Benjamin Schulz Portfolio 2007

Portfolio 2007:
Benjamin Schulz
52 53

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.

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 mail@benjamin-schulz.net 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 sign.de
• 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

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

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

Mobile Light:
The Halo for the Everyday Hero
10 11

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

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

Spatial_Sharing: Context | Vision | Strategy | Hard_facts

Kick-off:
Spatial Sharing

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

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

migrated); 20~35 years, € 1.200/month
- Self-employed and entrepreneurs in there
starting period; 25~35 years € 800/month



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

Spatial-, process- and communication-features Spatial_Sharing: Context | Vision | Strategy | Hard_facts

Kick-off presentation overview


Strategic Design:
A Management Approach to Design Kick-off_presentation | Benjamin_Schulz {Prof_Meroni} Strategic_Design | PoliMi_2006

16 17

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:

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

18 19

Workshop with Fran Samalionis
(Head of Service Design Worldwide at IDEO)
0 1

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

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

A Cheese Product for Children
6 7

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

Meta Design Course
0 1

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
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

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

A new strategy for a middle sized Italian company
4 5

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

Winning Team 2005:
RSA Design Directions
8 9

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

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

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

Thank you for your time
and consideration.
46 47

Benjamin Schulz Portfolio 2007

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