product  service  systems  

Cylch  Conference  2011  

Frank  O’Connor  Director  –  Ecodesign  Centre  

obsolescence  is  a  social  crime  

Massimo & Lella Vignelli, Design Indaba, 2007  

Is this the end user?

   98%  of  products  are        thrown  away  within        6  months  

Image  source:    Chris  Jordan  

source:    Edwin  Datschefski  &  United  NaLona  University  

 society  has  to  change  

valuable  resources  are  wasted  

Image  source:    Maciej  Dakowicz  

design  has  to  change  

what is design?

ecodesign  is  a  strategic  design  management  process  that  considers  the  full  life  cycle  environmental  &  social  impacts  of  products,  packaging  and  services  

80% of environmental impacts

can be locked-in at the design stage

ecodesign  considers  the  materials,  processes  &  pracLces  of  a  organisaLon.  It  can  idenLfy  layers  of  waste  but  also  layers  of  value  

80% of environmental impacts

can be locked-in at the design stage

ecodesign requires life cycle thinking

take make waste buy/use

re-use re--manufacture recycle

most designers are concerned with these stages

common  ecodesign  strategies  

design for…. recycling/reuse disassembly, servicing, upgrade, reduced material mix

image source: Hermann Miller

design for…. manufacture & assembly lean manufacturing, cleaner

production, servicing, upgrade,

image source: steelcase

design for…. low impact materials recycled, recyclable, bio materials, compatibility, compostable,

renewable, sustainable

image source: inhabitat, Worn Again, Moscardino, Remarkable, Sony

design for…. eco-packaging natural, returnable, reusable, multifunction, biodegradable

design for…. renewable power human powered, solar, wind, bio, re-chargeable

image source: Philips, Freeplay, Solio

design for…. durability longevity, durability, desire

image source: dualit, kitchenaid

design for…. full life cycles life cycles, nutrient cycles, material selection, cradle to cradle

image source: mc donagh / braungart

30,000 miles

design for…. fair & just production health and safety, employees

rights, unions, forced labour, child

labour, discrimination,

image source: martin charter / CFSD

design for…. product systems returnable, remanufacture,

re-use, closed-loop, end-of-life,

product-service-system

image source: RSA

PRODUCT SERVICE SYSTEMS (PSS)!

A  marketable  set  of  products  and  services  capable  of  fulfilling  a  user’s  need    

(Goedkoop  et  al.)  

…  also  known  as  a  funcLon  oriented  business  model  (e.g.  Xerox)    

Tool  hire   Lease  /  service  

Consumer  goods  

CooperaLve  

full  ownership  

shared  

(adapted  from  Cooper  et  al.)  

individual  

no  ownership  

source: ser_is_snarkish

source: ZIPcars

source: DIY Kyoto

How  can  we  move  forward?  

Always  ask  the  quesLon:  

..how  are  you  contribuLng  to  the  sustainability  agenda?  

Consider  your  brand  -­‐  this  is  ‘your’  user’s  experience  

brands  are  much  more  than  just  logos  or  

names.  They  are  the  culminaLon  of  a  

user’s  total  experience  with  the  product  

or  service  or  organisaLon  

chartered  insLtute  of  markeLng  2005  

Remember  every  product,  service,  organisaLon  tells  a  story.    

What  is  your  story?  

“designed,  made,  remade  in  Wales.  zero  waste”  

Orangebox

Add  value  through  ecodesign    

e.g.  work  with  designers/design  schools  on  new  concepts,  brand  label  

source: inhabitat, Droog, Jens Praet

source: Droog, Tejo Remy

source: Raw Nerve - “Life is Suite”

source: Droog, “Do Hit”

Re-­‐think  your  service  offering    

e.g.  offer  combined  ‘package’  (to  shared  offices)  

e.g.  upskill    

e.g.  use  leasing  sites  such  as  Ecomodo  (free)  and  Rentoid  (charge)  to  share  materials  

Re-­‐value  materials,  resources    

e.g.  ‘slow’,  smart  recovery  

e.g.  quality,  value-­‐add  versus  short-­‐termism  ‘recycling  targets’  

Partnerships  /  co-­‐creaLon  

e.g.  Oxfam  -­‐  ASOS  clothing  upcycling  

e.g.  Cwm  Harry  Trust  –  Ecodesign  Centre  (&  others)  –  ‘waste  becomes  resource’  

e.g.  Orangebox  –  furniture  extended  loops  

Without  contraries,  

there  is  no  progression.  

William  Blake  

Good  intenLons  are  not  enough.  

We  need  ‘sustainable’  results.  

We  need  ‘sustainable’  organisaLons.  

We  can  lead.  

We  just  need  to  believe  –  show  no  fear!  

To  believe  in  something,  

and  not  to  live  it,    is  dishonest.  

Mahatma  Gandhi  

Not  all  business  is  bad  

Retain  values  

Integrity,  intenLons,  capabiliLes,  results  

ECODESIGN IS THE NORM!