Anton Breman

Portfolio
Introduction
I have gathered some of my work to demonstrate my
knowledge and experiences in PSS, design strategy
and sustainability.
My aim is to inspire people and organizations to reach
their goals, something you can see on my food related
projects as VIDA. My interest in social, demographic
and behavior changes motivate me to keep on writing
my blog.
I see design as strategic instrument to co-design within
organizations. At PEGA D&E we created the six-hat
workshop, co-creating tuned in goals and objectives
with the staff, in the time when the organization was
undergoing a transformation from an OEM to an
IDMS. Another example of organizational change is
my latest thesis at the Business & Design program.
The focus this time was on how an organization could
work together to create a common understanding upon
sustainability co-creating the path to se sustainability
as a strategic asset.
I see design as tool to provide scripts, stages and
props to seize and develop social, organizational and
personal opportunities. An approach you can see on
my PSS projects such as Hotel Spot and Vida.
Sincerely,
Anton Breman
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
Vida
The Vida project was a contribution to the Philips
Design Competition 2006. Vida shed light on some
of my interests regarding:

- Health & well-being

- Glocalisation working global to act local
- Irrational behavior
- Behavior change
Vida
Three trends created the foundation of the project.
Increase

Project objectives
1. The growing numbers of health and food related
diseases and allergies.
• Health and well-being.
• The awareness of the links
2. The increasing demands and confusion around eco-
products and purchasing decisions.
between good health, food and
the environment.
3. The growing field of domestic health care.
• Inspire and evoke interest in
Vida is an interactive recipe book and a domestic food habits and groceries.
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 Decrease
tailored menus for family members and guests. • Health and food related diseases.
• Calorie intake and carbon
footprint.
• Time spent on the food logistics
in the family.
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
starvin thrown away in the US. be the equivalent to taking 1 in 4 cars of the road.
illion is
1/4 meals are eaten in fast-food, in a car, e wh ile 1 b
is obes
in front of TV or computers on
1 billi

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
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
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 needsjurny
Costumer and desires. The service keeps a record of the families’ health
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.

Profile Menu Purchase Cooking

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Users

Intercation
Measure glucose If the user have Specific 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 profiles analyzed and different 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 specified 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 profiles are The database With a network of Partnering up with The social platform The system learn
Tips, facts and
change significantly, and mark all the with the nutrition suggests a versatile grocery provider local delivery provides the users
filtered to detect cross reference information on the family
Vida lets the health
care provider know ingredient that the what substances library to find 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 effect 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 effective as and recycle their
Back stage administered. possible. food products.
tions.
Vida Product
• Vidas form language is inspired by the nature with calm, simple
lines that balance cuisine, well-being and kitchen appliances.

• The analysis device is inspired by tactile familiar objects lowering

the threshold towards domestic health analyzers. The green line
provides the user with feedback and confirms the communication
between the stone and the platform.

• The stone is placed on the platform where a subtle ripple identifies

its place. It is equipped with numerous sensors that analyze
glucose level through infrared, body temperature, pulse rate, blood
pressure etc.

• When you pick up the stone, Vida automatically activates. With

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.

• The groove can also be used as a digital food scale to simplify the
cooking process while following recipes.
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 via its service to creates personalized
travelling and activity alternatives.

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 Profile

Customers

- Customer bank - Advertisement

Hotel Transformation
When I started the thesis I felt that today’s tourism business isn’t up to
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

Micro-system 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 Meso-system Wether

Reservation

Lost luggage
Tickets

The situation that is created between the Infrastructure Infrastructure

different relations in the micro system Accidents

State of the market

Seasons
Buildings
Speeding
Markets

Exo-system Hotel
Parks
Parking
Events Public

Quick Money Slow Money Money/People Social Impact

Traffic
Drive/Value Spot
Crime
The consequences by internal or external space
factors that the sector doesn’t have Queue
Whether
Vehicles
control over. Roads
Speakers Sidewalks
corner

State of the market

Macro-system
Roadblocks

State of the market Location Climate changes

Ideological, economical, historical, Staff member

Room service
political valuation and conditions. Service Eating

Owners

Self-Image Producer Service Provider Co-Producer Enabler

Cleaning
Rooms

Hotel
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 B to B
value by attracting more communities that allows a bigger variety for the guests. B to C
Key Partners Key Activities Value Proposition Customer Relationships Customer
1. Partner with local
A double-sided platform that
generates revenues from both
Matching customer desires and local 1. An automated-service is provided to the local business with Segmentation
business offerings. self-service recognizing individual customers and their charac-
business providing the sides.
teristics, and offer information related to their desires.
stage for a rich travel 1. HS connect to local
1. HS connect local business to
experience and a full hotel 1. HS provide and manage the businesses that can tailor
provides the accessibility to 2. An automated-service provides the guest with personal profile
service offering. platform and logistics that allow campaigns and offerings to
corresponding guests based on and matchmaking. HS invites the guest that want to go beyond
pre- ongoing- and post-travel individual search result, personal the guests.
the traditional travel experiences to co-create content and
2. Niche content providers arrangement. profiles and location. reviews creating value for other guests.
by user generating content 2. HS connect to travelers that
and value. 2. Promoting the platform to new want to connect to the
user, content owners and local
2. HS substantially expand the scope
of the travel experiences by giving
Channels community and get
companies. the guests the tools to select, something more out of there
1. HS depends on a mix of Internet channels where content and
connect and share their travel traveling experiences.
information from local partners, communities and event
experiences with the local commu- partnerships is channeled through HS web platform for
nity. transactions and customer relationships.
Key Resources
The platform and the pods. 2. The current and future guests awareness to HS is mainly
promoted on social platforms and networks.

Cost Structure Revenue Stream

- HS aims to generate small revenues from a number of channels:
- Main costs incurred covering platform and
pod development and maintenance. 1. Local businesses pay for direct advertisement and partnership with HS when the guests are using
their services.

2. Guests pay a basic usage fee for the pods that can be subsidized through local partners. An extra
fee is charged through HS for extra services as spa, events, room service and food that is provided by
local partners.
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 Confirmation 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 profile 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
Line of internal interaction
Support process
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 profile interests with choice with and preferences and contact local send a fun remind- personal profile profile and adjusted profile personal profile
locations and events availability resources ing email on with local restau- with ongoing event
regarding the trip rants and activities
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 profile with profile 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
 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

Sky Deck

Light

Towing hook

Maintenance
Support legs
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 Wardrobe / Steers

filtration system that uses the resources in the pod efficient

to save energy and waste-water.

- Bathroom

Lounge
- Recycled water

- Filtration

- Pentry
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
Four steps to see sustainability as a strategic asset.
Together with Hultafors Group and Snickers Work wear
we started to look into the links between sustainability
and the daily work.
The studies resulted in four-step program that the
organization can use internally to Co-Design its strategy
on sustainability with key stakeholder. The exercises are
specially developed to increase the understanding between
sustainability and strategy.
Step 1. Identify and link your business objectives to sustainability.
Step 2. Create a clearer and common understanding where the company
stands regarding their sustainability efforts.
Step 3. Identify what next to do to embed sustainability within the
organization.
Step 4. Create over arching sustainable goals for the organization.

More information on:

antonbreman.wordpress.com/workshops/

Strategy for Sustainability

1. Workshop 2. Positioning 3. Discussion 4. Goal

What can
Clarity,
we do to embrace
Direction
sustanability?
& Inspiration.
Thank you for taking your time
to review my portfolio.