clare - design enterprise week presentation 2013 final -
TRANSCRIPT
Design EnterpriseFortnight
Clare BrassDejan Mitrovic
Yoon BahkJohn StevensNick Coutts
Marta CarreraBob Pulley
HARD
STORY
product
Productless?
ProgettoACQUA
SCACCAMarciapiedi, non piedi marci
Partnerships, not clients
Good for business – good for social business?
‘Wicked’ problems too big for one discipline
Desirability and fun
Impact = Biz/Gov/People
Do things differently
• Add pics of each one
Bad news page
Source: New Scientist, 2008
(es: over-fishing, deforestazione,, depauperamento del suolo, cambiamento climatico… over-population…ecc)
DOOM
I have a nightmare…?
stop fixing problems
Start creatingvisions
Designers – quite good at visions
Why are systems important?
Environmental problems: wicked
Relationships between things and people
“I will if you will”
I have a nightmare
…a world full of green products…
Can designers use their skills to earn a living out of tacklingsocial or environmental problems?
Is there another way?
What is Design?
Problem-solving, people focused discipline tackling material problems and facilitating connections
Does design have to only support traditional business?What about social business?
Profit making businesses that trade in goods and services for social or environmental benefit
HOW CAN DESIGN SUPPORT SOCIAL
BUSINESSES?
and easier to use.
By transforming products and services and making them
more desirable
more visible
Ways to intervene in a system
Re-thinking the
way people do
things
Re-thinking the
links between
people
Re-thinking
objects
• add value by reducing waste• design to recycle and remanufacture• design products to last• design out toxicity
Re-thinking
objects
Re-thinking
objects
But if there are no systems in place to deal with this chair beyond its use phase, all those design features are meaningless
• Transport?
• Local?
• Disposal?
• improve feedback from infrastructure
• redesign interaction with infrastructure
• redesign the infrastructure itself
Re-thinking the
way people do
things
No-one wants to act alone.People need to join forces to
address some of the key environmental
and social issuesof our day
business
people
government
Triangular gridlock
Ref: sustainable Development Commission
Re-thinking the
links between
people
There’s a truly gigantic design [and
business] opportunity here. Someone has
to redesign the structures, institutions and
processes that drive the economy.
Someone has to transform the material,
energy and resource flows that, left
unchecked, will finish us”
John Thackara, “In the bubble”
Unfortunately almost no one is paying designers to create positive environmental futures
D.I.Y.
?
An experimental enterprise tackling the urban food-waste problem
The Food Waste Problem:
• Food waste large part of waste stream (18 – 40%)• UK households produce 6.7m tonnes FW / year• People throw away about a third of food bought• Food waste in landfill generates methane (23 x co2)• 3% UK CO2 emissions from landfill (aviation 6%)
• EU legislation making food waste very expensive• Current value of food waste £135/tons and growing• Collections difficult in urban flats• Under-used public spaces in social housing• Strong link between food waste and food growing• Separating f/w raises awareness
The pain / opportunity
Southwark waste targets, and costs per unit for dealing with BMW against employment costs
Mission:
To get every housing estate in Britain composting food-waste on site and using the compost to grow fruit and vegetables
• Design a service in response to this environmental challenge
• And the business case to make it financially sustainable, and repeatable
We Set Out To:
The Food Loop
Insert photograph of rocket
Resident collects biodegradable waste
Caddies are collected
Waste is composted on site
Compost is seasoned
Seedlings are planted
Fruit and vegetable plants planted on the estate
Food for residents
Resident collects biodegradable waste
Stakeholders(we identified and talked to lots of people)
…we made lots of friends…
London Borough of Camden
Defra (government department of environment)
Maiden Lane Community Centre
Maiden Lane residents
We co-designed• Service and communications• Identifying issues and designing solutions• Creating new food growing areas
…and started planting
£?
My allotment
My allotment
Where are we now?Plantify products in development – we are re-designing compost to be both slug repellent and fertiliser in an ‘added value’ format
Collections and compost management gradually being handed over to residents
Want another good reason to think Systems?
Business
model
FinanceNetworking
1. Business modelhow the enterprise makes money
Channel
DeliveryBrand Customer
experience
10. Customer experiencehow you create an overall experience for customers
8. Channelhow you connect your offerings to your customers
9. Brandhow you express your offering’s benefit to customers
Core process
Process.
Enabling process
3. Enabling processassembled capabilities
4. Core processproprietary processes that add value
Product performance
OfferingProduct system
Service
7. Servicehow you service your customers
5. Product performancebasic features, performance and functionality
2. Networkingenterprise’s structure/value chain
6. Product systemextended system that surrounds an offering
Source: Doblin Group
Types of innovation: Beyond products
Core competence planning:
Offering & process
Innovation planning:
Business model
Customerexperience
Core process
Process.
Enabling process
Business
model
FinanceNetworking Product
performance
OfferingProduct system
Service Channel
DeliveryBrand Customer
experience
Using innovation types strategically
Source: Doblin Group
Core process
Process.
Enabling process
Business
model
FinanceNetworking Product
performance
OfferingProduct system
Service Channel
DeliveryBrand Customer
experience
Hi
Lo
Volume of innovation effortsLast 10 years
Source: Doblin Group
value creation
Core process
Process.
Enabling process
Business
model
FinanceNetworking Product
performance
OfferingProduct system
Service Channel
DeliveryBrand Customer
experience
Hi
Your teams
Andor IvanKazu Masuda
Charlotte SlingsbyVidhi Mehta
Giulio AmmendolaLeo Green
Seungyeon RyuMiki Asatani
Wai-Chuen CheungAlberto OrtegaSara ZarakaniErika Laiche
Hwansoo JeonIan Goode
Sheng ChengKatsu Masai
Chia-Hung LinTian-Jia Hsieh
Niya KabirIulia IonescuOkkeun Lee
Ssu Kai LiaoEla Doina NeaguMakoto Sunayama
Junkyung Lee
Wei-Che ChangDuck-Soo Choi
Yue JiangLotta Julkunen
Daniel WalklinChun-Hao WengEleanor Banwell
Katarzyna Zmyslona
Sungwhoon ChoGoki
Judith BergerGodhuli Chaudhuri
Koh MaekawaMing KongHelene Steiner
Naomi Bailey-Cooper
Please get in to your groups
The Team Drop
Morten NielsenIddo WaldSoomin JungFrances Yan
Kiron TsangEdward Hill
Simonetta d'OttavianoElena Dieckmann
The Brief Drop
Have a quick chat in your group. Pick a brief name and go stand next to it. Max 2 groups per brief
OK so where do you start?
The world
The world and its problems
The problem in your brief
Picking a small area of your problem (zooming in)
Understanding how your idea offers a new solution to your problemand how it connectsto theOtherones(zoom-ing out)
· Explore - The zoomed out view
• Find out everything you can about your given theme as if from very high up – ‘the bigger picture’
• Try to understand what the ‘real’ problem is – don’t stop at the symptoms, dig deeper. Keep asking ‘Why is that?’
• This is not a linear process – zoom in and out
Process – some tips
· Write a brief - Zoom in
• Once you have identified a problem, see if you can visualise it – map it out
• Can you move the players on your map to create a new alternative vision of how it might be?
• Look for opportunities (product/service gaps) that could lead to that outcome
• Sketch quick imaginary scenarios• What needs to be put in place in order to achieve that aim?
Process – some tips
· Who are key stakeholders?
• Who is involved in this issue? • Who else might need to be involved? Is their
involvement possible? • Whose involvement would make your task easier?• How will you convince them to be a part?
Process – some tips
· Who owns the pain?
• Now you need to think around your scenario. What else is going on? Are there ways of linking up different kinds of problems that may help achieve your aims?
• Who is currently paying for the problem you are addressing?
• Can you imagine any scenario where the value takes a different path (ie pain-holder pays your enterprise instead of current recipient?
Process – some tips
· Concept generation • How does this idea exist in reality?• Who will benefit?• Who pays?
Process – some tips
· Development of ideas
• How does the business work (detailed overview)?• What are the revenue opportunities?• How will you make it happen?
Process – some tips
Can I do this?
Here’s what others have done
building capability raise awareness
focus on honey product diversification
1 2
3 4
Mike’s project about apples…
Future of street food? Bangkok March 2012
Daniela, Timothy, Paul, Thomas
What I want you to doI want you to create an enterprise (business idea – something that generates income) that somehow joins up one or more macro or local issue.I want you to imagine who you are within this enterprise and make sure it fits with you: ie FoodLoop is not a waste management company, it is a food growing and soil improving company
I don’t want an app or a product or a food cart or a campaign, although all these things might be tools that make your system work. I also don’t want your enterpriose to be a design studio or a consultancy.
What I don’t want you to do
Have fun