This is descriptions and examples of the different project, that i have done.

1. This document serves as a project
track record for the various projects I
have done.
Anders Vesterholm
Master Thesis in insights
development and problem framing
2-3Project description
4-7Selection of used methods
Self care tool
Copenhagen university hospital
8-9Project description
10Recommendation from stakeholder
11Selection of used methods
12-13Examples from the design manual
Visual Identity
DEcoy
14-15 Project description
16-18 Selection of used methods
19-21 Examples from the brand concept
Interaction design
Smart connect
22-23 Project description
24
Selection of used methods25-27 Examples from the product concept
Project documentation
Selection of used methods

2. 2/27
Master Thesis in insights
development and problem framing
My master thesis seeks to show and discus how
to create and transform insights and thereby
framing a project.
Stakeholder
Panduro Hobby AB
Heidi Petersen
Business Area Manager
Brief
The arts and crafts retail company, Panduro
Hobby, has experienced a low growth rate in
the Danish market.
They wanted propositions on how to improve
this.
Project Description
I concentrated on the front end of the design
process,
and tried to see the customer as a user
instead.
This lead to several anthropological methods
which I transformed into insights.
On the basis of that, I created several user
segments and
found segments that were strategically more
lucrative.
Output
I created a set of design criteria and a
reframing of their business where they should
see their customers as users in stead. With
this Panduro Hobby can develop their business
in the future.
Period
May 2014-April 2015

3. 3/27
Fields
Service Design
Creativity
Consumer behavior
Insights development
Problem framing
Abductive problem solving
Trend analysis
Blue ocean strategy
Culture analysis
Some of the methods used
Business economic
Quantitative consumer analysis
Segmenting
The strategy canvas
Humanistic
Anthropological field observation in Norway,
Sweden and Denmark
Trend analysis of fashion products
Design
Desk research
User behavior mapping
Observations of users project development
Observation of Blog rally
Focus group interview with women in their late
twenties
Observation to Insights
Insights Sorting
Entities position map
Service blueprint
Master Thesis in insights
development and problem framing

4. 4/27
Selection of methods
Data to insights
Master Thesis in insights
development and problem framing

5. 5
5/27
Selection of methods
User journey mapping
Master Thesis in insights
development and problem framing

6. 6/27
Selection of methods
User journey mapping
Master Thesis in insights
development and problem framing

7. 7
7/27
Selection of methods
User Segmenting
Master Thesis in insights
development and problem framing

8. 8
8/27
Self care tool
Copenhagen university hospital
Stakeholder
Copenhagen University Hospital
Clinical Nurse Specialist
Anne Sophie Mathiesen
Brief
Anne Sophie Mathiesen wanted to develop a
website for type 2 diabetics in which the
patient could upload blood sugar readings.
The purpose of this website was to increase
the self care of the patients.
Project Description
My partner and I took a human centered
approach and tried to understand how a life
with diabetes is. From that data we created a
set of insights in which we used in a design
game. The design game was a co-creation
tool, where patients, nurses, doctors and
dietitians came with input to the new website.
Output
We created an evidence based report for
stakeholder and a design manual for the
website developers.
Period
September 2013-January 2014
Result
The project is now funded by Novo Nordisk IT,
and being co-developed by Anne Sophie and
Mobile Fitness A/S. 1st pilot test is planned to
be fall 2015.
Design Manual
http://issuu.com/millerubaek/docs/tvp3_t2d_b
og_issue

9. 9
9/27
Fields
Interaction Design
Website semiotics and psychology
Healthcare economics
User behavior
Digital semiotics
Social media behavior
Internet game psychology
Some of the methods used
Business economic
Heatlh care economic analysis
Implementing strategy
Humanistic
Semiotic analysis
Website design analysis
Design
Interviews with psychologist, diabetics, nurses
etc.
Lived as diabetics for a month
Co-creation Design Game
Multilevel brainstorm
Desk research
Self care tool
Copenhagen university hospital

10. 10
Anbefaling for Anders Vesterholm og Mille Rubæk 8 marts 2015
Undertegnet har samarbejdet med Anders Vesterholm og Mille Rubæk i forbindelse med mit ph.d. projekt
omhandlende en digital intervention til bedring af egenomsorgen hos den sårbare type 2 diabetes patient.
Anders og Mille har udvist stor omhu og omfattende viden indenfor designledelse igennem hele forløbet.
Anders og Mille indsamlede omfattende empiri til projektet gennem interesseorganisationer,
patientinterviews samt interviews med forskellige relevante fagpersoner. Slutteligt i forløbet blev afholdt
designspil, hvor forskellige faggrupper, herunder sygeplejersker, diætist og læger samt patienter fra
afdelingen deltog. Det omfattende arbejde mundede ud i anbefalinger til design af hjemmesiden
”NemDiabetes2”, som modtog højeste karakter.
Anders og Mille formåede at arbejde vedholdende, selvstændigt og relevant med en større projektopgave.
Med baggrund i at deres projekt arbejde var ulønnet, har de udvist en noget større arbejdsindsats, end vi
havde kunnet forvente.
Jeg giver Anders og Mille mine varmeste anbefalinger.
For yderligere uddybelse, er I velkommen til at kontakte undertegnet.
Mvh.
RN, MPH, Stud. Ph.d. Anne Sophie Mathiesen
Rigshospitalets Sundhedsfaglige forskningsenhed, afd. 7604
Tagensvej 20
2200 København N
Email; anne.sophie.mathiesen@regionh.dk
tlf; 27908669
10/27
Recommendation
From stakeholder
Self care tool
Copenhagen university hospital

11. 11
Selection of methods
Design Game
11/27
Self care tool
Copenhagen university hospital
Self care tool
Copenhagen university hospital

12. 12
12/27
Examples from
Design manual
Self care tool
Copenhagen university hospital

13. 13
13/27
Examples from
Design manual
Self care tool
Copenhagen university hospital

14. 14
14/27
Visual Identity
DEcoy
Stakeholder
HB Textil A/S
Owner
Steen Burchreitz Jensen
Brief
HB Textil wanted to improve their brands and
wanted suggestions on how to do that.
Project Description
After selecting the label, Decoy, we
conducted several research studies and found
that the label was very anonymous and
disappeared among the competitors brands.
In order to change the mind set of the
marketing department we created a radically
different brand identity.
Output
Our propositions was presented in form of an
evidence based report, a brand book, and in
packaging prototypes. The new brand identity
should be focused on the Nordic and
Scandinavian design values, and thereby the
connotations of quality.
Period
February 2013-June 2013
Result
Today they focus a lot more on the
Scandinavian design connotations and have
recently restructured the business in order to
heighten the brand value.
Restructuring of the business:
http://fashionforum.dk/2015/04/17/omstruktur
eringer-skaber-fremgang-hos-hb-textil/
Today's brand:
http://www.decoy.dk/presserum/Brand book
http://issuu.com/millerubaek/docs/norrfrid_bra
ndbook_web

15. 1515
15/27
Fields
Design analysis
Branding
Marketing
Strategy
Some of the methods used
Business economic
Project budgeting and financing
International strategy planning
Benchmarking analysis
Humanistic
Design analysis
Shape and semiotics analysis
Design
Shadowing
Interviews with retailers and users
Desk research
Rapid prototyping
Body storming
Image board co-creation with potential users
Word clouds
Systematic process methods
Visual Identity
DEcoy

16. 16
Selection of methods
Systematic process methods
16/27
Visual Identity
DEcoy
Visual Identity
DEcoy

17. 17
Selection of methods
Main process
17/27
Visual Identity
DEcoy
Visual Identity
DEcoy

18. 18
18/27
Visual Identity
DEcoy
Selection of methods
Image board co-creation
with potential users
Visual Identity
DEcoy

19. 19
Main Design
attributes
19/27
Visual Identity
DEcoy
Visual Identity
DEcoy

20. 20
Examples from
Brand book
20/27
Visual Identity
DEcoy
Visual Identity
DEcoy

21. 21
Examples from
Packaging
21/27
Visual Identity
DEcoy
Visual Identity
DEcoy

22. 22
22/27
Interaction design
Smart connect
Stakeholder
Neets A/S
Owner
Tue Steen Andersen
Brief
Neets wanted to create better products by
meeting some of the user’s frustrations.
Project Description
In order to understand the frustrations,
several insights creating methods were used.
From that the solution was generated.
Output
The solution was a control unit that leeched on
the semiotics from a smart phone and a
remote control. Both recommendations for
hardware and software were created.
Period
September 2012-January 2013
Output
After presenting the solution to the business
the different elements have been implemented
in the new products.
Example of Neets’ new product:
http://www.neets.dk/products/control_system/
310-0202/index.phpDesign criteria
http://issuu.com/millerubaek/docs/smartconnec
t_visuelt_projektmappe

23. 2323
23/27
Interaction design
Smart connect
Fields
Nudging
Interaction design
Software design
User Behavior
Strategy
Product design
Some of the methods used
Business economic
Project budgeting and financing
International strategy planning
Benchmarking analysis
Quantitative market analysis
Humanistic
Design analysis
Shape and semiotics analysis
Design
Interviews
Observations
Brainstorming
Body storming
Jesse James Software design process
Interaction design
Smart connect

24. 24
24/27
Interaction design
Smart connect
Selection of methods
Different methods
Observation
Jesse James
Insight generation
Interaction design
Smart connect

25. 25
25/27
Interaction design
Smart connect
Solution example
Main concept
Interaction design
Smart connect

26. 26
26/27
Interaction design
Smart connect
Solution example
Software
Interaction design
Smart connect

27. 27
27/27
Interaction design
Smart connect
Solution example
Hardware
Interaction design
Smart connect