Design is the Problem

Nathan Shedroff OCAD November 2009 www.nathan.com/thoughts

Designer vs. Used Car Salesman

Designers create Ugly

Design is the Solution

DESIGN

SUSTAINABILITY

BUSINESS

DESIGN

SUSTAINABILITY

BUSINESS

DESIGN

SUSTAINABILITY

SERVICES

SYSTEMS

BUSINESS

Whats a more sustainable world look like?

In a stable economy, sustainability is the competitive advantage strategy. In a down economy, sustainability is the turnaround strategy. In a collapse, sustainability is a survival strategy.
Hunter Lovins, 2009

Whats a more sustainable world look like?

Whats a more sustainable world look like?

Whats a more sustainable world look like?

Whats a more sustainable world look like?

Whats a more sustainable world look like?

Whats a more meaningful world look like?

Whats a more meaningful world look like?

Whats a more meaningful world look like?

Whats a post-consumer world look like?

Whats a post-consumer world look like?

Whats a post-consumer world look like?

Whats a post-consumer world look like?

We dont know.

We dont know. We need to.

We dont know. We need to. Thats what design is for.

Theres no such thing as sustainable design.

Theres is such a thing as more sustainable design.

What is sustainable design?

Design and development that meets todays needs without preventing those needs from being met by future generations.
modication from the Brundtland Commission, 1987

What is sustainable design?

Dont design things today that make tomorrow worse.

What is sustainable design?

Dont design things today that make tomorrow worse. ...for your kids

What is sustainable design?

Dont design things today that make tomorrow worse. ...for your grand kids

What is sustainability?

FINANCIAL SOCIAL ECOLOGICAL

What is sustainability?

FINANCIAL CAPITAL SOCIAL (OR HUMAN) CAPITAL ECOLOGICAL (OR NATURAL) CAPITAL

What is sustainability?

FINANCIAL CULTURAL SOCIAL ECOLOGICAL

What is sustainability?

FINANCIAL HUMAN INSTITUTIONAL BUILT MANUFACTURED TECHNICAL KNOWLEDGE SOCIAL ECOLOGICAL

Dont call it Green

FINANCIAL? SOCIAL? ECOLOGICAL

DESIGN

BUSINESS

SUSTAINABILITY Principles: Systems Thinking Multidisciplinary Teamwork Service to Users/Customers Multi-stakeholder Engagement

DESIGN

SUSTAINABILITY Principles: Systems Thinking Diversity = Resiliency

BUSINESS

DESIGN

BUSINESS

SUSTAINABILITY Principles: Systems Thinking Diversity = Resiliency Centralization & Decentralization

DESIGN

BUSINESS

SUSTAINABILITY Principles: Systems Thinking Diversity = Resiliency Centralization & Decentralization Competition & Cooperation

DESIGN

BUSINESS

SUSTAINABILITY Principles: Systems Thinking Diversity = Resiliency Centralization & Decentralization Competition & Cooperation Economic, Social, & Financial Vitality Balance

DESIGN

SUSTAINABILITY Principles Frameworks: Natural Capitalism The Natural Step Cradle to Cradle

BUSINESS

DESIGN

SUSTAINABILITY Framework: Natural Capitalism (eco-efciency)

BUSINESS

MANUFACTURED CAPITAL FINANCIAL CAPITAL

USE

HUMAN CAPITAL NATURAL CAPITAL

MANUF.

DISPOSAL

DESIGN

SUSTAINABILITY Framework: Natural Capitalism (eco-efciency)

BUSINESS

Radical Resource Productivity: Buy time using resources radically more productively Ecological Redesign: Make use of Biomimicry Service & Flow Economies: Redesign all products and processes for sustainability Investing in Natural Capital: Restore Ecosystem Services Whole Systems Thinking

DESIGN

SUSTAINABILITY Framework: The Natural Step

BUSINESS

FINANCIAL IMPACTS SOCIAL IMPACTS ENVIRONMENTAL IMPACTS

DESIGN

SUSTAINABILITY Framework: The Natural Step

BUSINESS

System Condition #1: Substances from the Earths crust shouldnt accumulate in the environment System Condition #2: Substances produced by society should not increase in the biosphere System Condition #3: We must preserve the productivity and biodiversity of the ecosystem System Condition #4: Resources should be used fairly and efciently to meet human needs.

DESIGN

SUSTAINABILITY Framework: Cradle to Cradle (eco-effectiveness)

BUSINESS

TECHNICAL NUTRIENTS FINANCIAL IMPACTS

USE

SOCIAL IMPACTS ENVIRONMENTAL NUTRIENTS

MANUF.

DISPOSAL

DESIGN

SUSTAINABILITY Framework: Cradle to Cradle (eco-effectiveness)

BUSINESS

Concept & term coined by William Stahel and Popularized by McDonough & Braungart Eliminate hazardous materials Consider the entire lifecycle Materials should be upcyclable Less Bad does not equal Good!

DESIGN

SUSTAINABILITY Principles Frameworks

BUSINESS

Tools:
LCA (Life Cycle Assessment) Total Beauty Biomimicry SROI Sustainability Helix Blended Value Integrated Bottom Line LASER Manual Footprint Calculators (water, carbon, etc.) Stakeholder Analysis

ISO 50001 SOS (Blackburn) Wheel of Change City Climate Protectio Manual Metrics (GDP, GPI, G GRI, SRI) LEED FASB redenition of P SCORE Factor 4 and Factor 1 SHINGO

DESIGN

SUSTAINABILITY Tools:
LCA

BUSINESS

DESIGN

SUSTAINABILITY Tools:
Biomimicry
Evaluate your design against Lifes principles
Can your design adapt and evolve? Does your design create conditions conducive to Life? How can you improve your design?

BUSINESS

Distill the design function

Dont ask What do you want to design? Instead, ask What do you want your design to do? Keep asking Why do you want your design to do that?

Emulate Natures strategies

Translate to biology

Brainstorm multiple solutions Refer back to the Discover phase and consider chimera designs Consult with biological experts Go back to your model and explore more strategies

Identify the functions Ask How does Nature do that function? Reframe the questions Define habitat conditions that reflect design parameters Translate Lifes Principles into design parameters

Discover natural models

Go outside Consider both literal and metaphorical models Comb the literature Brainstorm with biologists Create a taxonomy of Lifes strategies

DESIGN

SUSTAINABILITY Tools:
Sustainability Helix (natcapsolutions.org)

BUSINESS

Governance and Management Operations and Facilities Design and Process Innovation

Stakeholders & Communities

Human Resources and Corporate Culture Marketing and Communications Partnerships and Stakeholder Engagement

High degree of organizational alignment

Stage 0: Unsustainable Business as Usual

Stage 1: Exploration

Stage 2: Experimentation

Stage 3: Leadership

Stage 4: Restoration

DESIGN

BUSINESS

SUSTAINABILITY Principles Frameworks Tools Design Strategies:

REDUCE Design for Use (Usability & Meaning) Dematerialization (Materials, Energy & Transportation) Substitution (Materials & Energy) Localization Transmaterialization Informationalization REUSE Design for Durability Design for Reuse RECYCLE Design for Disassembly Close the Loop Design for Effectiveness RESTORE Design for Systems

DESIGN

SUSTAINABILITY Design Strategy: Design for Use (Usability, Accessibility, & Meaning)
BUSINESS

MEANING VALUES EMOTIONS PRICE FEATURES

DESIGN

SUSTAINABILITY Design Strategy: Dematerialization (Materials, Energy, & Transportation)

BUSINESS

DESIGN

SUSTAINABILITY Design Strategy: Dematerialization (Materials, Energy, & Transportation)

BUSINESS

DESIGN

SUSTAINABILITY Design Strategy: Dematerialization (Materials, Energy, & Transportation)

BUSINESS

Alarm Clock

DESIGN

SUSTAINABILITY Design Strategy: Substitution (Materials, Energy, & Transportation)

BUSINESS

Less expensive, less toxic, and more sustainable: Raw materials Components Energy sources

Mirra chair, Herman Miller

DESIGN

SUSTAINABILITY Design Strategy: Localization (Materials, Energy, & Transportation)

BUSINESS

Sealed cans are inserted into cardboard cartons made of forest pulp from British Columbia

Each ton of Aluminum Oxide is smelted into 1/4 ton of aluminum in Sweden or Norway.

Lovins, et al.

Phosphorus is excavated from open-pit mines in Idaho.

Cans are created in roller mills in Sweden or Germany. The Sugar might come from beet elds in France. Cartons of cans are shipped to warehouses and supermarkets 84% of which are discarded after use. Aluminum sheets are punched and formed into cans, washed, dried, painted, lacquered, anged, sprayed with protective coating and inspected. Ore takes a month to travel to the renery.

The Caffeine might come from a chemical manufacturer A ton of mined Bauxite turns into half a ton of aluminum oxide.

DESIGN

SUSTAINABILITY Design Strategy: Transmaterialization (Products into Services)

BUSINESS

Zip Cars

DESIGN

SUSTAINABILITY Design Strategy: Transmaterialization (Products into Services)

BUSINESS

Interface FLOR carpet

DESIGN

SUSTAINABILITY Design Strategy: Informationalization (atoms into bits)

BUSINESS

iTunes Music Store

DESIGN

SUSTAINABILITY Design Strategy: Informationalization

BUSINESS

Open Architecture Network, Architecture for Humanity

DESIGN

SUSTAINABILITY Design Strategy: Design for Durability

BUSINESS

Dyson vacuum

Higher quality/longer lasting Servicable/Repairable Upgradable Component service Rental system (components and/or offering)

DESIGN

SUSTAINABILITY Design Strategy: Design for Reuse (unintended)

BUSINESS

Artecnica tranSglass vases

DESIGN

BUSINESS

SUSTAINABILITY Design Strategy: Design for Reuse (intended) (Reuse of Materials, Energy, Components, and Functions)

Maille condiment jars

DESIGN

SUSTAINABILITY Design Strategy: Design for Disassembly

BUSINESS

Product redesign Labeled components Easily separated materials and parts Uni-material components (no separation needed)

Rickshaw Zero bag

DESIGN

SUSTAINABILITY Design Strategy: Design for Disassembly

BUSINESS

From Eric Masanet, UC Berkeley

Use materials identication labels Avoid permanently attached, dissimilar materials Design for ease of disassembly (snap ts vs. screws) Use only one polymer type per product Use only one polymer-color combination per product If necessary, use compatible combinations of polymers Avoid paints and lacquers Avoid labels or use compatible labels Choose high-value plastics Avoid density overlaps between different polymers

DESIGN

SUSTAINABILITY Design Strategy: Close the Loop (lifecycle solutions)

BUSINESS
Combustible Waste Compost Misc. Waste Liquid Fertilizer Crude Oil

Noveren I/S
Glass, Metal, & Paper for Recycling Misc. Waste

Lake Tiss

Water

Statoil A/S Refinery Sulfur

Fuel Gas

Kemira

Aalborg Portland A/S & Road Paving

Steam

Fly Ash

Kalundborg, Denmark

Bioteknisk Nordrens Solirem A/S

City of Kalundborg Sludge

ASNS Power Station

Condensate

BPB GYPROC A/S

Gypsum

Treated Water Steam

Treated Water Treated Water

Sea Water

Novozymes A/S

Novo Nordisk A/S

Sludge

Fish Farms
Fish Waste

Fertilizer

Coal

Yeast Slurry

DESIGN

SUSTAINABILITY Design Strategy: Design for Effectiveness

BUSINESS

Process redesign Take-back programs Integration into all aspects of business strategy

Rickshaw Bags

DESIGN

SUSTAINABILITY Design Strategy: Design for Systems (system solutions)

BUSINESS

Curitiba, Brazil

DESIGN

SUSTAINABILITY Design Strategy: Design for Systems (system solutions)

BUSINESS

DESIGN

SUSTAINABILITY Design Strategy: Restoration

BUSINESS

Alpine pennycress (Thalaspi caerulescens) Accumulates cadmium and zinc

DESIGN

SUSTAINABILITY Summary/Checklist:
1. Provide More (value, meaning, performance) for Less (materials and energy) 2. Focus on Efciency and Health 3. Use & Promote Local energy, resources, and labor 4. Dont use (American) PVC 5. Design solutions to be savored 6. Dont spend more declaring your results than the value they provide

BUSINESS

Next steps:

SUSTAINABILITY

BUSINESS

DESIGN Principles: Systems Thinking User-Centered focus User/Design Research Experience Model Meaning Model

SUSTAINABILITY

DESIGN
SIGNIFICANCE DURATION

BUSINESS

TRIGGERS

EXPERIENCE

BREADTH

INTENSITY

INTERACTION

SUSTAINABILITY

DESIGN
SIGNIFICANCE DURATION

BUSINESS

MEANING VALUES EMOTIONS PRICE FEATURES

INTENSITY

INTERACTION

SUSTAINABILITY

DESIGN

BUSINESS

MEANING VALUES EMOTIONS PRICE FEATURES

SUSTAINABILITY

DESIGN Principles Tools:

BUSINESS

Deep Dive Prototyping Iteration Need Finding Ethnographic Techniques Critique

DESIGN

SUSTAINABILITY

BUSINESS Principles: Systems Thinking Multidisciplinary Teamwork Service to Users/Customers Multi-stakeholder Engagement Service Culture (throughout org)

DESIGN

SUSTAINABILITY

BUSINESS Principles Tools:

Total Quality Management Six Sigma Stage Gate SWOT Doblin Value Model Metrics: ROI, NPV, IRR, GNP, etc.

TOOLS FRAMEWORKS PRINCIPLES

Voting Policy Bills Democracy Regulation Propoganda Socialism Totalitarianism Social Contract

Systems Thinking Customer-centered Experience & Meaning Multidisciplinary Teamwork Market Capitalism Service-centered Porter Multi-stakeholder Engagement Value Chain Free Market Natural Capitalism ROI, NPV/IRR, The Natural Step GDP, SWOT, Stage Gate Cradle to Cradle Market Research Holistic Management Doblin Value Model Sustainability Helix Positioning Resource Funnel Segmentation Biomimicry Spiral ... LCA, etc. Dematerialization, Localization, Substitution, Design for Disassembly, Design for Systems, etc.

User/Design Research Experience Model Meaning Model Prototyping Critique Iteration Experience Testing ...

SUSTAINABILITY

DE SIG

V GO

NT E M RN

STRATEGIES
NG Os SIN BU ES S

Thank you www.nathan.com/thoughts