Sustainable Product and Service Design, Theory

Transcription

1 Sustainable Product and Service Design, Theory Mondays & Wednesdays Teachers: Mikko Jalas & Tatu Marttila + visitors 10/26/15 Sustainable Product & Service Design, Theory: Session topic 1

2 Sustainable Product & Service Design, Theory: Monday Sustainability in Design: An Overview 10/26/15 Sustainable Product & Service Design, Theory: Session topic 2

3 Lecture contents: Design in modernity Sustainability and design Design for Sustainability Design activities and focus 10/26/15 Sustainable Product & Service Design, Theory: Session topic 3

4 Design in Modernity 10/26/15 Sustainable Product & Service Design, Theory: Session topic 4

5 Origins of design action? Prehistoric design in arts and crafts, architecture and agriculture Becoming human by design? In English the word design has been around since 1540 s (in architecture), derived from Latin word designare, "mark out, devise, choose, designate, appoint Design as activity focuses on ideas and concepts, but also about objects and artifacts Design as a profession in industrial world since 20 th century Design in constructing modernity and culture 10/26/15 Sustainable Product & Service Design, Theory: Session topic 5

6 Design: More contemporary definitions Traditionally focused on aesthetics and function of products: Oxford English Dictionary: a plan or drawing produced to show the look and function or workings of a building, garment, or other object before it is made Or in a more broad sense: Oxford English Dictionary: do or plan (something) with a specific purpose in mind International Council of Societies of Industrial Design (ICSID): Design is a creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services and their systems in whole life cycles 10/26/15 Sustainable Product & Service Design, Theory: Session topic 6

7 Design as a - Process of problem solving? - Creative act? Artistic process? - Practice and profession? - Industry and culture? - Thing or quality? 10/26/15 Sustainable Product & Service Design, Theory: Session topic 7

8 Design and industrialization The improvements in steam engine technologies and in the development of manufacturing in the late 18th and early 19th century led to industrialization and a major societal change Industrial revolution lowered the prices of mass-manufactured goods and expanded access to them In design: From arts and craftsmanship towards working at the factory line 10/26/15 Sustainable Product & Service Design, Theory: Session topic 8

9 Design and consumer culture Upper middle class as a "bourgeois" social group as one of the key catalyst for the emergence of the retail revolution (Sparke 2013) First department stores saw their birth in 18th century by the middle of the 19th century department stores were established on a large scale in the United Kingdom, France and the United States Consuming industrially "designed goods and images" took over the "task of demarcating social difference", to become the "key messenger of [ ] modernity. Conspicuous consumption "formed by and expressed through material culture" (Ibid.) Modern urbanism that emerged between the 17th and 19th centuries continues to this day 10/26/15 Sustainable Product & Service Design, Theory: Session topic 9

10 Design and modernity The growth of mass production and consumption can be perceived as a key feature in the emerging modern world The term 'design' as the idea of developing goods and services for consumers, connects to the development of modern society and culture (Sparke 2013) The new aesthetic of modernity "owed its existence to engineers" but was "reinterpreted by designers" (Ibid.) 10/26/15 Sustainable Product & Service Design, Theory: Session topic 10

11 Consumption explosion of the 20 th century: 10/26/15 Sustainable Product & Service Design, Theory: Session topic 11

12 From modernity to post-modernity Modernity promotes a dialectical logic in its approach to thinking; it is a dialectic process of navigation between dichotomies of its conflicting concepts (Pratt 2002); the nature and man, producer and consumer etc. An critical inquiry into modernity has to ask who has the access to the "interpretive power", how is the "access constructed and enforced" (Ibid.) Postmodernity refers to the state or condition of society to exist after modernity. As a philosophical approach, it calls for dismantling of the fixed concepts of modernity, the "decolonization of knowledge" and "the decentering of the center" (Ibid.). Bruno Latour: We Have Never Been Modern (1991) 10/26/15 Sustainable Product & Service Design, Theory: Session topic 12

13 Good vs. bad design? How do we assess the consequences of design and production? Often the question is related to the transparency & governance of technologies, value-chains and production systems, and to who/what it is aimed at Design connects to not only planning of production, but also to its governance and use: Who designs and for whom? Who owns the problems, and who has access? Examples to think about: - Household consumer products empowering women s rights movement? - Nuclear energy tackling climate change? - Drone warfare to save soldiers lives? 10/26/15 Sustainable Product & Service Design, Theory: Session topic 13

14 Design what and how? Every action can be perceived to be driven by person s philosophical perspectives and approach Philosophy addresses ontology what is? how it is?... and etymology what can be known or done? Problem framing & context mapping in design: Where to make the change? What must be addressed in the process? What is perceived possible? 10/26/15 Sustainable Product & Service Design, Theory: Session topic 14

15 Design who and for whom? Design action is linked to power: who has a say? Contemporary design challenges are often complex and require mediation between several concepts, contexts and interests; Also design action should be based on a broader view, created in collaboration between several experts and laypeople Professional designers have a higher level of responsibility in design action Problem ownership & boundaries of the system in design: Who should be involved and connected? What is taken into account? Who has a say? 10/26/15 Sustainable Product & Service Design, Theory: Session topic 15

16 Designing the problems In design action what counts is what is perceived to exist and how, and what is deemed possible to be known or to be done. While problems can have designed solutions, also problems themselves are defined and designed. Design as problem solving activity, or as problem creation activity? 10/26/15 Sustainable Product & Service Design, Theory: Session topic 16

17 Sustainability and Design 10/26/15 Sustainable Product & Service Design, Theory: Session topic 17

18 Sustainability what it means? The word sustainability is derived from the Latin sustinere (tenere, to hold; sus, up). Sustain can mean maintain", "support", or "endure. In ecology, sustainability defines how biological systems endure time and remain productive and diverse. For us according to anthropocentric view it defines how human systems endure. Sustainability has become meaningful only through the ecological crisis caused by industrialization and consumerism the development itself and through the main modernist dichotomy between 'the man' and 'the nature 10/26/15 Sustainable Product & Service Design, Theory: Session topic 18

19 Sustainable development Before the end of 20 century, mass production and consumption in a fossiloil fueled throw-away society had led to an overshoot in both pollution and in resource use. Sustainable development was coined to answer these notions. It calls for maintainable or endurable development The concept as Brundtland Commission it defined (1987) has a strong anthropocentric approach: [it] is development that meets the needs of the present without compromising the ability of future generations to meet their[s] Calls for sustainable planning and design! 10/26/15 Sustainable Product & Service Design, Theory: Session topic 19

20 Operationalizing sustainable development EU strategy for sustainable development 2001 economic, social, environmental and global governance UN Millennium Development Goals (2000, agreed upon by 189 governments, to be realised by 2015) - Mainly social but include also environmental targets Agenda 21: action plan for moving towards more sustainable pattern of development (Rio de Janeiro 1992) Voted to be adopted by 178 governments - Rio +10, Johannesburg Plan of Action Rio +20, The Future We Want /26/15 Sustainable Product & Service Design, Theory: Session topic 20

21 Agenda 21 in the making Agenda 21 is a task list for sustainable development for 21st century, initiated by UNEP after the 1992 summit Agenda 21 (UNEP 1992) is divided in four sections: 1) The "social and economic dimensions" of sustainability (i.e. socioeconomic sustainability) 2) The "conservation and management of resources (i.e. ecological sustainability) 3) The "strengthening of the role of major groups (e.g. non-governmental organizations, local initiatives, labor interest groups, business and industry, and technological community; Ibid.) 4) The "means of implementation in respect to financial mechanisms, science, policy-making and decision-making in general 10/26/15 Sustainable Product & Service Design, Theory: Session topic 21

22 Papanek 1985/1971: On its first American appearance, the ideas of this book were derided, made fun of, or savagely attacked by the design establishment Lehtinen 1995: In the future [good design] means also good environmental qualities Lewis et al. 2001: ese new-millennium tools will revolutionise how business creates new products and services Shedroff 2009: Design Is e Problem e Future of Design Must Be Sustainable 10/26/15 Sustainable Product & Service Design, Theory: Session topic 22

23 Design for Sustainability 10/26/15 Sustainable Product & Service Design, Theory: Session topic 23

24 Different views on sustainability 10/26/15 Sustainable Product & Service Design, Theory: Session topic 24

25 Levels of action and prioritization: Environment ECOLOGICAL DOMAIN or SOCIAL DOMAIN ECONOMIC DOMAIN Society Economy 10/26/15 Sustainable Product & Service Design, Theory: Session topic 25

26 Design and sustainability Rise of environmental awareness in the 1960 s also in design Global equality, the environment, safety, design for all Buckminster Fuller: Operating Manual for Spaceship Earth (1968) Victor Papanek: Design for the Real World (1971) Sustainable design Three waves (Knight 2009) 10/26/15 Sustainable Product & Service Design, Theory: Session topic 26

27 Call for designer responsibility Rachel Carson: Silent Spring (1962) - Criticizing toxicity and pollution in agriculture Ken Garland: First Things First Manifesto (1964) - Criticizing growing consumerism in graphic design Victor Papanek: Design for the Real World (1971) - Criticizing the design profession for lack of responsibility Meadows et al.: Limits to Growth (1972) - Addressing boundaries of growth There are professions more harmful than industrial design but only a few of them. - Victor Papanek /26/15 Sustainable Product & Service Design, Theory: Session topic 27

28 Towards more sustainable design Several disasters (oil spills, chemical disasters) hit public awareness in the late 1970s and 1980s; Entering risk society (Beck 1992) Consumers started to demand eco-friendly products; Wide environmental awareness emerging Brundtland report in 1987 and UNEP work for sustainable development Business waking up: Triple-Bottom-Line, People Planet Profit Sustainable Consumption and Production in policy-making Several frameworks emerging after 1990 s 10/26/15 Sustainable Product & Service Design, Theory: Session topic 28

29 Strategies for sustainable design Design for environment Ecological design Environmental design Socially responsible design Sustainable product design Sustainable Product-Service System design (S.PSS) Green design Life-cycle design (LCD) Dematerialisation Eco-efficiency and so on... 10/26/15 Sustainable Product & Service Design, Theory: Session topic 29

30 Promoting sustainable transformation 10/26/15 Sustainable Product & Service Design, Theory: Session topic 30

31 Sustainable design in the making Design action shifting its focus from crafts or industry to management of knowledge and actions or transformations in larger organizations and society Challenges of sustainability as wicked problems (Rittel & Webber 1973), with no definite right/wrong-solutions Call for sustainable transformation! What is needed? - Collaborative, cross-sector, transdisciplinary design dialogues - Research and testing within a real-life problem context - Development in the decision-making systems and communication 10/26/15 Sustainable Product & Service Design, Theory: Session topic 31

32 Design activities and focus 10/26/15 Sustainable Product & Service Design, Theory: Session topic 32

33 Different views on design process Source: Popper, 1959 Source: Sanders & Stappers /26/15 Sustainable Product & Service Design, Theory: Session topic 33

34 Design action on several levels Design action can take place on several levels, depending on the depth of inquiry, collaboration, connection to research or to philosophy. 1) Design (making) 2) Design research 3) Design philosophy 10/26/15 Sustainable Product & Service Design, Theory: Session topic 34

35 Design inquiries on several levels Source: King Roth, /26/15 Sustainable Product & Service Design, Theory: Session topic 35

36 Design making on several levels 1. Symbolic and visual communication -> graphic design? 2. The design of material objects ->product design? 3. Activities and organized services -> service design? 4. The design of complex systems or environments for living, working, playing and learning -> policy/urban planning/design? Source: Buchanan 1998 & I think I design -blog 10/26/15 Sustainable Product & Service Design, Theory: Session topic 36

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39 The landscapes of design practice and education: Source: Aminoff, et al. 2011; NextDesign Leadership Institute, GK VanPatter and Elizabeth Pastor 10/26/15 Sustainable Product & Service Design, Theory: Session topic 39

40 The landscapes of design practice and education: Design " 5.0! Reflection! on Design! Practice! Source: Aminoff, et al. 2011; NextDesign Leadership Institute, GK VanPatter and Elizabeth Pastor 10/26/15 Sustainable Product & Service Design, Theory: Session topic 40

41 Transformative potential in design Seeking design potential for sustainable transformation: 10/26/15 Sustainable Product & Service Design, Theory: Session topic 41

42 Where to make the impact? Potential for sustainable design choices 10/26/15 Sustainable Product & Service Design, Theory: Session topic 42

43 Summary During the 20 th century design practice has evolved from a craft focused skill to a tool to understand user and consumer choices, and finally to manage societal change Design as a profession is a product of modernity Design (seen as a broader activity) can be effective on multiple levels of focus Collaboration and crossing disciplines fundamentally important From better technologies and products, to better solutions and systems Importance of the real world scale and scope! 10/26/15 Sustainable Product & Service Design, Theory: Session topic 43

44 Systems thinking and lifecycle thinking are analytically powerful but how to translate such thinking to practice? 10/26/15 Sustainable Product & Service Design, Theory: Session topic 44

45 Group exercise 1 10/26/15 Sustainable Product & Service Design, Theory: Session topic 45

46 What makes the impact? 10/26/15 Sustainable Product & Service Design, Theory: Session topic Source: Tukker et al.,

47 What makes the impact? Source: Tukker et al., /26/15 Sustainable Product & Service Design, Theory: Session topic 47

48 Group Exercise 1: Design opportunity identification Identify potential problems of sustainability within the three general sectors of consumption food, housing, transportation. Work through your personal experiences, earlier projects and contacts, to identify a potential problem of sustainability. Consider possible initial design solutions. Explain how ideas emerged, who are the problem owners, and to what other issues does you problem connect to. Form six random groups, numbered from 1-6. The group topics are: Groups 1-2: Food Groups 3-4: Housing Groups 5-6: Transportation Work in groups for 30 min, then present to others 10/26/15 Sustainable Product & Service Design, Theory: Session topic 48

49 Homework 10/26/15 Sustainable Product & Service Design, Theory: Session topic 49

50 Weekly writing #1 Weekly writing exercise (given on , return by to MyCourses): My role as a sustainable practitioner where would I make a difference & how? Min. 500 words small self-reflective essay text for identifying your competences and interest areas... What kind of roles can you imagine/want to have and which stages of the product-service value chain in your professional life in the future? What would be your dream project or working area? If you are participating in the SPSD case, for which case you could contribute? Why? 10/26/15 Sustainable Product & Service Design, Theory: Session topic 50

51 Pre-readings for next session Please read the following articles/texts/material by next session (Wednesday ). They can be found from MyCourses -course page: * Arnold et al. (2011) Business Strategy and the Environment * Chapter 4 from Lewis' and Gertsakis' book (2001) Design+Environment Some additional readings will be put online as well 10/26/15 Sustainable Product & Service Design, Theory: Session topic 51

52 Thanks! 10/26/15 Sustainable Product & Service Design, Theory: Session topic 52

53 Continues on Wed (28.10.) 10/26/15 Sustainable Product & Service Design, Theory: Session topic 53