Guus Röben
Competency Development
Unique Competence
With Business & Entrepreneurship and User & Society forming the foundation of my design approach, Creativity & Aesthetics acts as an overarching element that connects all other areas of expertise. My unique competence as a designer lies in adapting design and research processes to address societal challenges in early project phases. By integrating research, intuitive problem-solving, and reflective practices, I create meaningful, user-centered solutions that balance societal impact with business relevance.
Design Research Processes
When formulating design challenges and research questions, I align my intrinsic motivation and personal interests with societal relevance. I begin with open-ended goals, gradually narrowing the focus while reading literature and tracking societal developments to identify research and market gaps. While clear contributions may only emerge in later project phases, following the red thread that spans my work allows me to make sense of my decision-making process.
My designs aim to generate new knowledge about target audiences and their contexts. To validate findings, I seek external advice and expert evaluations before drawing conclusions. I specialize in early project phases, often referred to as the fuzzy front-end, emphasizing a creative, user-centered approach while leveraging engineering and analytical knowledge for effective cross-disciplinary collaboration in later project phases.
The Five Expertise Areas
01
User & Society
I approach design from a user-centered and socio-cultural perspective, integrating empathy, ethics, and respect. Collecting and analyzing qualitative data allows me to uncover user needs and underlying values. With hands-on experience and approaches, such as the IRIS-method, derived from theoretical knowledge, I ensure users are integral to the process to address complex challenges with societal relevance.
03
Creativity & Aesthetics
By switching perspectives and using divergent and convergent thinking techniques, I drive projects forward with new ideas. Combining successful elements from existing creative methods, I tailor my approach for each project. With an attention to detail I ensure a cohesive visual narrative throughout the design process and end deliverables.
05
Math, Data & Computing
In simulation-based challenges like the one in Open Innovation, I gained experience in leading data-driven decision-making by using databases and statistical methods to guide product portfolio management and achieving market advantages. In my own design processes, I mostly use data and computing skills in analyzing and coding qualitative data from interviews and inquiries.
02
Business & Entrepreneurship
Through elective courses and extracurricular activities, I learned to position ideas and designs in a business context by creating value propositions through values-based leadership in my project groups. My enthusiastic approach attracts external relations to the projects. Ultimately, I focused on developing an entrepreneurial mindset rather than starting my own company.
04
Technology & Realization
Understanding relevant units, dimensions, and data sheets enables effective cross-disciplinary communication during development phases. This way of thinking helps me break ideas into functional modules to draw out schematics. I select appropriate software solutions based on the role of my prototypes to communicate my ideas to developers and stakeholders.
Scientific & Professional
Skills
Although I can conduct and apply theoretical design research processes by diving into literature, I prefer a more personal and hands-on approach. Rather than working solely at a desk, I engage directly with target users and stakeholders in real-life settings by visiting them in their contexts. Driven by curiosity, I ask thoughtful questions and listen carefully to uncover meaningful insights that guide my design decisions. Throughout the design process, I prioritize maintaining a positive and constructive atmosphere. Using the RTD-model, I regularly take a step back to change perspectives and reflect, refine key takeaways, and determine the most effective ways to reach my intended audiences.