Design Management, International Student Projects

The Challenge

Firstly, The Beekeeper has to canvass good HR coaches, who understand the field of design perfectly. Secondly, The Beekeeper’s coaches, will need to start building cooperations with Design and Art schools in order to gather talents. Thirdly, The Beekeeper will need to advertise on their current business partners, for the new opportunity to get companies for new projects. If all these main stages can be built up, The Beekeeper then needs to start building the corporation and act as an intermediate between these three fields. As all these stakeholders are extremely different, and also have different needs to cover, The Beekeeper needs to have for every stakeholder the perfect educated partner to offer.

The Opportunity

Not only students are looking for extending their network in the design field. Companies are searching continuously for new talents who fit into their business. Therefore, the potential lies not only in building network for postgraduates, but also in finding business partners for companies. The opportunity lies in building a physical, as well as a non-physical platform for post-students, which offers not only networking possibilities but also experience through real case projects together with companies.

The Solution

Starbucks provides an experience which includes the overall atmosphere, the beverages and food, as well as the service. While this experience has to include all of these three factors for some customers, others are able to enjoy it with one, or even two factors less. Some don’t need the atmosphere in the store, since they always take their beverages to go. Others - like mentioned in the interviews - would like to keep the service to a minimum.

The goal of Breakfast Club Consulting, composed of Alexis Mortimer-King, Boris Gantz and Sandra Islam, was to give the OEM OsseBaar an insight of how Breakfast Club Consulting approaches the introduction of a vacuum cleaner into Muji’s product line. The project group examined the corporate lifestyle of Muji. Their focus was to understand their brand philosophy, the Muji customers and therefore the user experience, and Muji’s design aesthetics. This in turn allowed them to better understand how to incorporate a new product, such as a vacuum cleaner, into an already existing product line.

Based on the design strategy canvas, the Breakfast Club Consulting came up with a final concept, named „The One“. „The One“ is a vacuum cleaner that meets the standard of Muji’s differentiation strategy and incorporates Muji’s aesthetics and design sensibilities.

The students of the module Design 2 were asked to come up with new concepts and ideas for a showroom. They had to take into consideration the habits and expectations customers today have when visiting a showroom at Lenzlinger Söhne AG. These ideas and concepts were also to be applicable and transferable to all other showrooms (Uster, Brunau, Luzern) be it as a whole or according to a particular guideline. The fact that our DMI students represent such a polyglott community and are considered as potential future customers, has motivated Lenzlinger Söhne AG to launch this project with the objective to seek many fresh ideas.