Business student with a huge sensitivity for design, I created my portfolio which reveals some of my study experiences.

1. PORTFOLIO
MAXIME LAGRESLE

2. 01 About Me
02 Concept of a station
CONTENT
03 Esdes Conference
04 MYO

3. 01. About Me
Business student, I am a learning addict and passionate about start-up
ecosystem and entrepreneurship.
Spending most of my time analyzing and understanding key factors for
business development.
Also, my interest for user-centred design has led me to attend a Co-design
minor. From this experience, I have developed an innovative mindset and
capacities to better understand customer needs.
Vocabulary that sounds familiar for me:
#StartUp #BusinessDevelopment #LeanStartUp #Scalability #Disruption
#UX #DesignService #CoDesign #DesignThinking #Strategy
CURIOUS SENSE OF RESPONSIBILITY PRAGMATIC

4. CHALLENGE
ProRail, administrator and responsi-
ble for the railway infrastructure in
the Netherlands, entrusted us with
the mission to design a train sta-
tion for the near future (5 years).
The team has been instructed to
design solutions that meet the re-
quirements of active/social recre-
ational elderly travelers. The focus
was on small and medium stations.
02. Concept of a future station for ProRail

5. THE DOUBLE DIAMOND DESIGN PROCESS
In order to complete this mission and
satisfy our client, we focused our work
organization following the service de-
sign approach. This promotes co-cre-
ativity by involving all stakeholders in
the whole process. The main purpose
of this approach is “to innovate or
improve services to make them more
useful, usable, desirable for clients
and efficient as well as effective for
organisations.”
- Stefan Moritz, 2005
There are a variety of methods and
tools, to come up with a final concept.
In this project we used the double di-
amond design process.
Divided in four distincts stages with
an alternation of divergent and con-
vergent phases, this process helps
for gaining genuine insights and
stimulating creativity in concepts.
débriefing
desk
research
field
research
insights
insights
DISCOVER DEFINE DEVELOP DELIVER
ideation
ideation
concepts
concepts
final concept

6. DESK AND FIELD RESEARCH FROM RESEARCH TO INSIGHTS
First stage of the process, research aims to get a clear
understanding of the current situation and help iden-
tifying the real problem from the perspective of
the customer.
In our research phase, we interviewed our target group
in context in order to collect personal insights regard-
ing their behaviour and feeling.
We also used the emotional mapping method as a
tool to recognise how the target group felt in all areas
of the station at various times of the day.
• Elderly organise their day and travel
arrangements to avoid night travel.
• Elderly see the current stations as a
necessary evil. They indicated that it would be
nice when the station becomes a more inviing
place.
• Elderly don’t mind waiting at the
stations. They come well prepared for their
journey and don’t stress about delays. Elder
ly are more open to the idea of waiting for a
train when the station is sufficiently equipped
in infrastructure.
• Elderly prepare their public transport journey
on their computer before leaving home to
avoid planning at the station. They bring a
note (printed or handwritten) of the travel
schedule with them.
• Elderly have no problems with navigating at
small/medium stations.
Finally, with all the datas gathered we defined three
personas representative of the different type of per-
son within our target group.
The confident
public-transport
traveler
The cautious
public-transport
traveler
The non public-
transport traveler

7. FINAL CONCEPT
“The shelter is an inviting waiting area on the platform that is smart, social and sustainable.”

8. 03. Esdes Conference
“The university association Esdes Conference aims to raise awareness among students, through the organization of
conferences and debates, on the economic, social and governance stakes of tomorrow’s world.”
I have been fortunate to be elected president of this association for the academic year 2015/2016

9. MAIN EVENT OF THE YEAR
Xavier FONTANET - CEO of Essilor (1996-2010)
Our association has been pleased to welcome for a two days event
Xavier Fontanet, former CEO of Essilor, worlwide leader company
of the optical industry.
M. Fontanet has an exceptional career, graduated from the Ponts et
Chaussées institute of science and then MIT, he began his career as
vice-chairman of the Boston Consulting Group, before becoming man-
aging director of Bénéteau in 1981. He joined Essilor in 1991 as Man-
aging Director, and then served as CEO from 1996 to 2010.
This two days event included a major conference opened for every-
one (students and professionals) and a strategy course accessible
only for students of the University. The conference on “Confidence and
strategy as a means of tackling positively technological change and
globalization” was attended by more than 300 persons and 180 stu-
dents the second day for the strategy course.
This event organization has been a long process which required lot of
abnegation from every members of the association. Getting in con-
tact with M. Fontanet and convinced him to come in our University was
a tough challenge as he has a busy schedule and our association does
not have any budget to pay speakers. However, his desire to share his
experience with the youth was a facilitating aspect.
Throughout the conference, I had the moderating role in order to cre-
ate a natural dialogue with our speaker and cover all the topics.

10. Compilation of the words of thanks expressed by the students of the University to M. Fontanet after his speechs.
Published on Xavier Fontanet Blog - 22/03/2016

11. 04. MYO
48 teams at the beginning, we were shortlisted for
the final (6 teams selected) to present our project
in front of a jury of financial investors.
One academic year for carrying out a free business
project.
Our idea was to develop natural customized
body-shower/shampoo. Consumers could select
their base, essential oil, color etc. and then stirring
it by themselves. The aim of this project is to break
the banalization of the purchase process in this
sector.
One strength of MYO is to be at the crossroads of
two growing markets which are “Customization”
and “Do It Yourself”.
Finally we also imagine a revolutionary store con-
cept.
Make Your Own (MYO) - Finalist 2015

12. THANK YOU!
Feel free to
contact me MAXIME LAGRESLE
lagresle.maxime@gmail.com
+33 (0)6 13 41 08 62
35 allée des jardins
69890 La Tour de Salvagny
FRANCE
linkedin.com/in/maximelagresle