1.2 evolution of sustainability within design vezzoli 11-12 (44)
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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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
-
+
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
> responsibility for:the “technical” definition of the solutionsthe “attractiveness” of solutions
INCREASING (POTENTIAL) ROLE OF DESIGN
emphasis on prevention emphasis on socio-cultural dimension
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
DESIGN FOR SUSTAINABILITY:IS A DESIGN PRACTICE, EDUCATION AND RESEARCH THAT, IN ONE WAY OR ANOTHER, CONTRIBUTES TO SUSTAINABLE DEVELOPMENT
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
WHAT DO THE DESIGN COMMUNITY (IN GENERAL) KNOWS OF DESIGN FOR SUSTAINABILITY?
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
cardboard seat
HOW MANY (IN THE DESIGN COMMUNITY) WOULD THINK IT IS WITH A LOW ENVIRONMENTAL IMPACT?
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
Savonarola seat
walnut-wood, so far500 years life span
MADE WITHOUT ANYCONCERN FOR THE ENVIRONMENT, BUT …
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
=
time/function
……………………………………………………………..
+ + + + + + +…
+ + + + + + +…
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
Chadwick , Stumpf Aeron, Herman Miller
seat steel and plastics,12 years warrantyevenin use commodatum
DESIGNED TODAY WITH ARIGHT CONCERN FOR THE ENVIRONMENT
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
pen, biodegradable material(from corn starch)
HOW MANY (IN THE DESIGN COMMUNITY) WOULD THINK IT IS WITH A LOW ENVIRONMENTAL IMPACT?
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
Pen,MONTBLANC
DESIGNED WITHOUT ANYCONCERN FOR THE ENVIRONMENT, BUT …
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
=
…………………………………………………………….............
time/function
+ + + + + + +…
+ + + + + + +…
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
“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?
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
“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)?
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
... 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 …
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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)
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
1. LOW ENVIRONMENTAL IMPACT MATERIALS/ENERGIES
. NON-TOXIC
. “NATURAL”
. RECYCLABLE
. RENEWABLE
. BIO-DEGRADABLE
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
“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)
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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)
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
PROMOTE (EVEN) SUSTAINABLE SYSTEM INNOVATION
… BUT SUSTAINABILITY ASK FOR A RADICAL CHANGE
RADICAL INNOVATIONS (DISCONTINUITY)
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
3. (PRDUCT-SERVICE) SYSTEM DESIGN FOR ECO-EFFICENCY
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
“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/
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
AN EXAMPLE OFECO-EFFICENT SYSTEM INNOVATION
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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]
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
where various forms of social inequality are directly addressed in the design process
4. DESIGN FOR SOCIAL EQUITY
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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)]
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
AN EXAMPLE OF SOCIO-ETHICAL + ENVIRONMENTAL SUSTAINABILE SYSTEM INNOVATIONS
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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.
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
(educa
tion a
nd p
ract
ice)
DIS
SEM
INA
TIO
N
100%
100%
0new research frontier …
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
… aim at
SUSTAINABILITY IN DESIGN ROLE: STATE OF THE ART (in industrially mature contexts)
CONSOLIDATION(research achievements on knowledge-base and know-how)
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
(educa
tion a
nd p
ract
ice)
DIS
SEM
INA
TIO
N
100%
100%
0new research frontier …
low impactmat./energies
design for social equity and
cohesion
system design for eco-efficiency
Product Life Cycle Design
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:
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
A NEW AESTHETICS FOR SUSTAINABILITY?.
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
… BUT SUSTAINABILITY REQUIRE A DIFFUSED (RADICAL) CHANGE
DIFFUSED INNOVATION
PROMOTE SUSTAINABLE (SYSTEM) INNOVATION FEASABLE AND “ATTRACTIVE”
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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!
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
AN NEW AESTHETIC FOR
PRODUCTS
as well as
SERVICES AND INTERACTIONS BETWEEN SOCIO-ECONOMIC STAKAHOLDERS
Carlo Vezzoli AH-DESIGN, EU PROJECTPolitecnico di Milano / INDACO dept. / DIS / School of Design / Italy
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
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