Benjamin Schulz Portfolio 2007


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Portfolio for the MEDes application in UIAH Helsinki 2007

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Benjamin Schulz Portfolio 2007

  1. 1. Portfolio 2007: Benjamin Schulz 52 53
  2. 2. Index 4 Curriculum Vitae 6 Statement of Purpose 7 Draft of a Personal Project Idea 8 Project/Course Overview 10 Mobile Light:The Halo for the Everyday Hero 16 Strategic Design:A Management Approach to Design 0 Workshop with Fran Samalionis(Head of Service Design Worldwide at IDEO) 6 A Cheese Product for Children 0 Meta Design Course 4 A new strategy for a middle sized Italian company 8 Winning Team 005: RSA Design Directions 46 Thank you for your time and consideration.
  3. 3. BenjamIn Schulz contactdata educatIon Work/InternShIpS Date of Birth: 11.01.1981 1988-2001 1998 in Weingarten (Germany) Mail: • “Rudolf Steiner School Ueberlingen Rengold- • Internship at “Kuhnle und Knödler”, Photo Family status: Single shausen” Design, Radolfzell (4 weeks) Nationality: German Phone: +9 4 0977 595 2001 1999 Diploma qualifying for university admission • Industrial internship in the manufacturing at Benjamin Schulz and matriculation “Osram” Berlin (4 weeks) c/o Carnevallini, • Internship at the advertising agency “Screen- Viale Tunisia 1 2004-2006 shoot”, Friedrichshafen 014 Milano • Studies at the “Köln International School of ( weeks) Italy Design” 2000 • Softskill-Seminars at the “University of Ap- plied Sciences Cologne” • Food Preparing Assistant catering at the (Sozialpädagogisches Institut NRW): Work- “Abby National” Bank, London (4 weeks) ing Successfully in International Teams, Team 2003-2004 StayaBroad: languageS Work Competence, International Project Plan- • Internship at “Bischoff Advertising Com- ning (ZOPP), Leadership, Rhetorical Practise ( English and Russian munication” Pfullendorf 1998-2000 x), Self-Development (1 months) • stays in Russia for a total of 1 weeks in- since 2006 cluding giving lectures about Germany at the 2004-2006 • Studies in the MEDes Programm in Milano, “University of Voronezh” Freelance communication design fro Skia Italy GmbH, Cologne Germany 2001-2004 • Numerous journeys throughout Europe, since 2004 SpecIal Turkey , India and South-East Asia Communication design for www.Service-De- 006/007 2001-2002 • Studying one academic year in Milano, Italy • Youth conference (responsible for art work- since 006 shop) Freelance as Team-Facilitatior at BrainStore • Youth holiday camp (responsible for 10 chil- – industrial idea production, Biel Swiss dren as a supervisor) 2004-2005 • Organization of 0 international evenings in KISD Curriculum Vitae 4 5
  4. 4. Why the uIah? the BuBBleFIShproject Reflecting my Profile and Skills my striking Taking off from my strong team working and interest and talents lay within Concept/Meta- facilitation skills, the curiosity for alien and and Strategic Design. In the last half year in the international contexts, last but not least my Politecnico di Milano I had the chance to re- love for a strategic approach towards design I ceive a good base of both Meta- and Strategic would like to propose the following project: Design knowledge and knowing. My engage- How can you use the possibilities cutting edge ment, joy and the feedback I receive proof me technologies offer combined with a design to be fit in this area. driven approach (as opposing to a user cen- For the next year I want to spin-off from this tred) to push the borders of a communication base and refine my tools, methods and ex- device in an multi disciplinary and multi cul- perience with Meta- and especially Strategic tural team – inspired by the bubble fish of The Draft of a Design. Many Interviews with people of the Hitchhiker‘s Guide to the Galaxy. MEDes Network, Students and Professors, actives and alumni’s affirmed me in the good Statement Personal reputation of the Uiah in the field of design strategy. My first choice for the next year is the University of Art and Design Helsinki. of Purpose Project Idea 6 7
  5. 5. deSIgncategorIeS • Strategic Design Strategic Design Course Concept/Meta Design • ANUGA – Diary Fair • Meta Design Project le Course rofi al P • Quick IF Concepts son Project • Framesi Per Workshop • IDEO • RSA Service Design Workshop Competition • Representation • Design Visualisation Design Process Course Exam Project • Survival Design Project • Emotional Products • Design Flops Course Exam Project Product Design • Mobile Light • Light creates Emotion Project Project with Philips • Smoke Detector Exam Project 2nd term 2006 1st term 2006 2nd term 2004 1st term 2005 2nd term 2005 Start of MEDes at PoliMi Start of Studies at KISD The Project/Course Overview Table shows all the projects I did in my Project/Course Overview University career. After exploring different “Design Categories” there is a clear shift towards Startegic Design and Meta/Concept Design in my personal profile. 8 9
  6. 6. Mobile Light: The Halo for the Everyday Hero 10 11
  7. 7. BrIeFIng/goal reaSearch/InSIghtS conceptS deSIgn Pass a product design process and design a The optimal solution would be a light that Different Concepts to attach the light to the The final concept was shaped and modelled 1:1 light that is mobile. follows our eyes, but reality requires an aberra- head have been developed and evaluated. including the electrical light parts. tion. The best reality proof solution is to attach the light to the head, so it follows the head movement. hardFactS Disziplin: Product Design Dozent: Prof. Hatto Grosse Context/Client: KISD Project Year: nd term 005 Duration: months Light usability testing 1:1 Modell Teamwork: No Skills: Research, Usability, Materials, Lighting, Elec- tronic, Quick Sketches, Modell making The position on the head, proofed to be the best one Use Scenario 1 1
  8. 8. Excerpt from the Mood- Board Study of Human Physiog- nomy Selection of Mock-Ups used to evaluate concepts towards a design solution Process sketches/doodles Technical package drawings Review presentation sketches Excerpt from my sketchbook 14 15
  9. 9. Spatial_Sharing: Context | Vision | Strategy | Hard_facts Kick-off: Spatial Sharing Spatial_Sharing: Context | Vision | Strategy | Hard_facts 5 Steps of the user experience[3] After the use, is before the (re-)use 6. 1. Awareness Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006 Advocate 5. 2. Try Spatial_Sharing: Context | Vision | Strategy | Hard_facts Introducing the users[4,5] Use 4. - First time trainees; 16-23 years, € 500/month 3. Pay - Students; 19~27 years, € 600/month - Interns; 16~29 years € 400-800/month - Employees in probation period (German and Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006 migrated); 20~35 years, € 1.200/month - Self-employed and entrepreneurs in there starting period; 25~35 years € 800/month Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006 Spatial_Sharing: Context | Vision | Strategy | Hard_facts Consequences (of strategy) I The case of WG Caffe has to be replicated, adapted to a different organisational structure (democratic) and transferred into modules. We expect the improved product-service-system to perform as an sustainable, self perpetuating Spatial_Sharing: Context | Vision | Strategy | Hard_facts solution Specifications Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006 Spatial-, process- and communication-features Spatial_Sharing: Context | Vision | Strategy | Hard_facts Kick-off presentation overview Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006 Strategic Design: A Management Approach to Design Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006 16 17
  10. 10. BrIeFIng/goal management oF InnovatIon StrategIc deSIgn approach and projectS toWardS SuStaInaBle InnovatIon The course was organised in two main sec- tions: “Strategic design approach towards This part of the course discussed the prob- The course introduced the concept of product-service systems. Reflecting the strategic dimen- sustainable innovation” and “Management of lems, theories and methodological approaches sion of the design approach. Finally applying/practising the tools through the different phases innovation and projects” of management of innovation. of innovative conception and development in an exercises. Among others these exercises have been an detailed case Study of an product service system case, strategic positioning of the case The following Topics have been presented and and repositioning by refining the strategy. Developing a Briefing aiming at designers, presented discussed: in an Kick-Off Meeting • Strategy and Innovation: innovation as a source of competitive advantage, challenges and barriers to innovation; • Sources of innovation: technology push, mar- ket pull and design driven approaches; • Technology push innovation and Technology hardFactS strategy: key technologies and core compe- tence, alliances in innovation, complementary Disziplin: assets; Strategic Design • Market pull innovation and user centered Dozent: design; Prof. Anna Meroni • Design driven innovation and the manage- Prof. Roberto Verganti ment of networks of design resources; • Product development process; Context/Client: • Project management: principles of project PoliMi Course management, project organization, project Year: planning and control. nd term 006 Duration: Ecerpt from the Case Study: months Storyboard of the User experience Teamwork: Spatial_Sharing: Context | Vision | Strategy | Hard_facts Both individual and teamwork Kick-off presentation overview Skills: Research, Case Study preparation, Briefing development, Project management Tools (i.e. Gant Diagram) Screen shoots from a 30 sec commercial The Briefing was presented in a developed to communicate the mood of Kick-off presentation for designers the Case Study Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006 18 19
  11. 11. Workshop with Fran Samalionis (Head of Service Design Worldwide at IDEO) 0 1
  12. 12. projecthIStory reSearch/InSIghtS conceptS vISualISatIon After winning the RSA Design Directions I Ethnographical Research, observing people In the concept phase typical IDEO methods A final use scenario was developed to incorpo- proposed and organized to do a workshop having barbecues. Expert interviews with park where used (i.e. Memory Wall, Visual Brain- rate all features of the solution and presented with IDEO. caretakers. storming, QuickDirty Mock-ups, etc.). in a visual storytelling. The team favoured a solution that empowered Unmet Needs: the user to take care of the park easily and giv- Park users: unclear responsibilities. ing a “poetic” feedback on his individual and BrIeFIng/goal Park owners: major part of the budget is spent collaborative actions. on the cleaning of the park. Work on a service to aid collaboration. Our focus: Waste – in the context of barbecues in public parks. hardFactS Disziplin: Service Design Dozent: Fran Samalionis Context/Client: KISD Project with external docent Year: 1st term 006 Duration: 5 days Ethnographical Research: Scenario of Use: 1. Waste is collected 2. The foil can be easily wrapped up separated groups no ones waste in between groups to a waste bag Teamwork: Yes, team members: Lars Baumann, Franz Braunnagel, Ian Craw- ford (Scotland), Corinna Sy, Julia Zimmermann Skills: Service System Design, Ethnographical Re- search, QuickDirty Mock-ups, Business Needs Analysis, Teamwork, Team Leadership, Storytelling Use Scenario Last person is left alone with the 3. When delivered to a trashbin a 4. The “Park Karma” sculpture indi- waste, even of “neighbour” groups signal is send to the sculpture cates the improved karma of the park
  13. 13. Group working space with “memory walls” Visual brainstorming results QuickDirty prototyping Concept areas Concept system bricks/mod- ules Even more concepts Visual brainstorming results Creazy springboard ideas 4 5
  14. 14. A Cheese Product for Children 6 7
  15. 15. BrIeFIng/goal conceptS reSearch/InSIghtS deSIgn Design a new cheese product to be displayed Speciality: Concepts of the selected ideas where devel- The selected concept was developed to a Mock on the ANUGA, the world biggest diary fair. - Reversed research and concept phases. oped, “target groups” specified and competi- up to be displayed on the ANUGA. To support - After the initial idea phase we “swooped” tors bench marked. the Product an Communication artefact was ideas, so everybody had to develop a concept My final concept was a fictional manga charac- designed and displayed aside, in my case a starting from the idea of someone else. As an ter, filled with tasty cheese to question the way manga for the fictional “Millione Kun” charac- exercise to hi light the process instead of the children are handled and feed in many modern ter. genius idea. families. hardFactS Disziplin: Design Concept, (Product Design) Dozent: Prof. Jenz Großhans Context/Client: KISD Project Year: 1st term 005 Duration: months Discussing the different ideas/concepts Searching for a shape... The “Target Group” Teamwork: No, but idea swooping Skills: Brainstorming, Quick Sketches, concept Dev- lopment, Competitor Bench marking, Dairy Re- search, QuickDirty Mock-ups, Model making Selection out of hundreds Product displayed at the dairy fair initial ideas with supporting magazine Variations of one possible shape 8 9
  16. 16. Meta Design Course 0 1
  17. 17. BrIeFIng/goal trendreSearch ScenarIoBuIldIng ScenarIomovIe The course performed to observ the contem- Field- and Desk-research was used to identify Based on the meta-trends, scenarios have Based on the scenario a movie was designed porary phenomena in different sectors, analys 100 trends. The collection was synthesized to been developed and refined over several steps to communicate and share the scenario. the information acquired, defining contem- 5 meta-trends and communicated in a Trend- of variation and synthesisation. The final porary trends and synthesize them in to a book. scenario is a van collecting friends and provid- Trendbook. Based on the research draw pos- ing them with a make-up artist to prepare for sible future scenarios and represent them in a a party. The scenario was delivered in a book, Scenario-movie. with an anlysis of a Unibell who potentialy could perform the service . FRONT STAGE BACKSTAGE hardFactS (Interaction with costumers) (invisible for customers) examples trend1 Tribewanted Tribewanted is forming a community of 5000 Disziplin: people, looking for adventures, sustainable, but ACTORS PROPS BACKSTAGE PLAY STAGE first of all remarkable holiday. An island is the hotline Meta Design, Product Service System Design, Booking No. 1: Customer Books perfect stage for the tribe shaping a new utopia. call center The place is the dominant element to trigger Motion based Representation strong emotional feelings as a reference to archaic tribes. Driver www. ALTERNATIVE 2 No. 2: Customer Books Title: te It System Dozent: rou Pop-up beauty saloon he st Subtitle: Van No. 3: Customer Books ne Pla Be pretty when you need it Prof. Luisa Collina, Prof. Fabrizio Pini, Franc- Description: A little truck containing an instant beauty Performance Stylist No. 4: Customer Books esco Galli parking in front of discotheque. Stylists wil refresh or restyle your make up if you nee Operator Keywords: (maintanance Props, Tennis court on Al Arabia Tower No. n°: Customer Books Party, Disco, Style, girls, alcohol, model, n stocking Champagne, Context/Client: To promote the Dubai Duty Free Men's Open the experiment, clean, tidy, experience, hyg booking) Style, heliport of Al Arabia Tower was transferred into the Cards, Make up, PoliMi course combination highest Tennis court of the world, the perfect stage Photo, for a match between tennis legend, Andre Agassi Memorabilia and the world No. 1, Roger Federer. Year: The place is a symbol for a modern fairy tale of Discoteque Arabian nights, which becomes true. V.I.P. Night Club Door nd term 006 Guest list Manager Keeper Main Duration: Two trends from the Trendbook “Actors-map” of the persons that perform the scenario months FASHION mirror Teamwork: new popular tradition attitude social periodic/ self tribe identity/ 15_16 behavior behavior condition transient expression communal art Yes, team mebers: Silvia Casarotto (Italy), Philippo Sgalbazzi high price (Italy), Leila Aflatooni (Iran) exclusive Skills: Trend Research, Trend Analysis, Scenario limited goods Building, Represnetation of Scenarios in a to obtain difficult Movie, 2 conceptual inessential desirable 3 1 4 Overview 5 LUXURY Screenshots of the scenario movie: the make-up session and dancing in a club of the meta-trend characteristics
  18. 18. A new strategy for a middle sized Italian company 4 5
  19. 19. BrIeFIng/goal reSearch/InSIghtS IdentIty deSIgn Framesi is an middle sized Italian company, Prior to the one week workshop, research was Due to the fact that the company evolved To show the new identity system we developed used to be a family business but know in undertaken. To perform the research as ef- much faster then their identity my team an shop interior and several interior elements. change because the founder died and the com- ficient and broad as possible I proposed and started to refine the identity to the situation of Especially tow modular display systems where pany became to big. organized to assign the different teams to dif- framesi. We developed a new vision, mission, developed. One to hi light the brand an their Initial Briefing: design a display for the point of ferent areas of interest. That delivered a broad brand values and based on that a new cor- high quality products. A second one adjustable sale. research base for the workshop. porate design. The new design language was to different room situations to use space ef- Our refined Briefing: develop an new identity Emotional values and the customer journey visualised on their typical artefacts transport- ficient, showing the hole product family. reflecting the changed brand. where the key for my team. ing the brand. hardFactS Disziplin: Communication-, Interior-, Stategic Design Dozent: Julia Binfield, Andrea Manciaracina Context/Client: PoliMi Workshop Year: nd term 006 Duration: 5 days Ad hoc organisation Modular display system and co-ordination of 60 students showing the product family Re-designed Logo and claim Teamwork: Yes, team members: Dela Andy Kumahor (Ghana), Sarthak Sen- gupta (India), Sahil Bagga (India) Skills: Research, Co-ordination, Moderation, Qualistic Map, Corporate Identity, Interior, Customer Journey Mirror with slide-shelf facilitating the Qualistic Map used to analyse the process of the hairdresser Display to highlit the iconic products emotional attributes of the brand 6 7
  20. 20. Winning Team 2005: RSA Design Directions 8 9
  21. 21. projectcontext jurymemBerS FolloWupS Chair: Clive Grinyer The RSA‘s* student awards scheme, De- - Presentation to the “followers” of the RSA, Director of Customer Experience, Orange sign Directions offers a range of challenging amongst many people from the industry Fran Chris Downs projects which comment on the changing role Samlionis, Head of Service Design at IDEO live | work of the designer in relation to society, technol- and David Kester, Chief Executive of the De- ogy and culture. Our team won in the category sign Council, UK. Hugo Manassei “changing states of mind”. - Invitation from David Kester to present the Creative Pioneer Programme Director, NESTA project at the Design Council. Simona Maschi * Royal Society for the Encouragement of Arts, - A one week workshop in KISD with Fran Associate Professor, Interaction Design Insti- Manufactures Commerce. London, UK Samalionis. tute Ivrea, Italy hardFactS Volume 24 October 2006 CONTRADICTIONS Disziplin: Service Design Dozent: Who and Where? – “Wir Hier” Tutored by Stefan Moritz, How a group of students came up with a ground-breaking advised by Prof. Birgitt Mager service system Feature: Context/Client: The intelligent service system Student initiated, KISD Project used by “Wir Hier” Almost two years after the initial establishment of “Wir Hier” in Merowinger Straße, Year: Cologne, the ideas and services of the task force have been reproduced and imitated all across Europe. Their work has managed to change the way in which urban society functions forever. nd term 004 It all began in November 2004, when the RSA (Royal Society for the encouragement of Arts, Manufactures Commerce) in London decided to run their first competition for what was Duration: regarded at the time as the relatively new discipline of Service Design. “Re-Designing States of Mind” was the overall title of the competition, and ‘Contradiction’ was the theme. 6 weeks A small group of students from Germany decided to enter the competition in addition to their usual studies. After generating many ideas, the contradiction they decided to work on was: Teamwork: You don’t see what you already have Yes, team members: Franz Braunagel, Tom Büscher, Ian Crawford (Scotland), Stephanie Jerey, Simone Prim, Rob- ert Sucher, Nenji Tsuchiya (Japan) Skills: 10 11 Briefing, Brainstorming, Evaluation of Ideas and Concepts, Service System Design, Ethno- We handed in a magazine... ... feteuring a story with the different aspects of our competion entry graphical Research, QuickDirty Mock-ups, Service Protyping, Small Business Needs Analysis, Teamwork, Team Leadership, Project Management, Storytelling, Presenting, 40 41
  22. 22. BrIeFIng/goal reSearch/InSIghtS conceptS SyStemdeSIgn Ecerpt from the original Brief: First we analysed the needs and wish- From our research and initial concepts itera- We developed the idea of a “Task Force” which “We want you to find, define and com- es of the RSA, after a series of creative tions we realized that we needed much more acts as a catalyst to help solve some of the municate a social or economic ‘con- sessions about “contradiction areas” then a service. social problems that exist in a city - for exam- tradictory behaviour or practice.’ We we evaluated them. And decided on We developed a service system, modular and ple, problems of isolation and alienation. After then want you to design a service that “the grass is always greener on the flexible. For the development and communica- the initial stages of implementation, the Task helps us engage, re-configure, man- other side!” From this point on we tion we have chosen a typical city street called Force allows the residents to take control of age and live with this contradiction.” created a huge amount of concepts “Merowinger Str.” where we also tested and their own services and withdraws. and evaluated them, so we entered an prototyped our services. iterative process. Me Stefan Moritz Mock-up test discussing the project progress “Contradiction areas” of interest Process Gate Discousion of a communication module Communication material to evaluate Mock-up test of a system module Evaluating different contradictions Interviews to gain insights and communicate the concept to incorporate the local business 4 4
  23. 23. Process diagram of service System Portfolio of service modules used to shift from one to the next phase of the community Four main stages of our serv- ice system: 1. Attention 2. Change relationship 3. Create community 4. Continuity Example: Bakery Bag Example: Tea 4 Two Example: Skill Sharing Example: Coupon Service Selected Services Examples Skills Sharing Coupon Service Bakery Bags Tea 4 Two Elements of Corporate Design: Cooperation Logo Logo in context of use Sub Brand IC, task force member. Name: Nezir Ödzmir Age: 42 Contact: Tel. 0221 3483 552 Skills wanted: To know how to build a PC and install the software. Skills Offered: Good at most handy work, including Hans Schneider, member of the community. plumbing and woodwork. Could teach someone Turkish at almost any level. Mood Photos from the Process (on the right side) 44 45
  24. 24. Thank you for your time and consideration. 46 47