During the Business 3.0 project, several interviews with students, researchers, staff, faculty, alumni and stakeholders have been made. Based on these interviews, observations and previous profiling work by Kuudes Helsinki, motive-based user profiles have been created. These four profiles with their sub-groups indicate the importance of creating an on-campus experience that serves distinct needs and working modes. In the following section, we present the Interactors, Navigators, Combiners and Pillars of the new School of Business campus.

1. Interactor

Interactors value social capital above all else. Communication and collaboration skills are essential for building their valued social networks. They adopt an incredibly mobile approach to working via multiple channels and coworking spaces.

“The business school is about networking. We need a nice lobby, like a meeting center that engages people in communication.”

Hubs are meeting spaces. It’s where people inevitably rush to talk to others. You can feel the atmosphere there.”

Where to find them:

Open labs, Hubs, Living labs
Event spaces, Seminar halls
Coworking offices and Coffices
Project rooms
Cubicles as workstations

Types of interactors:


The start-up evangelists, collaborating with start-up hubs, communities and organizations.

 “The BIZ Laboratory could be a start-up company. It should be possible to have the address of the building as a postal address, but it would be taken away after a couple of years.” 

Determined/Ambitious networker

Influencing through businesses and organizations.

“Business is about networking, so the space should create an atmosphere that promotes meeting and talking to new people.”

Stockholm School of Business, Photograph: Leena Fredriksson

Innovative entrepreneurs

Thought leaders – the most influential young entrepreneurs.

“We should take internationality to the next level. Language skills are just a tool. For example, 100 % of students should go on exchange abroad, more professors should be international, and there should be lots more visitors to the campus.”

ATRIUM co-working space, CAMDEN by Barr Gazetas, Photograph: Philip Vile

2. Navigator

Navigators are the pioneers of the campus. They value new and challenging knowledge and that drives them to explore the plethora of courses, lectures and events provided by Aalto. As a result they understand the advantages of both team and individual working.

 “We need ‘bodystorm’ (not brainstorm) space – any kind of place where you can prototype something.”

“This spaces for networking should be extremely welcoming to force ‘shy’ researchers to approach businesses and start talking with them. Business is all about communication.”

Where to find them:

Coworking platforms
Project rooms
Coffices, creative cafes
Hoffices – home offices

Types of navigators:

Personal brand builder

Aalto “superstars”, recognizable and visible personas building their personal brand.

“Aalto BIZ has succeeded in luring really talented students.”


Enthusiastic opportunity seeker and free spirit.

“I like the experience when students teach each other, co-learning culture.”

Coworking Milano LOGIN* by COWO

3. Combiner

The combiners have many different roles or tasks to perform. As a result, they inhabit the full range of social and private spaces. Flexible spaces are the most useful to the Combiner. These are those that can be moulded into whatever they need next.

“Group work spaces for ideation and interviews.”

“A good café environment is conducive to many kinds of work. I like how, for example, the new incarnation of the Otaniemi central library turned out.”

Where to find them:

S-XL meeting rooms
Silent room, library
Project rooms
Sparring lounge
Seminar halls, events

Types of combiners:

New talent/Opinion leader

Influential and visionary future business leaders.

 “Meaningfulness: What will I become? Help students find their passion and increase their motivation to study.”

Rational/Efficient/Active worker

Efficient, rational and interaction-seeking workers.

I am used to getting my work done and performing to a high standard, even under a lot of pressure.”


Urban Deli Stockholm, Photograph: Tiina Toivola

4. Pillar

Pillars concentrate on drawing strength from themselves. They value the space to focus on a task – usually one thing at a time. As a result, Pillars typically exhibit habitual behavior, sticking to the environments they have the most control over.

 “Inviting individual workspaces where you can focus and work in a pleasant environment.”

“I need more open space with separation for individual and team learning. More personal space that can proclaim: ‘don’t bother me!’ I don’t like the long tables for individual work in the new Learning Center at Otaniemi because, when everybody sits around, I feel like I’m in a crowd.”

Where to find  them:

Confidential space, back office
Silent corner
Researcher’s chamber
Mentoring, supervising and sparring rooms
Home office

Types of pillars:


Quiet observer

Late adopter rather observing from a distance than rushing into group activities.

“Many Finns hope that they will be left alone. The space itself should enhance encounters with others.”

Independent worker

Quiet performer to whom independent work time is highly effective. 

 “A more casual library would be quite nice as an additional service. Not as fancy as the current learning center, but rather a place to hang out with a book on a sofa.”

Photograph: Krista Kärki