To my Showcase.
Jelle Willems
Industrial Designer
Project B3.1
Project B2.2
Vision// Future//
Project B2.2
Subconscious Data//
ANT creative studio//
B3.2// 0 to 9//
Project B3.1
Exole ID//


“Jelle is an energetic person, an original thinker and much fun to have around us!”
-René Bouwmeester

My internship at 0to9 has been very beneficial to my growth and especially contributed to my identity as a designer. Although it is not customary to do an internship in the B3.2 semester, I consider this to be a good conclusive semester for my bachelor. I made big steps in developing a professional attitude, and it provided me with a clear idea of my future plans. The developments I made during my bachelor were put to the test in a real world scenario. Due to my technical background and my broad development I was often able to offer something extra to 0 to 9. I took initiative in doing multiple technologically complex projects, like the Vitreq 3D film. I further strengthened my conceptual thinking and idea generation to a very high level, which is reflected in my evaluations. My internship also triggered my entrepreneurial aspirations, and contributed a lot to my confidence as a designer. I have described my growth within the competency framework in the growth section of this showcase. In my internship report below, you can find more information about my work and my learnings at 0 to 9.


“I think you especially grew in integrating all the competencies in a good design process, while using making and theory to back up your choices.”
– MSc. C.J.J. Heger

My aim for my project should reflect my identity as a designer, and the competency growth I made during my bachelor. My eventual prototype is a very practical product, and therefore a bit contrasting with my other projects. I set different priorities than I used to do in a design process, resulting in significant growth in competencies I normally do not prioritize. I loved to see all my learnings over my bachelor come together in my prototype. Even though I was still recovering from a severe depression at the beginning of this semester, I quickly got my enthusiasm for design back. I have worked incredibly hard on my project, because I really believe in the potential.
That said, I believe that there are some competencies that are less prominently present. In following projects I will try to reserve more time for exploration, and I will try to involve more user feedback in my process. The overall quality of my concept led to a lot of positive reactions during the final exhibition. It even attracted the attention of both the Dean of the department Prof.dr.it. Aarnout Brombacher and Dr.ir. Stephan Wensveen. I heard that they were interested in integrating my project in their research. I hope that this chance allows me to develop my project even further in the future.


During my bachelor I have focussed a lot on 3D modelling. I used this to make very realistic renditions of my projects to add more believability to the project. I have also used this to make use of 3D printers which allowed me to make very qualitative prototypes. These techniques have always fascinated me. I learned that my motivation to learn a new skill very often comes from the idea that I just don’t want to limit my creative possibilities. When I worked on the 3D film for Vitreq, I discovered the immense possibilities that animation offered. It felt like a completely new world. I was immediately hooked on animation and motion design, and I started to devote my free time to learning about this.

Joost van Gorsel, the creative director at 0 to 9, inspired me to start my own company a few months later. The entrepreneurial aspects of starting for myself were not only very informative, but I learned that I really love to work for myself. Starting my own company has contributed to my professional attitude, since I need to plan, communicate and make decisions all by myself. Since my tasks at 0 to 9 were often more strategic in nature than technologic, I saw this as a good way to develop myself in a technological aspect. Animating turned out to be very beneficial for my development since it is a combination of multiple disciplines I had already developed to an extent in the past. These include graphic design, video editing, rendering, form & senses and CAD. I am convinced that this initiative compliments my semester really well. The website of my start up is www.antcreative.studio.


“a very robust and promising concept focused on selling subconscious data; a critical outlook on future advertising practices.”
– Susana Cámara Leret

My B2.2 project focused on the value of subconscious data. I aimed to give an outlook on where the current developments in data mining are taking us in the future. With the use of EEG technology ANT pioneers in applications that are able to think with the user. I see EEG as a technology with very much future potential, to improve intuitive navigation for wearable technologies. The technology is able to effectively make the brain the medium for future technologies. Whereas it has enormous potential, the concept also provokes a lot of ethical and privacy related implications

I tried to sketch the socio-cultural impact of this future technology as detailed as possible. I made the unconventional choice to give an outlook on a future that might not be so bright, questioning the progress in data sharing. By combining critical design with the aim to make a working prototype, I went through a very complete process, working on all competencies to some extent. The theme Next Nature has been a key element in my process. I was glad to see that my prototype showed this so clearly that I was awarded with a prize for the project that best represents the theme.


I have developed myself as an universal designer, characterized by being broadly oriented and able to design for very diverse contexts. I aim to create the unexpected, therefore my design language characterizes itself by being innovative and playful. I like to approach design from a philosophical perspective, defining a value and using this as a guidance throughout my process.

We live in a time that becomes more and more saturated by technology. Do all these technological advancements give more value to our society, or do they only heighten our expectations? I envision good design to be something that gives people what they need, instead of giving people what they want. The challenge of the modern designer is to place technologies in a social and cultural context aiming for continuous value. The vision of the designer should reflect in the context that is given to technical innovations. In the modern world real progress in terms of adding value is hard to find. I see it as my obligation as a designer to achieve progress with my designs. By looking beyond practical uses, and zooming out to their value, I try to add experience to products and services. By this I hope to enrich lives instead of making them more convenient.


"There are those who look at things the way they are, and ask why... I dream of things that never were, and ask why not?"
– Robert Kennedy

I have had an urge to create, ever since I can remember. I have always developed myself creatively in many different disciplines. Now that my study introduces me to a lot of different tools to create, I make optimal use of that within my study. Because of this urge, I have developed myself in a very broad perspective within my bachelor. My skills in digital prototyping, web design and graphical design are examples of tools I developed to a high level to be able to create anything I imagine. During my B3.2 semester, I developed a very good idea of the skills I prioritize most. I have developed myself as an Idea generator, and creative thinker. I see technology as a tool to use my creativity to its full potential.

I have always been fascinated by the way design can impact society. The psychology that is behind a well-designed product is something I would love to work on in my future career. In my B3.2 semester I learned that design is a form of communication, and communication is in a sense designed. This insight formed the basis for my growing interest in marketing and advertising. By combining my expertise in new technologies and my creative mind, I am confident that I can create value in campaigns and creative concepts. I have always distinguished myself with unorthodox and sharp analyses I made in my surroundings. My urge to create, and anti-dogmatic way of thinking form the basis for my vision and my design language.


During my bachelor, I feel like I have developed a strong vision on design and a distinctive identity. I believe that I have gone through a big overall growth, which enables me to combine all competencies in creating qualitative designs. My B3.1 project allowed me to integrate everything I have learned in a fully working and inspiring prototype. For me, an internship felt as a logical next step. After this semester my goal was to find out how I want to develop myself further. For the first time during my bachelor I wasn’t sure about my future plans.

My internship at 0 to 9 inspired me a lot. It gave me a clear guidance for my development. I further discovered my strengths and interests, and learned in what way I could apply these in my career. During my bachelor I have learned that I thrive when I work for myself. A few months ago I started my own company. I intend to fully focus on building up this company after my bachelor. By combining my expertise in graphic design, web design, integrating technology and animation I am able to create anything I can imagine. I want to continue to broaden knowledge about emerging technologies. My company will focus on motion design and animation. In the future I’d like to shift the focus to creating creative concepts and strategies for companies. My plans for the future have my identity and vision I developed over the past five years as a solid foundation.


With this showcase I aim to give an overview of were my bachelor industrial design has brought me as a designer. I have always had difficulties with planning, so this left a lot of room for improvement within my bachelor. While I almost always finish my work before mayor deadlines, the process to get there has not always been pretty. Over my bachelor I learned that setting myself clear deadlines regularly, really helps me in my process. I learned that it is really important to know yourself very well, in order to be a good planner. It is not about adapting an existing system, but developing your own. It is crucial for me that I work on something that I can directly link to my development. By continuously reflecting on the steps I take, and the achievements that followed from that I started to learn what self-directed learning means for me.

During my second bachelor year a lot changed for me in the way I approached my projects. Since I really need an internal motivation, I started to focus less on doing what I thought what my environment would appreciate. Instead I focused on my own identity as a designer and began to see projects as something of my own. I learned that my development is what really counts for me, and not a grade. A grade is merely an external interpretation of the growth I experienced. Personal growth has become my biggest motivator, and I find that quite an achievement. In my third bachelor year I was able to develop my professional attitude further, by building upon a strong identity.


I see a modern designer as a facilitator who is able to bring people together with different fields of expertise, and translate that input to qualitative design. I have gone through a big transformation within this competency. I often tend to assume the role of a leader instead of a team member. I have learned that this is because I am a perfectionist. I always want to have the control. This can be a very good trait, but it is essential to be very aware of this in order to profit from it. During my bachelor my perfectionism has sometimes been a bottleneck for the communication within a team. Gradually I started to develop an awareness of what it means to communicate effectively, and get the best out of a team process.

When working on individual projects, I learned that it is very beneficial to actively acquire feedback from my environment. As a designer I always try to be a pioneer, so a lack of information is always present. By piloting ideas & concepts to different people, and effectively processing the feedback it is possible to give more context to the idea. I have made big steps in my teamwork and communication during my internship at 0to9. It has been very informative to me to work within a company on many different cases with a lot of different people. Although I still tend to be more of a leader than a team member, I have learned to use this character trait to my advantage in team processes. I gained a lot of awareness about my strengths and weaknesses as a team player, which eventually led to the development of a strong professional attitude. The evaluation feedback I got during my internship has made me confident about the development of the competencies related to my professional attitude.


My research process always starts with analyzing the social & cultural context of the project. During my bachelor I learned that it is very helpful to experience things first hand. Research is the first step in validating my ideas and presumptions, and forms the foundation for the ideas and concepts phase. I have a very broad interest and I am by nature very inquisitive. During my bachelor I have always deliberately tried to find things that I had never done before. I love to learn new techniques as long as it allows me to be creative. In my B3.1 project my broad development was clearly reflected in a qualitative prototype that implemented most of the disciplines I learned during my bachelor.

I feel like this is one of the few competencies that were already present when I started my bachelor. I did however develop a more scientific approach to my research process. My internship has taught me that, however a scientific analogy is important, it is only a part of a good research process. Especially when it comes to marketing and user focused design, first impressions should not be underestimated. These impressions are always a product of first hand experiences I have had within the context. Every experience contributes to an awareness of the context, and forms a truth on its own. By integrating my own experience with insights and feedback of other people and sound scientific research I form a foundation for my work. Research should be a part of every stage of the design process and constant iterations and evaluations help strengthen the overall quality of a project. Especially in my last three semesters the quality of my research process is reflected in robust and insightful concepts.


I learned that developing this competency is a process of trial and error. It is often very helpful to just start creating, and iterating upon the result. During my bachelor I have developed a hands on approach in my design process. While I really like to use 3D modeling tools like Solidworks, it is always eye-opening to have a tangible object. I have often experienced firsthand that the devil is in the details, so it is crucial to be able to experience a prototype with all of my senses. I really grew in making qualitative prototypes by putting a lot of time in developing my 3D modeling and learning new techniques like laser cutting and 3D printing. In my third bachelor year I even made my own sensors, wrote my own software and created the full customer experience around my project.

I am very perfectionistic, and often want to keep full control over the outcome. I learned that this can keep me from working on the things that I really want to develop further. Especially in team processes I have learned to avoid getting too obsessed by details and start to micro-manage. During this semester I started my own company that focusses on making 3D animations. This has allowed me to develop this competency significantly. To make animations visually believable, I have put a lot of time in learning about material properties, lighting and motion design. I was surprised how quickly I was able to make very believable scenes. This indicates for me that I have made a lot of progress within this competency.


My work during my bachelor has taught me that my strength and my passion is to develop concepts, instead of fully developing a product or service myself. Especially my internship helped me to get my mind set on what kind of designer I aim to be. I see my unorthodox and creative way of thinking as my biggest strength. By combining this with my broad technological development I am able to develop very innovative and distinctive concepts. My ambitious ideas have always been a good motivator for me to learn new skills.

When I started my bachelor I had the tendency to quickly go for an idea without considering alternatives. I gradually learned the importance of reconsidering choices constantly, and keeping an open mind during the whole process. I learned to commit myself to finding weaknesses in my ideas and concepts. While it can be very frustrating to find a flaw in an idea I really believe in, being critical about my work became a big priority to me. I generally plan in a significant amount of time to come up with ideas and concepts, since I really need to believe in an idea in order to motivate me. During my internship I got a lot of chances to come up with strategic ideas, and creative concepts for campaigns. This really felt like a job I’d like to fulfil in the future. Partly because I really like to brainstorm with people, and because the people at 0to9 and the clients were often really impressed with my insights and ideas. This experience has been very good for my confidence, and the development of my identity as a designer.


As a designer I see it as my responsibility to implement new technologies to a social and cultural context aiming for continuous value. A crucial skill for any designer is to be able to observe. For me this competency is about constantly asking myself why things are the way they are. To achieve progress however, it is important to dare asking myself why things can’t be done differently. Every new insight and concept comes from a thought that dares to reconsider existing dogmas. Having an in depth knowledge about this competency is therefore vital for any designer. My projects have often had a very unorthodox character, because I have learned to challenge existing ideas.

I have seen a big change in the way I observe society as a designer. I learned that not everything we do as a society is as straight forward and logical as it might seem at first. As a designer I learned that zooming out, and observing existing dogmas from a distance, allows me to see the bigger trends in our society. Progress is not always as positive as it might sound. Progress always allows for chances, but taking these chances is what really counts for me. Instead of discovering something new, I combine existing technologies and translate them to a social and cultural application. During my internship I was able to work for a lot of different social contexts. I got a lot of positive reactions on my ability to analyze these contexts. I see my development within this competency as a good foundation for developing insights and creative concepts.


User focus & perspective should be a part of every stage of a project. I see the end user as the main guidance for making decisions. It might seem obvious to give the user what he wants, but I do not believe that this should be the goal for me as a designer. I try to be more than a problem solver, by giving context and value to the user with my design. While I believe that good design is always user centered, the user is not always aware of his needs. By developing a strong sense of the social and cultural context, and doing extensive research it becomes possible to look beyond the users practical needs and find ways to add value.

I learned that there are many different ways of involving the user in the design process. By starting with gaining a good insight in the end user, I allow myself to empathize with the user. I gather information by doing research and observing the ‘challenge’ that confronts the user. Further in the process I try to involve the user in a user-test or interview. I experienced that it is sometimes very hard to gain qualitative results, because it often turned out to be impossible to create a sufficiently working prototype in the early stages of a project. I learned to be very creative in finding ways to involve the end user actively, and to reiterate on the results.


Integrating technology in my work has always had a big priority during my bachelor. During my first year I mainly focused on graphic design, web design and simple electronics. I have used my expertise on graphic design to design many posters for events, and two books with approximately 500 pages each. I have always committed myself to design and build a completely new showcase for every semester. This has really helped me to visualize my growth and improve my skills in web design.

During my second year I experimented a lot with electronics and coding. I also worked a lot on my digital modeling skills, and I experimented with 3D printing. During my B3.1 semester I was able to combine everything that I learned into a fully working product. I designed a digital model and had that printed with two different 3D printers to get the right material characteristics. I also made my own sensors, circuitry and software to gather all the data. This project clearly shows the broad development I have gone through regarding this competency. During my internship I benefitted a lot from this. the knowledge I gathered provides me with an excellent basis, and allowed me to work on very ambitious projects like the Vitreq 3D animation. I have become a very inventive person with a lot of technical knowledge by constantly challenging myself in learning new things.


Developing this competency has never been a direct goal for me. As a designer I want to be able to create anything I imagine myself. This has often been the motivation to work on this competency. I am really interested in the way that ‘Big data’ will impact our society in the future. I like to approach these subjects from a conceptual perspective. I have developed an in depth insight on how complex algorithms and artificial intelligence can transform society as we know it. My B2.1 project was focused on gathering subconscious data for marketing purposes. I was eventually able to extract qualitative subconscious data from the minds of users. I saw a lot of potential in this idea, so I have tried to get a patent on this concept. A year later I read that google had patented a similar idea to implement in the google glass using a technique based on eye movements.

In my B3.1 project I have used data in combination with 3D printing technology as a means to make ultra-personalized running shoes. I used coding to record data on walking cycles and translate that data to a blueprint for personalized insoles. During My internship I started my own company in computer animations. Animation combines a lot of disciplines like 3D modelling, graphic design and form & senses. I gained knowledge on emerging technologies like virtual reality, and augmented reality. I experienced a substantial growth in my knowledge about computing while working for my company.


I have made the most significant growth within this competency during my B2.2 semester, my B3.1 semester and my internship. In my B2.2 I focused on possibly the next step in marketing. Personal information is becoming a very important asset for companies. I focused my project on gathering subconscious data of consumers. I had to define how a business process could be implemented for this new kind of data. I challenged myself to create a probable scenario in which it is interesting for the consumer to share this data. I believe that the biggest strength of my B3.1 project is the business model I have designed. I don’t think that I have used ground breaking technology, but the way I put all aspects together into a business model create the potential of my concept. At the final exhibition I have tried to communicate this strength as clear as possible, by letting people experience the actual cycle of actions in order to get their own personalized running shoes. I based my business model on values coming from the running community, resulting in a very simple, yet effective business model. During my internship I have worked for many different companies, which allowed me to develop a good awareness of business processes. My internship company, 0to9, does also focus on the internal communication of companies. I have worked on a big internal communication project for Ziggo, which has been very informative for me. I feel like my internship has really filled the gap I experienced between my study and the real world.
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