future centered design
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Future Centered DesignDesigning for Sustainable BusinessJanaki Kumar, Design and Co-Innovation Center, SAP LabsMay 2013Stanford University, d.school
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Enterprise Software Applications vendor
100 Kglobal customers
15 billionrevenue
45 Kemployees worldwide
65% of global GDP flows through SAP systems
About SAP
Sustainability is more than environmentalism
Sustainability is meeting the needs of the present without compromising the ability of future generations to meet their own needs
Brundtland, 1987
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Business are starting to pay attention to Sustainability
Population growth accelerates consumption
9 billionpeople by 2050
1 billionmore in the middle class
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Key trends and motivators
Accelerated consumption drives price volatility
50%more energy needed by 2030
40%increased price volatility compared to the 90s
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Key trends and motivators
Brand risk rises as the world gets more unwired and connected
66%own a cell phone
500 millionuse Facebook
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Key trends and motivators
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Authorities and your best customers want your compliance
1000sof new legal and supply chain requirements every year
Key trends and motivators
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Resources
RegulationReputation
Business Case for Sustainability
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Challenges
Change takes time
Missing informationfor decision making – triple bottom line
Low visibilityinto operations of the global supply chain
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What does all this impact designers?
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Future Centered Design
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Rethink Process
Rethink Materials
Rethink Product life cycle
Rethink Customer
Experience
Future Centered Design
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Rethink Process
Rethink Materials
Rethink Product life cycle
Rethink Customer
Experience
Future Centered Design
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Rethink Process
UCD required but not sufficient
Effectiveness,Efficiency,Satisfaction and Sustainability?
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Rethink Process
Rethink Materials
Rethink Product life cycle
Rethink Customer
Experience
Future Centered Design
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Rethink Materials
45,000,000children’s products recalled in 231 the US in 2007
Packagingaccounts for a significant portion of energy cost
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Rethink Process
Rethink Materials
Rethink Product life cycle
Rethink Customer
Experience
Future Centered Design
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Rethink Product Lifecycle
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Rethink Process
Rethink Materials
Rethink Product life cycle
Rethink Customer
Experience
Future Centered Design
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Rethink Consumer Experience
If financial,social andenvironmentalimpact of purchases were made visible to consumers, will it alter their buying decisions?
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Rethink Consumer Experience
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Rethink Process
Rethink Materials
Rethink Product life cycle
Rethink Customer
Experience
Future Centered Design
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SummarySustainability is now business relevant
Designing for Sustainability takes a mind shift
To be successful, designers need to:
... Rethink process
... Rethink materials
... Rethink product lifecycle
…Rethink consumer experience
Thank you!
Janaki Kumar | [email protected] | @janakikumar
www.SAPSustainabilityReport.com
SAP User Experience Locations
Palo Alto,USA
Ra‘anana,Israel
Bangalore,India
Walldorf & Rot,Germany
Sofia,Bulgaria
Paris,France
Vancouver, Canada
São Leopoldo,Brazil
Shanghai, China
Gurguon,India
Boston,USA
CEO Climate Policy Recommendations to G8 LeadersJune 2008
“The ICT (Information and Communications Technology) industry is responsible for 2% of global CO2 emissions. ICT solutions have the potential to be an Enabler to reduce 30-50% of the 98% CO2 emitted by non-ICT industries.”
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The Business Case for Sustainability
■ Cost and risk of compliance
■ Customer & legal requirements
►OperationalRisk Mgmt
RiskReduction
■ Cost reductionthrough process efficiencies
■ Supply chain collaboration
►Energy and Environmental Resource Mgmt
ResourceProductivity
■ Competitiveness■ New markets■ Brand value■ Customer Loyalty
►Sustainable Supply Chain and Products
SustainableConsumption
■ Sustain the business model
■ Employability■ Health & diversity■ Higher market cap
►Sustainability Reporting and Analytics
SustainableStrategy
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SAP Solution for Operational Risk ManagementGo beyond compliance to protect people and operations, prevent accidents,and boost productivity.
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RiskReduction
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SAP Solutions for Energy & Environmental ResourcesEnergy Mgmt for Manufacturing: Real-time visibility into plant energy consumption
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ResourceProductivity
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RiskReductionSustainable
Consumption
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SAP Solutions for Sustainable Supply Chainsand Sustainable ProductsMore competitiveness and reduced risk through Sustainable Sourcing, Procurement and Supplier Management
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SustainableStrategyStreamline reporting. Focus on execution of your strategy.
For regulated and non-regulated industries.
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SAP Solutions for SustainabilityReporting and Analytics
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Sustainability Customers
CarbonImpact
Energy & Env. Resource Mgmt.
People Health& Safety
ProductSafety
SustainabilityPerformanceManagement