description of my projects

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

2-3 Project description

4-7 Selection of used methods

Self care tool Copenhagen university hospital


10 Recommendation from stakeholder

11 Selection of used methods

12-13 Examples from the design manual

Visual Identity DEcoy


16-18 Selection of used methods

19-21 Examples from the brand concept

Interaction design Smart connect


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Selection of used methods 25-27 Examples from the product concept

Project documentation

Selection of used methods

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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

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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


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Selection of methods Data to insights


5 5/27

Selection of methods User journey mapping


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Selection of methods User journey mapping


7 7/27

Selection of methods User Segmenting


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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_bog_issue

9 9/27

Fields

Interaction Design Website semiotics and psychology Healthcare economics User behavior Digital semiotics Social media behavior Internet game psychology


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


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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; [email protected] tlf; 27908669

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Recommendation From stakeholder


mailto:[email protected]

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Selection of methods Design Game

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Self care tool Copenhagen university hospital Self care tool Copenhagen university hospital

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Examples from Design manual


13 13/27

Examples from Design manual


14 14/27


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/omstruktureringer-skaber-fremgang-hos-hb-textil/ Today's brand: http://www.decoy.dk/presserum/

Brand book

http://issuu.com/millerubaek/docs/norrfrid_brandbook_web

15 15 15/27

Fields

Design analysis Branding Marketing Strategy


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


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Selection of methods Systematic process methods

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Visual Identity DEcoy Visual Identity DEcoy

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Selection of methods Main process

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18 18/27


Selection of methods Image board co-creation

with potential users


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Main Design attributes

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Examples from Brand book

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21

Examples from Packaging

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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.php

Design criteria

http://issuu.com/millerubaek/docs/smartconnect_visuelt_projektmappe

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Fields

Nudging Interaction design Software design User Behavior Strategy Product design


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


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Selection of methods Different methods

Observation

Jesse James

Insight generation


25 25/27


Solution example Main concept


26 26/27


Solution example Software


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Solution example Hardware


description of my projects

Design

insights master thesis

project description

selection of methods

anthropological methods

selection of used methods25

abductive problem

user segments

project track record