design to live ulm2-april5,2011

Design to Live:

Inclusive Design in the Majority World

Ricardo Gomes, Professor and Chair Design and Industry Department

[email protected]

Hochschule Ulm

University of Applied Sciences

April 5th, 2011

Design to Live:

Inclusive Design in the Majority World World

The Shapira Design Archive is a unique and rich body of

materials representing the thinking, events and objects of

20th century design. It contains well over 2060 known

design books, articles, files, documents, audio and video

footage dating from 1957–2008

Design to Live:


Early years of ICSID (1957–1977),

Tomas Maldonado, former Rector at

Hochschule fur Gestalalung,; work at the

University of Nairobi Design

Department (Selby Mvusi, 1959-1967),

the first established Design department

in sub‐Saharan Africa (1969 – 1971); and

a segment of graduate design seminar

curriculum and lectures conducted at

UCLA from 1965 – 1992.

ICSID

―Design is not a field of specialization, but an interdisciplinary

attitude which requires a total approach integrating

communication, structure and environment.”

Design to Live:


“Future Designers must concern themselves

with the Quality of Life and

not merely the decorative arts.”

Nathan Shapira

Design to Live:


University of NairobiEstablishment of the Design Department at the

University of Nairobi (Selby Mvusi, 1965-1970), the first

established Design department in sub‐Saharan Africa

Design to Live:


.

―95% of the world’s designers focus all of their efforts

on developing products and services exclusively for the

richest 10 % of the world’s customers. Nothing less than

a revolution in design is needed to reach

the other 90%‖

Source: Design for the Other 90%, Smithsonian Cooper-Hewitt

National Design Museum, New York 2007

Sustaining

Socially-Responsible Design

in Our Emerging Society:

Designing for a Majority World

"Design" can be a catalyst for

positive cultural change by:

―facilitating‖ collaboration in the exploration and creation

of better and more compelling business/product models

―enhancing and optimizing" technical and social innovation

―driving" policy, regulation and society's conventions

by demonstrating what is possible

© JPKusz, Ltd. 2007

The research addresses three topics that design

education, practice and community development must

encompass in order to facilitate the responsible

development of our future society

in the 21st Century:

(1) Design for the Majority

(1) Inclusive Design

(1) Sustainability

Design to Live: Inclusive Design in the Majority World

Design to Live:

Inclusive Design in the Majority

World

people

expressions

experiences

products

environments

services

media

brands

putting people first

HCD process

Presenter

Presentation Notes

Increasingly, by simultaneously addressing the needs for user desirability, technical feasibility, and business viability, we focus on identifying business concepts, not just ideas.

Sustaining responsible-design for

emerging markets can be described as:

markets that have reached a minimum level of GDP

markets that are in the growth phase of the development cycle

markets that are vulnerable to internal or external forces

examples of emerging markets:

• Brazil

• Russia

• India

• China

• South Africa

• Argentina

•Thailand

•Turkey

1. Focus on price performance Serving the BoP is not just

about lower prices

2. Hybrid solutions for innovation BoP consumer problems

cannot be solved with only the old technologies

3. Scalable and transportable solutions across countries,

cultures and languages. Design for ease of adaptation in similar

BoP markets is a key consideration for gaining scale.

4. Reducing resource intensity must be a critical principle in

product development. All innovations must focus on conserving

resources.

12 Principles of Innovation for Bottom of the Pyramid (BoP) Markets,

C.K. Prahalad

Prahalad identified 12 principles that constitute the building blocks of a philosophy of innovation for BoP markets

5. Product development must start from a deep

understanding of functionality, not just form. The

infrastructure BoP consumers have to live and work in

demands a rethinking of the functionality.

6. Build logistic and manufacturing infrastructure.

Process innovations are critical in BoP markets.

7. Deskilling work is critical. Take into account the skill

levels, poor infrastructure and difficulty of access.

8. Educate (semi-literate) customers in product usage.

Innovations in educating a semiliterate group of

the use of new products can pose interesting challenges.


C.K. Prahalad


9. Products must work in hostile environments. Like noise,

dust, unsanitary conditions, abuse, electric blackouts and water

pollution.

10. Function/ feature should result in adaptable user

interfaces to the heterogeneity of the consumer base. Research

on interfaces is critical.

11. Distribution methods should be designed to reach both

highly dispersed rural markets and highly dense urban markets.

Innovations must reach the consumer.

12. Focus on broad architecture. To enable quick and easy

incorporation of new features and functions.


C.K. Prahalad


Ray & Charles Eames

―The India Report‖ and the National Institute of Design


NID

India’s Industrial Policy Resolution of 1953, the

renowned design team of Charles and Ray Eames

were invited to India recommend a program of design

to serve as an aid to small industry.

As a result the Eames’ produced 'The India Report'

which became the blueprint for the formation of the

National Institute of Design in 1961 as an

autonomous national institution for research, service

and training in

Industrial Design and Visual Communication.

Design for the Flat World

The convergence of technology and the

hyper-connected world are forcing massive shifts in markets,

industries and wealth. We need to consider more

sophisticated issues even as we try to stay in close touch with

the lives of everyday people. Widespread data connectivity,

improved transportation and logistics, and fluctuating currencies

have meant that our work is decreasingly place based.

System Design

R. Buckminster Fuller‘s World Game® (1969, 1971) utilizes a

large-scale Dymaxion Map for displaying world resources, and allows

players to strategize solutions to global problems, matching human needs

with resources. His Inventory of World Resources, Human Trends and Needs

was created to serve as an information bank for the World Game.


Comprehensive Anticipatory Design Science ”…is the attempt to anticipate and solve humanity‘s

major problems through the highest technology by providing ―more and more life support for everybody,

with less and less resources.‖ Buckminster Fuller, 1949

Catalyzing the vanguard of a design science revolution

Design Science is a methodology for changing the world.

It involves the application of the principles and latest findings of science

to the creative design and implementation of solutions to

the problems of society.

It takes a whole systems, global, and anticipatory approach that

fosters creative collaboration and synergy in the development of

comprehensive solutions to both global and local problems.

It was inspired by the work of Buckminster Fuller and other planners,

scientists, and visionaries.

STRATEGIES FOR ACHIEVING THE

MILLENNIUM DEVELOPMENT GOALS

Source: DESIGN SCIENCE LAB 2006 NYC REPORT

STRATEGIES FOR ACHIEVING THE

MILLENNIUM DEVELOPMENT GOALS

Millennium Development Goal #2Achieve universal primary education and ensure that,

by 2015, children everywhere, boys and girls alike, will be able

to complete a full course of primary schooling.


PurposeThe purpose of the SIB is to provide universal

access to education for all 100+ million primary

aged children not in school. The distribution

of such a “quick fix” solution, while simultaneously

paying special attention to the educational needs

of girls and the community

SCHOOL-IN-A-BOX

curriculum


WI-FI FOR EDUCATION

Global Wi-Fi Costs5

There are a variety of technologies and associated costs for achieving universal

Internet access. Costs range from $500 per village6 to $1,000 per village to set up

a wi-fi infrastructure ($341 million to $638 million for all of India’s rural villages),

to $2,000 for a village-wide solar powered communications station.


The Hyper-Connected World

One Laptop (OLPC)

Meets Big Business

The big idea of giving PCs to

poor children has been challenged

by educators and business.

The Hyper-Connected World

Design for the Majority:

―The Other 90%”

.

Information Design

.

Information

Design:

Health Care

Delivery

.


―The Other 90%”

.

Technologies for Vaccine Delivery

in the 21st century

Courtesy of J. Lloyd

simplicity & efficiency of

Vaccine Delivery

.

Information

Design:

Health Care

Delivery

.


―The Other 90%”

.

Information

Design:

Health

Care

Delivery

.

Chulha: healthy indoor cooking

More than 1.6 million people are dying annually due to smoke

inhalation from indoor wood burning stoves ‗Philanthropy by Design‘

Philips Design program looks at promoting social empowerment through

knowledge sharing, creativity and co-design.


―The Other 90%”

.


―The Other 90%”

.

Courtesy of Vestergaard Frandsen S.A.

Designer: Vestrergaard Frandsen

(Used in Ghana, Nigeria, Pakistan, Uganda)


―The Other 90%”

.

“LifeStraw” Designer Vestrergaard Frandsen

(Used in Ghana, Nigeria, Pakistan, Uganda).




―The Other 90%”

.


HEALTH AND MOBILITY

Water Sanitation/Transportation

LifeStraw ® Personal and FamilyProject Criteria & Assessment:

1) INCOME-GENERATING- Vestergaard Frandsen has managed to turn

humanitarian responsibility into core business. Strong support of the

Millennium Development Goals, particularly reducing child mortality

and combating HIV/AIDS, malaria, and reducing the number of people

without access to safe drinking water, is a defining characteristic of our

company.

2) RETURN ON INVESTMENT–

3) AFFORDABILITY- LifeStraw® Personal and LifeStraw® Family are both

point-of-use water filters – truly unique offerings from Vestergaard Frandsen

that address the concerns for affordably obtaining safe drinking water at home

and outside.

4) ENERGY-EFFICIENCY- Requires no electrical power


―The Other 90%”

.

HEALTH AND MOBILITY



5) ERGONOMICS AND SAFETY-LifeStraw® Personal and LifeStraw® Family are both point-of-use water filters.

The Cochrane review (2006) demonstrates that water filters are the most effective

interventions amongst all point-of-use water treatment methods for reducing diarrhoeal

diseases. Kills and removes 99.999% of waterborne bacteria.

Kills and removes 99% of waterborne viruses.

Removes particles down to 15 microns.

6) PORTABILITY-LifeStraw® Personal is a portable water purifier for prevention of common diarrhoeal

disease – can be carried around for easy access to safe and clean drinking water.

7) EASE OF INSTALLATION AND USE-Place LifeStraw® in water and sip through the mouthpiece, product includes a string to

hang around the neck

8) STRENGTH AND DURABILITY- Requires no electrical power or spare parts for the life time

of the straw. Composition: Outer shell made of high impact polystyrene, life span is 3 years

when stored in shade and exposed to maximum 30º C. Filters a minimum of 700 litres of water


―The Other 90%”

.


HEALTH AND MOBILITY



9) DESIGN FOR AVAILABLE MANUFACTURING CAPACITY-

10) CULTURAL ACCEPTABILITY–

11) ENVIRONMENTAL SUSTAINABILITY—

12) IMPACT--referred to as 'One of the Ten Things that will Change the Way We Live´ by Forbes Magazine

-February 2008, receives the Saatchi & Saatchi Award for World Changing Ideas in New York.

13) GOVERNMENT IMPACT-

14) INCENTIVES FOR PARTICIPATION IN PROJECT-

15) EDUCATION- Use and trouble shooting instructions given with product. Other than that it is a

pretty straight forward product to use

16) DISTRIBUTION AND MAINTENANCE OF PRODUCT- Easy to mass-distribute in areas

where drinking water is contaminated


―The Other 90%”

.

Rockerfellor Foundation

IDEO

DESIGN FOR SOCIAL IMPACT:

how-to-guide

1> Social Impact

2> Benefit to the Firm

3> Investment Size

an integrative approach

cultural forces

market forces brand

company culture

CULTURE

INDIVIDUAL BEHAVIORS

LOOKING OUTin the world

LOOKING IN at the company

targets and extremes clients as people

IDEO


how-to-guide


Design Principles:

• PROVIDE VALUE

Demonstrate the Value

Cause Transformational Change

Mind the Gap

• BE FOCUSED

Stay on Target

Conserve Energy

• SET UP FOR SUCCESS

Train Appropriately

Optimize for Impact

Know the Players

Demand Skin in the Game

IDEO


how-to-guide


MODES OF ENGAGEMENT :

• Modify the Way You Work

• Educate Others

• Develop Networks

•Identify Funding Streams

• Modify Your Structure

IDEO


how-to-guide


MODES OF ENGAGEMENT :• Projects

concept incubation

sabbatical

catalogue of challenges

• Education

empathy field trips

design certification

intern hosting

publishing

• Networks

design competitions

•Funding

design industry fund

(1% models)

project financing


―The Other 90%”

.

―Q Drum‖ Designer: P.J & J.P.S. Hendrikse

Manufacturer: Kaymac Rotomoulders

(South Africa, Ethiopia, Kenya,)

Courtesy of P.J. Hendrikse

Courtesy of Ryan Duke

www.hipporoller.org

http://groups.google.com/group/hippo-roller-redesign

• Solutions built around carrying multiple 2L bottles.

• 2L bottles are readily available in the area.

• Easily purchased and because of the recycle value people

tend to purchase them in volume, for the money.

• In the rural areas people use them more for collecting water

San Francisco Chapter:

Hippo Roller Redesign

ExtraHippo: Bottles

Courtesy of Ryan DukeCourtesy of Ryan Duke

www.hipporoller.org


• Solutions built around carrying multiple jerry can-type

water containers that exist in the area.

• Design container prototypes as a model, but with the

ability to accommodate other “Jerry-Can” types as well.

• Jerry Cans are purchased second hand from $1-$5 USD

•Volume of the container is 25 liters

(the Hippo Roller holds 90L).



ExtraHippo: Bottles



ExtraHippo: Bottles

Courtesy of Ryan Duke

www.hipporoller.org


•Solutions for filtering & purifying water for Hippo Roller users

•Open water sources that are used by these people have

contaminents and debris.

•Develop easily implemented, small size, inexpensive solutions

for water treatment.

•Around 20%-40% of the Hippo Roller’s water is used for drinking,

the rest is used for cleaning, washing, and gardens


―The Other 90%”

.

―Super MoneyMaker Pump‖Designer: Robert Hyde, Martin Fisher, Mark Butcher, Abdilkadir Musa

Manufacturer: KickStart International

Used in: Angola, Burkina Faso, Burundi, Congo, Ethiopia, Gambia, Ghana,

Haiti, Kenya, Madagascar, Malawi, Mali,…..Courtesy of Kickstart International


―The Other 90%”

.

―Big Boda Load-Carrying Bicycle‖ Designer: WorldBike, Adam French

Manufacturer: WorldBike & Moses Odhiambo & Jacob

Used in: Kenya, Uganda,

Courtesy of Worldbike

South African Bureau of Standards

System Design

South African Bureau of Standards


―The Other 90%”

.

―Day Labor Station‖ Designer: Public Architecture

Courtesy of Public Architecture.


―The Other 90%”

.

―Katrina Furniture Project‖ Designer:/Manufactuer:

University of Texas &

Art Center College of Design,

Design Matters


―The Other 90%”

.

―Katrina Furniture Project‖Designer:/Manufacturor:

University of Texas &

Art Center College of Design,

Design Matters


―The Other 90%”

.

Designer:/Manufacturor:

University of Texas & Art Center

College of Design, Design MattersKatrina Furniture Project

(CPA)

Sao Paulo, Brazil

Sabbatical Research

Institutional/Government

Commisao Permanente de Acessibilidade

Ric

ard

o G

om

es

I San F

rancisco

Sta

te U

niv

ersity

Sabbatical Research

Institutional/Government

Commisao Permanente de Acessibilidade

Sabbatical Research

Institutional/Professional - NGO

Vida Brasil

Salvador, Bahia, Brazil

Public Environments

E.F. Schumacher, “Small is Beautiful‖

renowned author, economist-philosopher, called for a reassessment of

the role and status of design in society. Schumacher states:

“What is at stake is not economics, but culture;

not the standard of living, but the quality of life”

Community Partnerships

What is needed to make Inclusive Design work?

Implementation will require getting the institutional

arrangements right:

> give incentives for agencies to work with the poor,

> keep everyone informed and coordinate between

stakeholders

> define clearly the roles of the various agencies.

> keep upgrading going, sustainability concerns must

be a priority in financing, institutions, and regulations.

Community Environments


It is an inclusive skill development and

Mentoring approach that sustains the identity,

character and incentives which facilitate the

improvement of the community environment

For ALL.

Community Furniture/Toy Design & Production Facility

Monte Azul Favela (slum) Sao Paulo, Brazil


Delft University

(Netherlands)

Design

Exchange Students Monte Azul Favela

Sao Paulo, Brazil

design curriculum- issues

• understanding local consumer behavior

• identifying affordable technologies

• developing locally adaptive design strategies:

• easy to understand and use products

• design reliability

• lifestyle aspirations

• infrastructure appropriate concepts

Design Methodology:

Curriculum Development

Source: Dr. Elizabeth (Dori) Tunstall, Associate Professor, Design Anthropology, University of Illinois at Chicago

DAI 800: Seminar in Design

Ralf Hotchkiss,Whirlwind Wheelchair International

Dr. Shirl Buss, LSA Design

System Design

System Design

Whirlwind Wheelchair International

Courtesy of Prof. Martin Linder

iDo (Industrial Design Outreach Program)

Design Methodology:

Curriculum Development

International Student Design Competition

The ―Focus‖

Progressive Designers are beginning to respond

to the demographic, environmental and economic

realities of the 21st Century. Designers, educators

and students should be encouraged to work and

function outside of their "comfort zone" or sphere

of influence.

The overall objectives of the student design

competition was to advocate designers, educators,

students and policy-makers to address the evolution

of inclusive and sustainable design in diverse cultures

and economies-of-scale.

Universal Design International Student Competition R

ica

rdo

Go

me

sI S

an F

rancisco

Sta

te U

niv

ersity

How do we as Design Educators,

professionals and students move forward

in addressing the human-centered

process in creating empathy and

inspiring future designers quest in the

value of sensitive and inclusive solutions

in

Designing for a Majority World?

Summary Discussion

CreativityMake change compelling to all the customers:

Cost

Performance

Environmental attributes

(The environmental and the cultural story)

CollaborationWorking as a part of the system of disciplines not apart from them

Consensus“…the greatest good for the greatest number…”

Both Technical Innovation and Social Innovation

Sustaining Responsible Design Solutions through

Collaborative + Comprehensive Design Measures:


Summary Discussion

― We do not Design for Society,

or for that matter Design in order to Design Society.

We Design because Society and Ourselves are in fact Design.

We do not Design for Living. We Design to Live.‖

- Selby Mvusi 1963

Design to Live:


Design For Living: Inclusive Design in the Majority

World

Dankeschön!

design to live ulm2-april5,2011

Documents

chair design

objects of20th century

majority worldricardo

worlds designers

emerging society

development cyclemarkets

community development

nathan shapira