTION WALKING THROUGH HALLWAY LOOKING FOR ELEVATOR

OBSERVATION:- signs are hanging above the elevator and are hard to see for elderly people

OBSERVATION:- hallway is bad illuminated, hard to �nd elevator becuase of bad signalisation

OBSERVATION:- clear description, very helpful and friendly

OBSERVATION:- no help needed, door is labelled and automatic

OBSERVATION:- easy to �nd

INSIGHT:- elderly people might have problems to �nd the patient and visitor elevator.

OPPORTUNITY:- wouldn‘t it be better to hang the two di�erent elevator signs lower to make it easier for patients and visitors to �nd the right one.

FLOOR 3

FLOW CHART

PRESSING BUTTON LEAVING ELEVATOR ENTERING DR. FROESCH‘S PRAXIS ASKING FOR SMOKING AREA TAKING ELEVATOR, GOING UP ONE FLOOR

OBSERVATION:- signs are hanging above the elevator and are hard to see for elderly people.

OBSERVATION:- non smoking hospital

OBSERVATION:- no braille, confusing sign of di�erent �oors.

OBSERVATION:- no announcement about �oor in elevator, no �oor signalisation.

INSIGHT:- elderly people might have problems to �nd the patient and visitor elevator.

INSIGHT:- elderly people might have problems to �nd the doctor‘s o�ce.

OPPORTUNITY:- wouldn‘t it be better to hang the two di�erent elevator signs lower to make it easier for patients and visitors to �nd the right one.

OPPORTUNITY:- wouldn‘t it be better to have an audio signalisation in the elevator to announce the �oor. it could also be good signalize the di�erent �oors by colouring them.

INSIGHT:- elderly people might have problems to press the right button.

OPPORTUNITY:- wouldn‘t it be better to have a clear sign of the di�erent �oor which match with the numbers of the elevator buttons.

Ergonomicdesign-User-centereddesign-Engineering

Detailed3Dsketchesofdriver‘scabininteriorsupportedbyspe-cificdesignguidelinesforindustrypartnerBärtschiFOBRO.

//DesignchallengeDesignastilttractordriver‘scabinconsideringergonomicdesigncriteriaandfactualmeasurementsfromengineers.Provideindustrypartnerinsightson:currentdriver‘scabins(trendresearch),ergonomicstudy,product&materialresearch,customerrequirements.

//PersonalthoughtExperienceworkingonatechnicalprojectandprovidingclientwithundarstandableinsightsonhisproductfromadesignmanagerialperspective.

//CreativecontibutionFieldresearch,competitorresearch,designcriteriaframework,ergonomicstudy,userscenario,sketching&prototyping,finalprojectpresentation.

//Process&ToolsResearch phase-companyanalysis(visit),fieldresearch(agri-culturalmachinefair)&expertinterviews,material&productresearch,usability(field)researchDevelopment process-familiarizewith(innovative)productdevelopmentprocesses&tools,applyingbasicsofergonomicdesign,designcriteria,3Dsketches&CADprototype

//NotesClient:BÄRTSCHIFOBRO,semesterschoolassignment,2009Teamwork&interdisciplinarycollabrationwithCADspecialist

DRIVERS CABIN

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Page 28Driver’s cab for stilt-tractor / Bärtschi-FOBRO AG / Sophie Bürgin & Quentin Crausaz / HSLU / DMI / March-April 2009

To start with developing a project one has to consider that there are two different types of design - user-driven design and technology-driven design.When the user interacts with a technological-driven product it is also user-driven.The drivers cabin of the stilt tractor is therefore a technological- and user driven- design product. User-driven products require ergonomics aspects to be considered so that the product is more user friendly. We therefore decided to draw a user centered design scenario to analyze the most important points of con-tact between the user and the product as well as the interface between the tractor and the cabin.

To come up with the user centered design scenario we asked Manfred Bermes about the procedure of working with the stilt tractor in the vineyard.

///// User-centered design Concept phase

- Entering the tractor on the left side- Sitting on the chair, fasten the seat-belt, starting the tractor- From time to time it is necessary to do some mainte-nance work (oil level checking, greasing or refueling) before getting started- after driving to the vineyard it is important to do the working position before starting to work (adjusting of row width and height, adjusting the working ma-chines)- by working in declination the tractor is always ad-justed horizontally

Manfred Bermes also stated that the arrangement of the different handlers of the actual stilt tractor is per-fect. He wishes to have a joystick on the right side of the drivers seat to operate the machine more easily.

Name: Hans-Peter ZweifelAge: 48Nationality: GermanStatus: Married, 4 children Occupation: Winegrower

Hans-Peter Zweifel is working since decades in the

domain of his ancestors. Over the years, techniques

and tools used in the vineyards have evolved. Hans’

most recent acquisition is a brand new Stilt-tractor

developed by the Swiss-based Firm, Bärtschi-FOBRO.

This morning, like any other, Hans is ready to drive his

new tractor to the vineyard.

Hans-Peter Zweifel is the persona we’ve invented for the user-centered senarios.

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Page 29Driver’s cab for stilt-tractor / Bärtschi-FOBRO AG / Sophie Bürgin & Quentin Crausaz / HSLU / DMI / March-April 2009

///// User-centered design I Concept phase

Hans Peter Zweifel is driving his stilt-tractor to the domain and using it on the vineyard

When Hans-Peter is entering the domain he doesn’t have to get off the cabin. Everything can be controlled form the inside.

While driving, the visibility in front of the tractor is crucial but Hans doesn’t have any problem. The visibility is good enough and the tractor is pleasant to drive on the road. Moreover every instrument needed are well placed.

Entering the domainDriving on the highway

Just before starting his journey, Hans makes sure the back wheel is blocked and the headlight put on. He fasten his seat belt, grab the ergonomic well-adjusted steering wheel and presses down the gas pedal.

Ready to hit the road

Comfortably installed in his shock-ab-sorbing seat, he wedge his Thermos into the cup holder and turn on the radio. It’s 7 am and Hans is now ready to put his key into the ignition.

Once on the side of the tractor, He easily open the door with one hand climb on the first step and pull himself into the cabin with the hand holder. When seat into the cabin he can easily close the door without a sound.

It’s early in the morning and Hans is heading to his brand new stilt-tractor with a Thermos of coffee. He is looking forward entering the cabin because it’s a comfy and warm place.

Get installedEntering the tractorHeading to the tractor

Once at the beginning of the vineyard he adjusts the space between the arms with the width of the vineyard. He is using the controls on his right hand and can easily adjust the arm in an optimum way.

In order to have a higher turning circle, he unblocks the back wheel and place his tractor in alignment with the vine-yard. He doesn’t forget to switch on the emergency light

Arm adaptationAlignment with the vineyard

///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// Page 30Driver’s cab for stilt-tractor / Bärtschi-FOBRO AG / Sophie Bürgin & Quentin Crausaz / HSLU / DMI / March-April 2009

///// User-centered design II Concept phase

Hans Peter Zweifel is spraying pesticide on the vineyardChecks the visibility and controlsStarts the air-conditioningCloses the door and the windowsMakes sure everything is okay

As Hans is driving through the vineyard spraying the pesticide, he makes sure of the working of the spraying element. He also looks at all the controls and at the green light. A gauge indicates him the pesticide level remaining in the tank.

As the air pressure inside the cabin has to be higher than outside, Hans starts the air conditioning. When the pressure is high enough, a blinking green light indicates him that the cabin is pressurized.

Before spraying, Hans makes sure the cabin is airtight. He checks all the windows, the ventilation system.

The spraying-element has been placed behind the tractor and is ready to use. All the controls related to its use are well place into the cabin.

When Hans is at the end of the vineyard he takes away the tools and turns around. The visibility is good enough and he doesn’t have to move too much to see every thing.

While working in steep slopes he can adjust the seat and the steering wheel.

Once the tools are in place, Hans just has to use the gas pedal and the steering wheel. He also has to check outside to see if the tool is still in the right position.

Turn around Hill drivingDriving through the vineyard

The visibility from the cabin to the tools is good. Hans can easily look at what is going on outside. Before he starts to drive through the vineyard he checks every controls and information related to the automatic hydraulic system.

Check the visibility and controls

ExhibitionDesign-ExperienceDesign-Modelbuilding

//Designchallenge3DfairschowroomconceptforWILLIASUTischundStuhlAG.

//PersonalthoughtsDesignaclassicshowroomconceptforaSwissluxurytableandchairmanufacturer.Createauser-&transportfriendlyconceptadaptabletodifferentlocations.

//CreativecontibutionCompanyandcompetitorresearch,trendanalysis,3Dmo-delbuilding(responsibleforlightingsystem),presentationofshowroomconcept.

//Process&ToolsCompany research-companyvisit,expertinterview.Competitor analysis-industryresearchonfairshowrooms.Customer research-potentialcustomerprofile,ideageneration.Concept development-3Dprototype,projectdocumentation.

//NotesSemesterschoolassignment,IndustryPartner,2008Multinationalgroup(5people),Swiss/German/SriLankan

WILLISAU AG

A Design Managerial Approach towards Building Brand Experience for a Service Start-Up.

Thethesisprovidesaconceptforcoherentbrandexperiencedeliveryacrossallcustomertouchpointforaservicestart-up.

//AbstractThehypothesisisthemedaroundtheinvestigationoftheDesignManager‘sabilitiestosupportaservicestart-upcompanyintheprocessofbrandbuildingtowardscoherentexperience.ThecasestudyofaSwissservicestart-up,operatinginthehospitalityindustry,documentsadesignmanagerialapproachofbuildingabrandtowardsexperience.ThemethodsappliedgiveanadequateimpactontheDesignManager‘sskillsincontextofguidingastart-upthroughthefive-stepprocessofbrandexperiencebuilding.Theresultofthethesisshowssolutionsforthecompanyinvesti-gated,Gleis13,towardsbetterbrandexperience.

//FinalGrade•C

BachelorThesis

CAFÉ &BARLUZERN

Beloit Film Festival

Interrobang & Treasure Coast Film Festival

Maverick Film Awards, NYC Film Festival

SetDesign-Storyboarding-Production

Batrick Bishop ‚For the sake of her‘, Jellyfish Collective, 2011Greis ‚Bien Avant‘, Jellyfish Collective, 2010‚Mattmark‘, Blitz&Donner, 2009‚Neutral Territory‘, Counting Ants Production - 2008

//DesignchallengeVisualizeconceptsthroughstoryboarding,plan&arrangepropslogicallyforsmoothshootingprocess,shootscenesfromdifferentangles&arrangingsetaccordingly,experienceworkingininterculturalteamsof20people.

//Positions&AssistancejobsProductionassistant,setdesigner,artdirector,costume,animalcare&stunts,conceptdevelopment,storyboard,continuity,scenography.

//PersonallearningsWorkingonfilmsetshastaughtmethehandling,arrangingandre-arrangingofprops.Ihavelearnedtodirectpeoplewithingivenspaceandactions.Experienceinstoryboarding&setde-signhashelpedmetospecializeinvisualizingandtestconceptswherepeopleinteractwitheachother.

FILM

NOMINATION Best

Screenplay

WINNER Best Cinema-

tography

WINNER Best Feature

Film

OFFICIALSELECTION

Bejing

OFFICIALSELECTION

Lucerne

vimeo.com/designmanager

Marketing-Branding-Programming

praxisgemeinschaft-thun.chbarbaraklopfenstein.chneutralterritory.net (beta version)barbarareinhard.chjanagemperle.comsarahschaefer.comjosiastschanz.com

//DesignchallengeWorkingforaclientoverseas(developingeffectivecommunica-tionstrategy),thoroughcommunicationstrategydevelopment.

//PersonalthoughtEveryprojecthelpedmetodevelopmypeoplesskillsandgainingpracticeinestablishinginterpersonalrelations.

//Process&ToolsPrograms:AdobeFlashCS4,Dreamweaver,wix.com,WordPressClientmeeting>Taskdefinition>Benchmarking/Onlineresearch>Designstrategydevelopment>Mockup>Clientfeed-back>Programming>Feedback>Finaladjustments&Hosting.

WEBDESIGN

Switzerland/Lucerne

//DesignchallengeOnMarch11th2011,peopleinterestedinserviceandcustomerexperiencedesignmetininterdisciplinaryteamsallovertheglobe.Inaspiritofexperimentation,co-operationandfriendlycompetition,abrandnewservicesinspiredbythesharedtheme(SUPER)HEROESgotdevelopedinonly48hours.

//PersonalthoughtsAfterseeingwhatishappeninginJapan,wetriedtofindaservicewhichsupportsmotherstohelptheirkidsrecoverafteratraumaticexperience.Sheroeisasimpleandclearguidethatsupportsandaccompaniesmothersstepbystepthroughtherecoveryprocess.

//PersonallearningsReactingonaninstantsocietalissuethroughdevelopinganinnovativeproduct-service-systemforuniversalusage.

GLOBAL SERVICE JAM 2011

vimeo.com/designmanager

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