1.2 evolution of sustainability within design vezzoli 11-12 (44)

Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy

carlo vezzolipolitecnico di milano . INDACO dpt. . DIS . School of Design . Italy

Learning Network on Sustainability

course System Design for Sustainabilitysubject 1. Sustainable development and design: the reference framework

learning resource 1.2

Evolution of sustainability within design


CONTENTS . increasing role of design (for sustainability). evolution of sustainability within design . low environmental impact materials/energies . product life cycle design/ecodesign . (Product-Service) system design for eco-efficiency . design for social equity and cohesion. design for sustainability: state of the art. a “pluralism of aesthetics” for sustainability


intervening after processes’ damages

intervening on processes

intervening on products and services

intervening consumption patterns (SCP)

APPROACHES TO SUSTAINABILITY

INCREASING (POTENTIAL) ROLE FOR DESIGN

TIM

E

-

+


> responsibility for:the “technical” definition of the solutionsthe “attractiveness” of solutions

INCREASING (POTENTIAL) ROLE OF DESIGN

emphasis on prevention emphasis on socio-cultural dimension


DESIGN FOR SUSTAINABILITY:IS A DESIGN PRACTICE, EDUCATION AND RESEARCH THAT, IN ONE WAY OR ANOTHER, CONTRIBUTES TO SUSTAINABLE DEVELOPMENT


WHAT DO THE DESIGN COMMUNITY (IN GENERAL) KNOWS OF DESIGN FOR SUSTAINABILITY?


cardboard seat

HOW MANY (IN THE DESIGN COMMUNITY) WOULD THINK IT IS WITH A LOW ENVIRONMENTAL IMPACT?


Savonarola seat

walnut-wood, so far500 years life span

MADE WITHOUT ANYCONCERN FOR THE ENVIRONMENT, BUT …


=

time/function

……………………………………………………………..

+ + + + + + +…

+ + + + + + +…


Chadwick , Stumpf Aeron, Herman Miller

seat steel and plastics,12 years warrantyevenin use commodatum

DESIGNED TODAY WITH ARIGHT CONCERN FOR THE ENVIRONMENT


pen, biodegradable material(from corn starch)

HOW MANY (IN THE DESIGN COMMUNITY) WOULD THINK IT IS WITH A LOW ENVIRONMENTAL IMPACT?


Pen,MONTBLANC

DESIGNED WITHOUT ANYCONCERN FOR THE ENVIRONMENT, BUT …


=

…………………………………………………………….............

time/function

+ + + + + + +…

+ + + + + + +…


“Natural” materials

Asbestos (amianto) is a natural material!(and one of the most cancerogenic!)

HOW MANY (IN THE DESIGN COMMUNITY) WOULD THINK THEY ARE ALWAYS WITH A LOW ENVIRONMENTAL IMPACT?


“njatural” materials

“natural” materials

how many persons within the design community would evalaute correctly the environmantal sustaianbility? ??HOW MANY COULD CORRECTLY DESIGN FOR SUSTAINABILITY (AND TEACH IT)?


... TODAY FEW WHTIN THE DESIGN COMMUNITY ARE “EQUIPPED” WITH A SOLID KNOWLEDGE-BASE AND KNOW-HOW (METHODS AND TOOLS) ON DESIGN FOR SUSTAINABILITY

… TODAY THE DESIGN COMMUNITY (AS A WHOLE) IS STILL MORE PART OF THE PROBLEM THEN PART OF THE SOLUTION!

THE TRUTH IS …


low impactmat./energies

design for social equity and

cohesion

system design for eco-efficiency

Product Life Cycle Design

ecodesign

widening the “o

bject” to

be designed

EVOLUTION OF THE (POTENTIAL) ROLE OF DESIGN FOR SUSTAINABILITY: (in industrially mature contexts)


1. LOW ENVIRONMENTAL IMPACT MATERIALS/ENERGIES

. NON-TOXIC

. “NATURAL”

. RECYCLABLE

. RENEWABLE

. BIO-DEGRADABLE


2. PRODUCT LIFE CYCLE DESIGN (ECODESIGN)

an extended design horizon

from product design

to the design of the product LIFE CYCLE stages

the design “reference”

from product designto product’s “FUNCTION” design


“the design of the product life cycle stages that, while considering all requirements, aims at minimising the environmental impact of the whole of the life cycle phases in relation to the functional unit”

(Vezzoli & Manzini, Springer, London, 2008)

2. PRODUCT LYFE CYCLE DESIGN: DEFINITION (ECODESIGN)


several have been developed for product life cycle design(according to ISO/TR 14062:2002 Environmental management - Integrating environmental aspects into product design and development)

METHODS/TOOLS

…

UNEP-TUD (D4S) POLIMI-DIS (MPDS)


PROMOTE (EVEN) SUSTAINABLE SYSTEM INNOVATION

… BUT SUSTAINABILITY ASK FOR A RADICAL CHANGE

RADICAL INNOVATIONS (DISCONTINUITY)


3. (PRDUCT-SERVICE) SYSTEM DESIGN FOR ECO-EFFICENCY


DEFINITIONS OF PRODUCTS-SERVICES SYSTEMS autors (country)

year definition

Goedkoop, van Halen, te Riele, Rommens (The Netherland)

1999 a Product Service System (or combination of products and services) is a set of marketable products and services jointly capable of fulfilling a need for a client. [...] The PSS may lead to a benefit for environmment in connection with the creation of a (new) business

Mont (Sweeden) 2001 PSS is a system of products, services, networks of actors and supporting infrastructure that continuously seeks to be competitive, satisfy customer needs and have a lower impact of traditional business models

UNEP- Manzini, Vezzoli (world-wide)

2002 result of an innovative strategy that shifts the center of the business design and sale of products only (physical) systems offer products and services that are jointly capable of satisfying a given application

Brandsotter (Austria)

2003 PSS is a product of material and intangible services designed and combined so that both jointly are able to satisfy a specific need of a user. In addition a PSS may reach sustainability targets

UE, MEPPS (AA. VV.)

2005 result of an innovation strategy focused on the design and sale of a system of products and services that are jointly capable of fulfilling a specific customer demand

(Cranfield) Evans et al. (UK)

2007 PSS is an integrated offering of a product and a service that provides a value. When using a PSS offers the opportunity to decouple economic success from material consumption and thus reduce the environmental impact of economic activity

UNEP-Tischner, Vezzoli (world-wide)

2009 system of products and services (and infrastructure), jointly cope with the needs and demands of customers in a more efficient and better value for both businesses and customers, compared to only offer products [...].PSS can decouple the creation of value from the consumption of materials and energy and thus significantly reduce the environmental impact in the life cycle of traditional systems of product

EU-asia link, LeNS (AA. VV.)

2010 an offer model providing the integrated mix of products and services that are together able to fulfil a particular demand of (customer) “satisfaction”, based on innovative interactions between the stakeholders of the value production system (satisfaction system), where the economic and competitive interest of the providers continuously seek after environmentally beneficial new solutions


“designing and providing a system of products and services (and related infrastructure) which are jointly capable of fulfilling client needs or demands more efficiently and with higher value for both companies and customers than purely product based solutions. […] PSS could decouple the creation of value from consumption of materials and energy and thus significantly reduce the life-cycle environmental load of current product systems.”

[UNEP, Tischner, Vezzoli, 2009]

PRODUCT-SERVICE SYSTEM: A DEFINITION

free pdf: http://www.d4s-sbs.org/


AN EXAMPLE OFECO-EFFICENT SYSTEM INNOVATION


SYSTEM INNOVATION MAIN CHARACTERISTIC

ROOTED IN A SATISFACTION-BASED ECONOMIC MODELeach offer is developed/designed and delivered in relation to a particular customer “satisfaction” (unit of satisfaction)

STAKEHOLDER INTERACTIONS-BASED INNOVATION radical innovations, not so much as technological ones, as new interactions/partnerships between the stakeholders of a particular satisfaction production chain (life cycle/s)

INTRINSIC ECO-EFFICIENCY POTENTIALinnovations that could lead up to new economic interest convergences between the stakeholders, characterized by an intrinsic eco-efficiency


SYSTEM DESIGN FOR ECO-EFFICIENCY:A DEFINITION

“the design of an eco-efficient system of products and services that are together able to fulfil a particular customer demand (deliver a “unit of satisfaction”), based on the design of the interactions of the stakeholders directly and indirectly linked to that “satisfaction” system. [Vezzoli, 2010]


A. “SATISFACTION-SYSTEM” APPROACH design the satisfaction of a particular demand

(satisfaction unit) and the mix of product and services

B. “STAKEHOLDER CONFIGURATION” APPROACH design the interactions of the stakeholder of a

particular satisfaction-system

C. “SYSTEM ECO-EFFICIENCY” APPROACHdesign the interactions of the stakeholder (offer model) leading them for economic-competitive reasons towards the innovation reducing the environmental impact

SYSTEM DESIGN FOR ECO-EFFICIENCY: NEW APPROACHES/SKILLS


some methods/tools developed to orientate system design towards eco-efficent solutions:

[for such new skills] NEW METHODS/TOOLS

SusProNet, Network on sustainable PSS

development[see Tukker

&Tischner, 2006]

Design4SustainabilityStep by step

approach[see Tischner & Vezzoli, 2009]

HiCS, Highly Customerised

Solutions[see Manzini et

al. 2004]

MEPSS, MEthodology for Product Service

System development[see van Halen et al.

2005]

METH

OD

S

Storyboard

Offering diagramInteraction

table

SDO toolkit

System assessment

Solution elements

Blu

portfolio diagramT

OO

LSDESIG

N

Product-Service System Design for

Sustainability[see Vezzoli et al.,

tbp 2012]

Offering diagram

SDO toolkitStoryboard

Interaction table


where various forms of social inequality are directly addressed in the design process

4. DESIGN FOR SOCIAL EQUITY


MAIN APPROACHES OF DESIGN FOR SOCIAL EQUITY AND COHESION

. product design for low-income contexts and basics needs (design for BOP, etc.)

. system (stakeholder interaction) design joining eco-efficiency with social equity and cohesion

. … of lacally-based and network-structured enterprises/initiatives

. … of path for local autonomy


WORKING HYPOTHESIS: SYSTEM INNOVATION IS AN OPPORTUNITY EVEN FOR EMERGING AND LOW-INCOME CONTEXTS“a Product-Service System innovation may act as an eco-efficient business opportunity to facilitate the process of social-economical development in emerging and low-income contexts - by jumping over the stage characterised by individual consumption/ownership of mass produced goods - towards a “satisfaction-based”, low resource-intensity, distributed service-economy”

[UNEP, 2009 free http://www.d4s-sbs.org

LeNS book: “PSS design for Sustainability”, Greenleaf, 2011 (to be published)]


AN EXAMPLE OF SOCIO-ETHICAL + ENVIRONMENTAL SUSTAINABILE SYSTEM INNOVATIONS


SOLAR HOME KITS, BrasilTSSFA company offers to Brasilian rural people a solar home kits that include the hardware to generate solar energy, the installation service and products that use the electricity, e.g. lighting and electrical outlets. Customers sign a three-year service contract (all of the tangible inputs are owned by the provider).

environmentally sustainable because it uses the solar energy + socioethically sustainable because give to poor people access to useful services + it is economically sustainable because in a business for TSSFA company.


A. “SATISFACTION-SYSTEM” APPROACH design the satisfaction of a particular demand

(satisfaction unit) and all its related products and services

B. “STAKEHOLDER CONFIGURATION” APPROACH design the interactions of the stakeholder of a

particular satisfaction-system

C. “SYSTEM SUSTAINABILITY” APPROACHdesign such a stakeholder interactions (offer model) that continuously seek after both eco-efficient and socio-ethical new beneficial solutions

SYSTEM DESIGN FOR SUSTAINABILITY: NEW APPROACH AND SKILLS


few methods/tools developed to orientate design towards sustainable solutions:

[for such new skills] NEW METHODS/TOOLS

Design4SustainabilityStep by step approach[UNEP funded project]

MEPSS, MEthodology for Product Service

System development[EU funded project]

Storyboard

Offering diagram

Interaction table

Blu

portfolio diagram

METH

OD

TO

OLSD

ESIG

N

SDO toolkit

Product-Service System Design for

Sustainability[see Vezzoli et al.,

tbp 2012]

Offering diagram

SDO toolkitStoryboard

Interaction table

Design for Sustainability: A Practical Approach for Developing Economies[UNEP funded project]

worksheets


(educa

tion a

nd p

ract

ice)

DIS

SEM

INA

TIO

N

100%

100%

0new research frontier …



cohesion



ecodesign

widening the “o

bject” to be

designed

… aim at

SUSTAINABILITY IN DESIGN ROLE: STATE OF THE ART (in industrially mature contexts)

CONSOLIDATION(research achievements on knowledge-base and know-how)


(educa

tion a

nd p

ract

ice)

DIS

SEM

INA

TIO

N

100%

100%

0new research frontier …



cohesion



ecodesignwidening th

e “object”

to be designed

… aim at

CONSOLIDATION(research achievements on knowledge-base and know-how)

IN SYSTEM DESIGN FOR SUSTAINABILITY WE WILL SEE:


A NEW AESTHETICS FOR SUSTAINABILITY?.


… BUT SUSTAINABILITY REQUIRE A DIFFUSED (RADICAL) CHANGE

DIFFUSED INNOVATION

PROMOTE SUSTAINABLE (SYSTEM) INNOVATION FEASABLE AND “ATTRACTIVE”


A “PLURALISM OF AESTHETICS FOR SUSTAINABILITY” arise from the

sustainability’s (new) values that take the expressions in a multiplicity of forms

AN AESTHETIC FOR SUSTAINABILITY?

A “ICONIC-ENVIRONMENTALIST AESTHETIC”? a mass of “green-recycled-panda” products?

the aesthetic has a fundamental role!


AN NEW AESTHETIC FOR

PRODUCTS

as well as

SERVICES AND INTERACTIONS BETWEEN SOCIO-ECONOMIC STAKAHOLDERS


DESIGNER: A SOCIO-CULTURAL “INNOVATOR”?

A DESIGNER MAY …

… observe emerging/new types of demands (coherent with sustainability) and transforming them into products, services and systems

… A DESIGNER MAY …… induce new quality criteria (coherent with sustainability) throughout the offer of (more) attractive products, services and systems

1.2 evolution of sustainability within design vezzoli 11-12 (44)

Business

carlo vezzoli

industrially

design italy

low environmental

environmental

jointly capable

social equity

offer model