Anton Breman Industrial Designer at Summer Design Office
Tranås, Sweden June – August 2007
Resume
The position involved; Design strategy, brand identity, interior design and brand
communication.
Temporary design office with the intention to let students and business meet and gain
experience from each other, 7 projects were carried out in varies fields from playground layout,
furniture to new business development.
My main customer, DK Data Kontor desired to transform their business framework from a
traditional office supplier to a service oriented business model. We presented a verbal and
visual identity concept, reframing their service offering in a simple and dynamic package called
the DK-Box. While sustain there long history as an office supplier we also created a flexible
and affordable retail interior that communicated there new direction.
Summary www.dkdata.se
With a passion for life improvement as well as business development my professional journey Industrial Design Intern at Springtime
has provided me with a global and multicultural mindset. From various consultancies and
discipline across the globe cultivating a broad and deep awareness of how design efforts can Amsterdam, The Netherlands, June – August 2006
boost, recover and transform business across the market landscape. The position involved; Brand extensions, brand strategy and concept development
I act in the crossroads of design, research insight and business strategy to create awareness, During my internship at Springtime I was running two brand extension projects.
clarity and direction for organizations and brands. Considering usability, viability and feasibility One for the Dutch furniture brand Lintelo, where the focus was on creating new design
creating sustainable directions that will narrow the gap between business goals, solution concept exploration the brands extension possibilities. The second project was for an erotic
offering and users experience, for better products, services and system for the stakeholders. product distributor where we explored various verbal and visual frameworks for new marketing
and sales channels.
I am striving to utilize my enthusiasm, experience and awareness in a proactive international
environment to boost, recover and transform business. Industrial Design intern at Smart design
New York, USA March – June 2006
The position involved; User testing, product design, soft/hard prototyping.
Work experience: Exposed to numerous kitchen appliances project I embraced the Smart design philosopher
in user centric design while developing products through several concept exploration, user
testing, and prototypes. It also lead to my first product that reached the market, an oven mitt
Design Strategist at PEGA D&E for OXO that later on was sold at Target.
Taipei, Taiwan, May 08 – May 09
The position involved; Design strategy, strategic design, design management, design
research, NPD, product identity and Asian OEM/ODM business.
Industrial Design Intern at Ergonomidesign
Stockholm, Sweden Sep 2004 – Sep -05
PEGA D&E one of the leading OEM/ODM companies in the 3C and IT field in Asia, the The position involved; Brand identity, product design, user studies, ergonomic and concept
position has given me hands on working experience in the consumer electronic manufacturing design
environment. As a member of the insight and strategy team, I had the opportunity to support
the design team, sales, management and tier one customers with market research as well as During my internship at Ergonomidesign I worked on various design challenges that enriched
consumer insights transforming them into innovative business strategies, products and service my perception of how design can be used as a powerful tool for brands, products and users.
offerings. While being part of brand strategy project for Optimus outdoor equipment I experienced how
design can be used as a powerful tool to boost and transform businesses. The first product
I have also had the privilege to support management and corporate decision makers with from there redesign was launched in March 2006.
programs, process and information for a more efficient and effective management as well as With Ergonomidesigns emphasis on ergonomic and universal design I experienced the
NPD process. Preserving existing constellations and cultures create new platforms that could complexity and importance of connecting human behaviors and anatomy to objects. Through
lead the organization into new paradigms. hands on in context user studies and prototyping in the development of hand-heald tools and
automotive interior.

Education:
Business & Design Gothenburg Sweden 2009 AC Art College Gothenburg 2000
Partnership between HDK School of Design and Crafts and the School of Business, Basic oil painting, photography and sculptural studies.
Economics and Law at Gothenburg University. The program, started in 2008, is targeted at
professionals interested in using the design process to build smarter businesses. About half AAC (Academy of Art College) San Francisco 1999-01
of the courses integrate the two disciplines of design and business, covering topics such as Industrial Design program learning basic principles in drawing and sculpturing
strategy and legal issues.
Awards:
Special prize Nike Play award 2005
MA Industrial Design LTH Sweden 2001-07 The special prize was to visit the NIKE World Headquarters in Portland where we had the
As a student at IKDC, Ingvar Kamprad Design Centre, I reserved a broad platform in opportunity to work side by side and learn from professional footwear designer. While
visualization, functionality and esthetics. LTH was an international environment where we in following there process and requirement we where able to experience the procedure and
numerous courses collaborating and learned from international well known key players in the steps in the development of a NIKE Skateboard model that lead to a customized NIKE SB
design scene. Given me the foundation in development of product services and systems with concept shoe.
a sustainable perspective.
1: price Culinary Cup 2005
Collaboration projects: The theme of the contest was to create and visualize two meal concept for 2010, one for
NASA – LRT 2006 weekdays and one for parties.
The project involved; Scenario planning, scenario role play, product life scenario and product
design. With a cross-disciplinary team involving food chemist, chefs and designers we worked side
by side to tailor make the meals for tomorrow. It showed me the importance and power of
Design for extreme environments was a school project in co-operation with NASA and there how different disciplines can work together to innovative with a holistic approach, considering
planned lunar expedition 2020. With a close collaboration with NASA and a one month on site users, nutrition, preservation, branding and distribution.
camp at NASA, JSC in Houston, Texas, USA. We where exposed to the complexity and safety
measurements that NASA is requiring for there programs. It also put our design skills at test Juries citation”Two cross-disciplinary innovative concepts with a futuristic approach”
and showed us how you with a design mentality can solve complex problems under extreme
condition while taking in consideration the entire lunar expedition from earth and back again. 2: end price in Future Sound of Sweden 2005
The collaboration resulted in a low-tech human powered lunar rescue vehicle that allowed the Sub - satellite sound system for portable music as mp3.
astronaut’s to move twises as fare on the same metabolic load and therefore expanded the
aria they could explore on the lunar surface. Challenging and rewarding.
Other collaboration projects IDEO, Royal College of Art, Ikea, Atelje lyktan, Tetra pack, Zenith
Design
FIDU (preparing industrial design education) 2000-01
The main focus of the education was concept development and visualisation that we used to
apply for various Industrial Design educations. anton.breman@gmail.com

14cm x 4cm
7.5cm x 2.2cm
go sizes 07.10.30 }
3.5cm x 1cm

14cm x 4cm
7.5cm x 2.2cm
esthetic driver function & technical driver direction driver decision driver decision indicator a business asset
Ant shoe ACG
{ PEGA logo design proposal 1-- logo sizes 07.10.30 }
3.5cm x 1cm
1.5cm x 0.5cm
Ripple Culinari Cup Orbit
Vida

esthetic
driver

Ant shoe
Customize NIKE SB footwear model.
Special prize - Nike Play award 2005
The special prize was to visit the NIKE World Headquarters
in Portland where we had the opportunity to work side by
side and learn from professional footwear designer. While
following there process and requirement we where able to
experience the procedure and steps in the development of a
NIKE Skateboard model that lead to a customized NIKE SB
concept shoe.
The first inspiration came from having smelly feet and the
idea was to have a scented shoe, a scratch and smell sock
liner. A story on the outside about the inside...
From a distance it looks like a pattern but if you look closer
you see the ants are on their way inside the shoe, attracted
by the ”candy” on the sock liner.
The “ants in my pants” expression became ants in my
shoes and with these shoes you can’t sit still...
Photoshop | Illustrator

function &
technical driver

function &
technical driver

Ripple
2: end price in Future Sound of Sweden 2005
Sub - satellite sound system for portable music as mp3.
To avoid trouble with the cords.
The cords roles up on a coil in side
the sub box.

function &
technical driver

Vida
A interactive recipe book and a
domestic health analyser.
By question the traditional interaction of health
analysers and consumer electronics we wanted The stone is equipped with numerous sensors that
analyse and record your health status.
to enrich the user experience and interaction
on a more humane level of tactile sensibility. We
wanted to create an instrument that merged
into the kitchen environments, an instrument
that will enrich life quality and prevent health
problems through tailored diets.
“You are what you eat”
Play Turn stone to pause Sideways to fast play Volume
forward / backwards
When you pick up the stone, Vida activates. With a natural interaction, you
navigate through the menu system and the recipes.
Vida allows even the busiest people to become confident in their abilities to
Alias 13 | Image studio 3 | Photoshop. create healthy, tasty meals.

direction driver

Organize service offerings
DK data-Kontor
Has a genuine history as a stationer.
With the changing business environment new demands and wishes are
targeted to the supplier, DK.
DK wanted to be in the forefront in this shift, by changing there image
to service oriented office supplier
Brand communication guidelines

direction driver

1: price Culinar Cup
The every day meal concept 2005
The theme of the contest was to create and visualize two meal concept
for 2010, one for weekdays and one for parties.
With a cross-disciplinary team involving food chemist, chefs and
designers we worked side by side to tailor make the meals for
tomorrow. It showed me the importance and power of how different
disciplines can work together to innovative with a holistic approach,
considering users, nutrition, preservation, branding and distribution.
Juries citation;
”Two cross-disciplinary innovative concepts with a futuristic approach”
Every day meal The party concept
Kitchen ex Exhibit
periment ion
Brainstorming & Resear
ch
mony
Price cere
les
s samp
Time to experim
ent Deliciou

Emotion
Education
“The secret chef” includes new ways of experience tastes.
Experience
Education Emotion
Emotion
The different textures created with the special utensils and “the secret chef’s” guiding
The secret chef
contributes to the sensation of new flavours and aromas. An example is a little amuse
bouche consisting of semi dried tomato and dark chocolate. The purpose is to offer
The party concept
1 2 3 4 5
new, exciting taste combinations and nicely educate howan enjoyable around them.
“The secret chef” – experience, emotion and education in to discuss way!
main course
A big challenge is to create the perfect atmosphere around the dinner.
The concept is thought to giveof many parts. To through the cooking process
you an extraordinary dinner experience, by getting you into
A “Thedinner is chef” will not only guide you get the best result, these parts have to be
great secret a complicated mix
carefully chosen. In that case only, theeducationbe complete and give an unforgettable experi-
the right emotion and offer you dinner will about cooking techniques, taste and texture that
in real time, he will also tell facts about the raw material and menus.
ence to the participants. The completely newwith help from the “the secret right kind of atmosphere
brings your dinner to a emotion is created level. And to create the chef”, which will give
the right statedining table. dinner. On the homepage there are possibilities to choose among
around the of mind for the
music suitable for cooking or dining. Following with the food are different kinds of decoration made
dessert
dessert
by local artisans/craftsmen, thoughtdesign, gastronomic right emotion technique.
“The secret chef” focuses on“Thebesecret to create the feeling and around the table.
to used
chef” helps
getting the most out of the
taste and dinner experience
Experience
by telling how to use all
senses, taste, smell, visual,
feeling and hearing.
Education Emotion
15
16
12
wine starter
main course dessert starter

Time
Time is a complete lunch meal concept, individually tailored and giving all the
nutrients and energy needed.
Time is a complete lunch meal concept, individually adjusted, giving
all the nutrients and energy needed. The excellent taste and high
quality, together with a superb nutritional value and health promoting
ingredients make you feel fit and alert.
The package is made to exceed the consumer needs, and the
materials are chosen to be environmentally friendly.
The meal is distributed directly through vending machines, in which The package consists of a tray, with holes into
it is ready-made to ensure a fresh and tasty lunch with all the which the different parts are pushed to place in
nutrients preserved. the vending machine

decision
driver

ACG User Research
Goal; Group network
Generate a deeper understanding of the Always Getting updates.
Right place at the right time
Secretary
Connected Generation.
Instant Information Updates
Objective; Checking today’s schedule and events on What happens today?
your personal dashboard. Specific information, links that is relevant.
Promoting Educate
- Execute a workshop that will give us a broad insight vCard and direct link to company portfolio Gives small and concise answer for every day
questions, reduce amount of clicks
in of Taiwan’s relation to digital and connectivity and Private Communication Filtered maps
Gives you clearer view of what’s around.
Contact with colleague to plan the day.
1 day
spread the word of PEGA’s research and insight Networking
Whose here, where, when. Getting in
contact with the right person. Information access
What I’m buying and what I’m spending.
department.
Preparation Pricerunner, exchange rate etc
Link package to all necessary sites that can Transportation
be relevant to the event. What is where and how can I get there?
- Detect interesting personalities that could be part Team work
Dividing tasks and ground
Optimizing Meeting Explore
in a deeper research session, creating diaries over a
Share / synchronize notes, schedule, Gives you hints of what’s around the corner. Translation & Directions
pictures etc Multiple tasks e.g. Translation and direction
period of seven days.
Outcome;
ACG Definition
Design principles for a Mobile Internet Device
Four comp
lete
- Data ques
tionnaire,
- Dream bo
ard
- Photo dia
ry
2. Pro
c
work ess 52 Que 4. Identifyin
g needs, pa
shop stionn tterns and
aires + behaviors
48 dr
eam
board
s from
two d
ays
diary
e workshop r photo
1.Cut & Past 3. Select
6 ACG's fo

Understanding the user context
Introduce me! Contact list - right person at the right time Entertain me!
Friendship messenger You have 10 min in the morning to
How was it the recommend this place? whaighting for the train to arrive. And you
Location messenger
I recognize that guy! Didn’t I see him at?? just what to be entertaind. Your status is
“on the go”
Who is around? Sharing Bank You have to see this!
Where are my friends? Where should we meet? Easy access for everyone in your network to share swap and Instant sharing/upload. How are we handling,
forward information. Instead of sending the fils, you forward the sheering, archiving, tagging our media fils.
link where you can view the content.

Mentality -The modern performer
The young, unconventional power elite:
Intense life in profession and private
They use internet to manage their lives
Multi-optionality, flexible and multimedia enthusiasm
They are the power user of the internet NOW
A Forecast of the
Mobile Context:
Social Contacts;
Family, Friends, Colleges, Community
Privacy
Gets now less important but it will be a major dilemma
Status
What am I doing, right now?
Location
An emerging key to context
Preferences
What I’d like to do
Handset Capabilities
Smarter, smaller, specialized
Time Efficiency
Better Software reduces
Learning and usage time

A mobile platform that adapts its
behavior to your activities
The system cross pollinate and filter your
web applications to create your one mix of Virtualisation
information. E.g. You can look in to your Cloud
family photo album and see where it was
taken and home where there to if the same
persons are back in the city for a reunion, in
a simple and intuitive way.
Mobility is the new platform, and semantic
technologies are needed to deliver
seamless, customizable, context aware
services, any time, any where. Drops
What are they doing now?
Status
Content Contacts
Filter
Who are they?
Do I know there friends?
Location
Where are they?
Where was this
Picture taken?

decision
driver

Orbit
Goal;
Pass the benefits of digital technology to
non-digital users. Bridging the digital divide.
Objective;
The rising accessibility and affordability of digital cameras and camera
phones has created a boom on digital capturing and lead to a stronger need
for simple media management.
ORBIT bridges the digital divide, lowering the threshold resistance for
new technology adoption on both the Top and Bottom of the Pyramid by
providing an analog user experience.
Outcome;
ORBIT is a scalable system that starts with a simple solution and allows
growing its capacity along with the user’s technological abilities.
Starting from a non digital audience, ORBIT proposes a bottom up
innovation, allowing people to store, manage and share their memories with
no boundaries
A haven for your digital memories
Threshold breaker WEB
Service offerings
Developed Markets Digital Camera - Unlimited safe storage
Europe and USA - Services
- Digital capturing [ORBIT] - communication
Digital capturing storage
Processing
Mobile Sharing
Increase web accessibility
Emerging Markets - Communication Revenues
BRIC nations - Digital capturing
- Web access - Interactive marketing
- Digital capturing

decision
indicator

Spot is a flexible hotel system that creates limitless and unrestricted
exploration of an ever changing cultural landscape. It simply takes the
customers needs, interest and wishes into consideration via an online
service and creates intuitive alternatives for possible locations and activities
around the client’s interest.
I felt that today’s tourism business isn’t up to date for all of it’s stakeholders; tourists, locals
and business. We have to think wider when we’re creating future products and services”.

Development
- Bed
- Window
- Lounge area
- Place for stairs
- Kitchen Laounge
- Entrance
kitchen
Refigurator
- Bath room
bathroom
- Toilet
Bed
wardrobe
wardrobe

Product Service
System Business Partners
- Hotel rooms - District / City
Locations
Controlled tourism
Flexible infrastructure
- Service vehicle Locations - Event management
The User
Direct advertisement
to targeted customer
Knowledge & Give opportunity to
Experiences - Homepage different locations
Information bank
- Business
Direct advertisement
Information to targeted customer
Service
- Customer bank - Advertisement
Direct advertisement
to targeted customer
Financial support

a business
asset

The Hat Workshop Extracting Information Organizing Information
Goal;
Accomplish the management goals at PEGA D&E.
Objective;
Create a workshop that helps the staff to
understand the organizations goals.
Visualize the organizations goal and define the
objectives.
Build ownership of the objectives over team.
Outcome;
A road map that guides the organization to
its goals, dividing the action items over the
organization by taking advantage of its internal Creating Action Plan
resources.
Link to HW presentation on slideshare
Objective Matrix
1 2 3 4 5
YOUR DESIGN MUST
ADDRESS THESE
5
FOCUS
4
IMPORTANCE
YOUR DESIGN SHULD
ACCOMODATE THESE
3
CONSIDER
2
UNWISE USE OF TIME
NEGLECT
TO ADDRESS THESE
1
Team Building Exercises
FEASIBILITY / VIABILITY
Current year? Future
Information & Facts
- Encourage the right mindset & have fun.
- Weird, wild, wacky and o the wall,
Rules & Guideline
- Let no good idea go unheard.
- Use both sides of your brain.
Opportunities
- Record your progress.
- Quantity not quality.
- No idea too stupid.
ideas are welcome.
- Watch the clock.
Business goal................................
- Build on ideas.
Actions Objectives
1
2
3

NPD
(New Product Development)
R&D, Design, Sale, etc.
Goal;
Transform the OEM NPD to a IDMS NPD
> 20 % hit rate R&D, Design, Sale, etc.
Objective
How to transform an ODM/OEM company to a
IDMS/OTM organization? Initiated $$$$ Initiated
< 80 % hit rate
R&R for the design department in this process. projects projects
$$$
Outcome;
Increased project hit rate. $$
Consumer & Market
Reduce sunk cost. Insights
$
Marketing Plan
P0 P1 P2
Business Strategy De nition Feasibility & Viability Beta Testing & Marketing Testing
Technological opportunity Tecnological Tecnological Feacebillety Low- delity
Exploration of industry, technical Feacebillety and accessibility. Spec. De nition Prototype High- delity
trends, feasibility & accessibility Prototype
TECHNOLOGY
Feasibility
DESIGN
Desirability
Proposal Approval
Project User Behaviors Reviw meting Approval meeting (review Kick-o meeting Participatory
Goals, Objectives Scenario Lab, Focus Group, Conjoint Analysis Design Concept, Strategy, Design
Time to market Needs identi cation
Resource, Financial Plan
and etc.)
BUSINESS
Viability
Target Costumer / Segment Opertuntey portfolio Preliminary Business Vibillety Re nd Final
Which country Exploration of targeted user & Business Case Business Case Business Case
Gender costumer groups, there characteris-
Age tics and their unique needs, goals
Social status and objectives.
Scenario

Thank you for your time
Feel free to e-mail me at anton.breman@gmail.com