1. Innovation by
Storm
Business centered innovation, rooted in customer trends
2. Graduation proposal
My name is Roland Storm, stu-
dent at Delft Technical Univer-
Explain sity. My master is Strategic
Product Design (SPD)
What Strategic Product design is. I am looking for a graduation
How SPD designers (me) can be project!
used.
The tools SPD uses. The document in front of you
serves to:
Show
Extract of my portfolio
What kind of questions I can
answer for you Inspire
You with examples to ASK
think of examples of your Do you see similar questions in
own your company?
Do you want
me to find solutions?
SPD Tools Portfolio Inspire CV You Get
3. Strategic Product Design,
Strategic Product Design
(SPD) is a master program at
Delft Technical University of
what is it?
high international standing.
It is based on the bachelor
program of Industrial Design
engineering (Industrieel Ont-
werpen). On this page you The master of Strategic Product Design teaches stu-
find a description of the mas- dents how to choose a strategic product direction
ter program and examples of based on insights from the external environment
how I could contribute to (market analysis, consumer and behavior research,
trends and future scenarios, governmental policies,
your company strategy. and new technologies and materials) and the
wishes and possibilities of the company (product
strategy, brand identity, mission/vision, resources).
The translation of the chosen strategic product di-
rection into proposals for product concepts
(including engineering and design guidelines) are of
central concern.
Top 10 World’s best Design schools
“Business schools tend to focus on inductive
Top 10 design schools business week september2009 thinking (based on directly observable facts) and
deductive thinking (logic and analysis, typically
based on past evidence),” he writes. “Design
schools emphasize abductive thinking—
VISA hires designers to “align corporate strategy
imagining what could be possible. This new
with consumer needs. "As great as an MBA is,
thinking approach helps us challenge assumed
we were looking for something more," says
constraints and add to ideas, versus discourag-
Scott Sanchez, senior business leader for the
ing them.” (A.G. Lafley, CEO of Procter & Gam-
group.”
ble)
SPD Tools Portfolio Inspire CV You Get
4. SPD Toolkit
Qualitative Research
Brand analysis Focus groups, user observation, interviews, ethno-
graphic study, customer idealized design. Lead
user studies, context mapping Strategic Product Design brought
me an extensive toolkit and ex-
perience due to the large number
of assignments for actual compa-
nies.
SWOT-the designer way
Identify rich product development areas,
Creative sessions
Identify trends
Business model development
Result:
• Structured Innovation
• Products that fit your brand
• Products your customers want
Concept development • Innovative business model
SPD Tools Portfolio Inspire CV You Get
5. Short portfolio
Translate the B2B product Energy mirror into a A sample of my projects:
product for the B2C market.
As mentioned on the previous page, most as-
signments I did in the course of the Master
program were done at the request of actual
companies.
Assignments range from branding to market
development and product introductions.
How do parents and
children relate to Always with an eye on innovation, cultural
each other once the trends and a feasible business case.
children live on their
own?
Create a market introduction
plan to introduce Greetinq per-
sonal voicemail on the German
market.
Develop a product/service concept for sharing
music “on the go” .
How to provide meaning to the Philips
slogan “Sense and Simplicity” for cus-
tomers, specifically
for Philips lighting.
SPD Tools Portfolio Inspire CV You Get
6. Inspiration
NRC newspaper Can you think of a similar ques-
Development question: make read-
ers identify with the newspaper on a tion for your business?
more personal level.
Product: Ik@nrc.nl: a unique way to To provide you with more inspiration for
make a very serious newspaper more the kind of questions I would like to use
personal and endearing.
as a starting point for my graduation as-
signment, I have selected several
“products”.
For illustration purposes, I reverse-
Douwe Egberts
engineered a question which could have
Development question: De- been the basis for product development.
velop a new coffee product to
increase margins.
Product: Senseo koffiepads
Amazon.com Marqt—A new supermarket concept.
Development question: develop a fea- Products are fresh grown locally when possi-
sible business model for a product/service ble. The origin of the products is always
combination for electronic readers known.
Based on:
Product:Kindle—ereader • Individualism
• Wanting to know the source
• Sustainability
• Luxury
SPD Tools Portfolio Inspire CV You Get
7. CV
Education
2009 Graduation project at Kinzo (tools), discontinued due to
bankruptcy
2007– current Student Master Strategic Product Design- TU Delft
2006– 2007 Propaedeuse Industrial Design Engineering—TU Delft
2000 Private Pilot’s license
1998-1999 Certified Internal Auditor (CIA)
Fellow Life Management Intitute (FLMI)
1997
1990
Doctoraal Bedrijfseconomie Rijksuniversiteit Groningen
Gymnasium β, Stedelijk Gymnasium Haarlem
Work
2008 Board member foundation Bluedot
2003– 2006 Project manager ING bank Business Planning & Service management
Other 2002-2003 Team Manager mortgages ING Westland-Utrecht
2000-2002 Project manager ING Service Center Mortgages
2009 Op Pad Outdoor (product of the year) award 2010, 1997-2000 Associate Auditor Internal Audit Department, Aegon USA
Member of the jury
2009 HEMA ontwerp wedstrijd, displayed product at competition exhibition
SPD Tools Portfolio Inspire CV You Get
8. You Get
Me for a period of 20 weeks
New ideas
A fresh look at your Strategy and Brand
A new look at your customers
Creative sessions with employees, your customers and others
Workshops New product concepts
SPD Tools Portfolio Inspire CV You Get
