Daan Hittema

PROJECTS

selected work

01 Equestrian Accessory

Developed for the most Demanding Athletes

Pezy Group was asked by Kettner, a business in high end equestrian accessories, to de-velop a new Bridle and Saddlecloth number-system for competitive equestrians. During Daan his internship at the Pezy Group, he was part of the small team which designed and engineered two products with an unique number system. He contributed most of his time in this project, where he was involved during all stages of the process. Together with the customer a number system was developed that would fit the snap button interface on the luxury leather product and the sporty stainless steel product. The injection molded number plates would click on the interface of the high-end products.

  • Client:
    Kettner Quality Products
  • Year:
    2017
  • Focus:
    Design, Function Creation, Outsourcing, Testing

Facilitating creative workshops, assessing different existing systems, brainstorm and sketch sessions, function creation, modelmaking and outsourcing are only a few of the many things that were accomplished during the development of the innovative Snap and Clip.

The products were showcased to lead customers and opinion leader in the horse-riding industry at the Olympic games in Brazil. Today, many leading ath-letes all around the world use the product.

The equestrian accessory was awarded with “Horses product of the Year 2016”.

“Daan has a very nice personality who easily mixes into a team and finds his place. He likes to learn and improve himself. Daan has a clear opinion and speaks openly. If he wants something, he gives everything, often with a positive result”

Erik Jouke Bijl – Commercial Project Manager at Pezy Group

02 Façade System

Changing the Appearance of Buildings

Octatube, a company specialized in engineering and producing architectural structures, have seen an opportunity in the real estate and construction market. Outdated retail buildings and the everchanging landscape needs an easy to install, interchangeable and opensource panel system which can be mounted in diverse configurations. The CEO of Octatube and a partner have engaged our project-group consisting of three graduating IPO students on developing the Modular Façade System.

Together with the client, the analysis of the market and similar products, and the created concepts were assessed. Several concepts and prototypes have been tested, before making the final 3D-printed corner which shows all aspects of the design. Visiting and

  • Client:
    Octatube
  • Year:
    2017
  • Focus:
    Start-Up, User Interface, Market Validation, Business Model

meeting with 3M, Sapa, Poly-Ned, Trespa and Item have helped us creating, optimizing and assuring an achievable and innovative new product.

The Flexade®-system is an aluminum extruded frame with integrated features for mounting various panels of a diverse range of materials. HPL-panels, Glass and Canvas can be placed on the frame, before the Flexade is mounted on permanent hooks on the wall. The modularity of the design and the adjustability of parts makes it perfect for repair and recycling. The “Flexade®” offers a safe and affordable alternative for enhancing or changing the appearance of a building, this in alignment with the assignment and business model of the client.

03 Fysicos

An all Natural Approach

Fysicos is a Start-Up founded in the IEOR 185: Challenge Lab class at UC Berkeley.

Fysicos is a multidiscipline team with computer scientists, economists and engineers. Lesvos, Greece has been plagued with a long economic downturn and is in the middle of a refugee crisis. Greek olive oil farmers have been exploited by large olive oil companies in Spain and Italy. Leveraging on the deep roots of the Greek olive oil industry and the rising demand for extra virgin olive oil in the US. Social entrepreneurial Start-Up Fysicos has developed a solution. A new line of olive oil, Olive Oil for Change. Partnering with small-scale farmers and branding these authentic, high quality olive oil to the larger US markets. Promoting

  • Client:
    -
  • Year:
    2016
  • Focus:
    Start-Up, Business Model, Networking, Social Entrepreneurship

the Mediterranean diet, while addressing and solving the local problems on Lesvos. Daan is one of the founders and is responsible for outsourcing, product management and business development. Besides those tasks he is now advising and helping from Europe. The final pitch was in front of a jury who had experience with Non-Profits, Refugees, Lesvos, and Startups. We became second in this competition and were invited to present at Google. Our Start-Up was well received and opened many doors.

04 Public Space

Created for Social Interaction near Schiphol

The Delta development group, a real estate company, created a cradle to cradle(c2C) business park (20|20) near Schiphol. Next to the 20|20 park there will be a new project, called The Valley. As an addition to the future human-centered working community in Hoofddorp-Buikenhorst Zuid, there needs to be a central gathering point.

The project-group has designed a cradle to cradle-inspired public, multifunctional amphitheater and its furniture. This social meeting place encourages a circular economy and open communication. Combining social architecture, biomimicry and C2C resulted in a sustainable design which stimulates interaction and networking.

  • Client:
    Delta
  • Year:
    2016
  • Focus:
    Nature Inspired Design, Cradle to Cradle, Social Architecture

“The Nest” is an amphitheater made of C2C and local materials and where the object optimally benefits from the environment and surrounding influences. An underlaying system with volunteers for interactive maintenance and activities is achieved with the design of this object, the furniture and the additional app.

The benches has been designed in such a way that supports social, private and working/lunching activities. The shape, materials, plants and placements creates opportunity to do these different activities. The table is the centerpiece between the other furniture. Here you can leave messages and meet people.

05 Now.

Getting You What You Need, On-Demand

Now. was a Start-Up idea for the class IEOR 185: Challenge Lab, while studying at UC Berkeley.

Now. is a next-generation search engine for on-demand services. It allows users to search a need, find an on demand company, as well have it delivered to the end user. Using Google can take up to 17 minutes for a user to find the service provider he or she needs. Answering a short query by giving answers through voice or text, let our algorithm determine a top recommendation.

  • Client:
    -
  • Year:
    2016
  • Focus:
    Start-Up, User Interface, Market Validation, Business Model

The multidisciplinary team did an extensive market research by collecting information from surveys and contacting early adopters. After validating our business model and market size, we made an financial projection according to our 5-year timeline. Daan focused on the User Interface, design and market research/validation.

The team participated in a Start-Up competition. Unfortunately, they did not win, but were contacted afterwards by Microsoft.

06 Headphone

Different Product, Same Brand Value

For a design class a BMW-product had to be designed, a product that the car-manufacturer doesn’t have in production. For this new product the brand values had to be communicated by design. Using shapes, color, material and usage to reflect the innovative, futuristic and dynamic aspects of the BMW cars i3 & i8.

Using a mindmap helped the sketch sessions. After exploring several options and detailing the proportions, a digital sketch was made. Expressing all aspects of the design were then translated to a model made out of foam, PVC, leather and nylon textile. This innovative headphone, placed at the back of your head, works through bluetooth and resembles the modern BMW brand values.

  • Client:
    BMW
  • Year:
    2015
  • Focus:
    Brandvalue, Design Exploration, Model making

“During the course “Products and shapes” Daan showed that he has a very broad range of skills. He is analytically strong. He works with a thorough approach and shows his strong curiosity in every aspect of the design process. Through the agency of his good sketching skills, his eye for detail and the neat finish in the modeling resulted in a good rating for this design. Daan sets the bar high for himself, resulting in thoughtful, detailed product designs. For me as a teacher (industrial product design) it is very pleasant to guide Daan in his school projects”

Ir Rutger Krijgsman – Lecturer Industrial Product Design

07 Hydroponic

Gardening in the City

CQ International, a design agency, asked several student project groups to develop an innovative hydroponic system(a water based, nutrient rich method of growing plants without soil) for urban millennials. Topics like processed food concerns, trends like a green healthy lifestyle and local grown products created an opportunity for this type of product. Our vision was to create a self-explaining product that puts users in control over the food they are cultivating and can enjoy eating it without concerns.

Analyzing the market thoroughly and thereby defining the price, production numbers and other requirements resulted in interesting concepts. Detailing our “Crescere”- concept was a challenge

  • Client:
    -
  • Year:
    2016
  • Focus:
    Start-Up, Business Model, Networking, Social Entrepreneurship

Making a proof of concept showed that it is possible to create a waterproof valve-system to achieve the air-supply for the grow modules. An approachable and easy to use product which seamlessly integrates with the lifestyle of the target group was realized.

“Daan strives for a good end result. Through orderly manner and a lot of discipline he reaches his goal”

Bas Versteegen – Project Group Member

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