Anton Breman Portfolio

1. Anton Breman
Portfolio

2. Background:
Research Concept Product Sustainability PSS
Product, Service, System
Design Design Brand Business
development development Strategy Management Design
Work experience:
Education:
2002 2004 2006 2008 2010

3. Case 1:
Vida
The 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

4. Vida
Vida is an interactive recipe book Increase
Project objectives
and a domestic health analyzer.
between good health, food and
A tool that merged into the families purchasing and
eating patterns that will enrich life quality and prevent
the environment.
health problems. Provide fragmented dietary families
with inspiration and tailored menus for family members food habits and groceries.
and guests.
Three trends created the foundation of the project.
Decrease
1. The growing numbers of health and food related diseases
and allergies.
2. The increasing demands and confusion around eco- footprint.
products and purchasing decisions.
3. The growing field of domestic health care. in the family.

5. Behavior & Patterns
Our food system is off balance We throw too much.
Our eating habits is changed g
Half of the produced food is If we stop wasting food, the CO2 Impact would
is starvin thrown away in the US. be the equivalent to taking 1 in 4 cars of the road.
1 billion
1/4 meals are eaten in fast-food, in a car, while
in front of TV or computers n is obese
1 billio
200 billions on 100 billions
diet-related illnesses
on diet aids
It is estimated that food waste by the USA
& Europe could feed the world 3 times over!
110 billions 50 billion
on vegetables
on fast food
We eat too much. Obesity Diabetes Opportunity
We should eat half a pound meat per week. Meat production causes more 67% of adults is 40 - 45 % of all school Modern world pan-
The amount we currently eat in average per day. emission than all transporta- obese & 1/3 of chil- children in the US demic, high blood
tion combined dren is obese or could be insulin pressure, heart attack,
Recommended Daily intake overweight. dependence within a cardiovascular disease,
decade diabetes, stroke, some
Energy production cancer, hyper tensions
are a direct result from a
western diet. 95% of the
cases are preventable
just by changing diet
and lifestyle.
Calories Available
Meet produktion
Per person day in the U.S. food supply
4,000
3,500
Transporation
3,000
1975 1985 1995 2005

6. 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
Support Guidance 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.
Joy Trust
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 Tactile
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.
Motion

7. Business Model
Vida 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.
Content providers Service provider
Basic Users
External partners
User groups
Local supplyers Premium Users
Cash flow
Knowledge flow
Material flow
Product flow
Transportation
Direct Marketing

8. Vida Service
The 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
Costumer jurny
and culinaryfood
reguarding 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.
Pro le Menu Purchase Cooking
Users
Intercation
Measure glucose If the user have Speci c and The data is A variety of The user can Suggestion on Where and what When the food is Vida is showing Menu feedback
level (infrared) any allergy or individual pro les analyzed and di erent dishes now plan more what ingredients to buy, depending delivered Vida is the user step by on the Vida
body temperature, other health are made and synchronized with small varieties in detailed what and how much is on location they also providing step the recipe in network.
pulse rate, blood related permanent stored for all for the members to eat over a required for the can order home storage tips for an informative
pressure. or temporary members and with speci ed certain time menu so you don’t delivery for the the groceries. and inspiring
Vida health issues. frequent guests. needs period. buy too much. groceries. approach.
If the vital signs The system identify The information is Cross reference The pro les are The database With a network of Partnering up with The social platform The system learn
Tips, facts and
change signi cantly, and mark all the with the nutrition suggests a versatile grocery provider local delivery provides the users
ltered to detect cross reference information on the family
Vida lets the health
care provider know ingredient that the what substances library to nd the with the recipe menu over longer the system can cervices the with handy and the food that can preferences for
immediately, so that allergy or status the user should right balanced diet database to periods based on provide locally and product will travel inspiring tips on spark the interest. more intuned
appropriate medical will e ect and should not for each member identify the right seasons, location seasonal products as short and growing storing menu sugges-
care can be consume. and as a family. menu. and supply e ective as and recycle their
Back stage administered. possible. food products.
tions.

9. Vida Product
lines 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.

10. 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

11. 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.
Business Partners
- District / City
- Hotel rooms
- Event management
Hotel experience
Locations
Personalized
information Direct advertisement
- Information bank
- Business
Service
Guest Pro le
Customers
- Customer bank - Advertisement

12. 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.
From Hotel Service >>>>>>>>>>>>>>>>> to >>>>>>>>>>>>>>>>>>>>> Travel Experience
Service Support Service Management Service Equilibrium Service Equity
Typical Service as a means to aid Service as a managed Service as a balanced Service as a platform to
characteristics product sales and supply process creating relationship between create new value that is
efficencies provider and customer of benefit to all parties
Customer Consumer Customer Client Prosumer
orientation
Travelers
Activities and associations that are
directly related to the sector.
Technology/ Customer Database Customer Relationship Customer Experience User Engagement
Bags
Transportations
System Management Management Platform Wether
Reservation
Lost luggage
The situation that is created between the
different relations in the micro system State of the market
Seasons
Buildings
Speeding
Markets
Hotel
Parks
Parking
Events
Drive/Value Quick Money Slow Money Money/People Social Impact Spot
Crime
The consequences by internal or external
factors that the sector doesn’t have Queue
Whether
control over. Roads
Speakers Sidewalks
State of the market
State of the market
Ideological, economical, historical, Staff member
political valuation and conditions.
Eating
Owners
Self-Image Producer Service Provider
Cleaning
Co-Producer Enabler
Rooms
Hotel

13. Target group:
Short-tripper The Individualist Adventurer The wealthy e- tourist Eco - tourist 50 + The friend
Growing traveling
segments
The “real” costumer is a blend >
Adventurous are looking for Europe as there backyard
Mentality: experiences
Want to become one of the Wants to be explorer not What’s an exotic Right place at the right Shorter trips but more
locals tourists. destination time frequently

14. Adaptation Authentic
Explore Integration

15. Business Model
HS 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 B
B to C
Key Partners Key Activities Value Proposition Customer Relationships Customer Segmentation
Local business Provide and manage the 1. HS connect local business to Automated-service Local businesses
platform and logistics guests based on personal profiles
Content providers Automated-service & local support Travelers
Promoting 2. HS match customer desires and
local business offerings.
Channels
Key Resources Internet channels
platform and the pods.
Internet channels & Local businesses
Cost Structure Revenue Stream
Pod & platform development and maintenance. Direct advertisement
Basic usage fee + extra fees
Socio-cultural cost Environmental cost Socio-cultural benefits Environmental benefits
- Provides financial benefits local businesses. - Optimal use of existing local resources and infrastructure.
- Enhance thelinks between the gusts with local community. - Optimizing energy/water consumption

16. Hotel Spot Service
HS service is based on connecting local businesses to the guest. Personal profile
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. Matching profile with
Guest generated content and grading can be anonymous, in- Adjusting profile
location and events
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- Feedback Matching profile with
ing, sharing stories and tips. like minded guests
Matching event and
activities
HS Service Blueprint
Planing the trip Book Trip Planning Travel Follow-up
Physical evidence Blog post, Email reminder Customer Personalized Location Welcome email Con rmation Necessary SMS entering Welcome messege Direction to Takeaway Email reminder
Facebook, based on user preference suggestions suggestions email /SMS traveling info and code to the pod restaurant based on user
preferences tips email preferences
Customer Action Looking for Looking for State interest and Personalized Choosing location Registration Booking Planning trip Travel Arrival Looking for Heading home
adventure adventure preferences suggestion on and event restaurants
locations and events
Line of interaction
On stage activety Blog post, Create a user List of suggested Choosing location Personal data Registration of Last minute Info on matching Info on matching Feedback on the Delivering holiday Delivering holiday
Facebook, and pro le location and and event input location, time and remider of activities restaurants activities summary and future summary and future
announced events event services traveling info matching events matching events
Line of visibility
Backsatge activety Blogging events System generate Cross reference the Cross reference the Saving personal data Saving registration Gather guests info to Cross reference the Adjusting the Gather activities Cross reference the
customer pro le interests with choice with and preferences and contact local send a fun remind- personal pro le pro le and adjusted pro le personal pro le
locations and events availability resources ing email on with local restau- with ongoing event
regarding the trip rants and activities
Line of internal interaction
Support process System search for Cross reference Cross reference the Updates from Updates from Updates from Updates from Updates from Announcing local Updates from
events and the pro le with pro le with other local partners on local partners on local partners on local partners local partners partners local partners on
happenings ongoing events user preferences event and special event and special necessary and fun event and special
and locations and patterns deals deals facts deals

17. Exterior Design
Spots 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 Harvesting
with an internal filtration and smart electricity system to be
as efficient and self sustaining as possible. Light
Light
Towing hook
Support legs

18. Interior Design
The 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. - 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.
- Bathroom
Lounge
- Recycled water
- Filtration
- Pentry

19. 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

20. Four steps to see sustainability as a strategic asset.
Step 1. Identify and link your business objectives to sustainability.
we started to look into the links between sustainability
and the daily work. Step 2.
stands regarding their sustainability efforts.
The studies resulted in four-step program that the
Step 3. Identify what next to do to embed sustainability within the
on sustainability with key stakeholder. The exercises are organization.
specially developed to increase the understanding between
sustainability and strategy. Step 4.
More information on:
antonbreman.wordpress.com/workshops/
STRATEGY FOR SUSTAINABILITY
2. Positioning 3. Discussion 4. Goal
we do to embrace
Direction
sustanability?
& Inspiration.

21. Thank you for your time!