MBS @ HYVE – the innovation company: Human-Centric Design Excursion


On the initiative of MBS Professor Dr. Alexander Hahn, the students of the “Innovation & Digital Business” course visited the Munich-based headquarters of HYVE – the innovation company.

Simon Bock, Head of Innovation Consulting, welcomed the group. He provided an intro to human-centric design by showing some cases from industries such as automotive, ICT and insurance.

Changing levels of the HYVE building, the students then experienced an immersive virtual reality workout machine, the ICAROS. After a short lunch break with wraps and sandwiches, four groups of MBS students presented their intermediate results of the business projects that they are currently doing for Munich-based startups and corporations. They received feedback from five HYVE UX prototyping and research experts on their research as well as testing strategy and methods.

Finally, the student teams pitched the solutions to a Harvard business case, focusing on the NIVEA Black & White deodorant innovation. After the student teams had pitched and received group-based feedback, one of the case authors and Managing Director of HYVE, Dr. Volker Bilgram, provided some insights into how the project was conducted and finalized at Beiersdorf.

Overall, the students and the HYVE team members very much liked the event and are looking forward to keep in touch!