design transition paths towards sustainability

Fabrizio Ceschin Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy

fabrizio ceschin politecnico di milano . dip. INDACO . DIS . facoltà del design . Italia

Learning Network on Sustainability

course System Design for Sustainability subject 3. System design for eco-efficiency

learning resource 3.4

Designing transition paths towards sustainability


CONTENTS

. ECO-EFFICIENT PSS: DIFFUSION BARRIERS

. ECO-EFFICIENT PSS: HOW TO FACILITATE THE INTRODUCTION AND DIFFUSION?

. Key factors

. A promising model

. ROLE OF DESIGN IN SUPPORTING THE INTRODUCTION AND DIFFUSION OF ECO-EFFICIENT PSS

. Design approach

. Examples


ECO-EFFICIENT PRODUCT-SERVICE SYSTEMS

PSS

product/s service/s actors network

IF PROPERLY DEVELOPED AND IMPLEMENTED

a PSS can decouple value creation from material and energy consumption and therefore reduce (even radically) the

environmental impacts compared to the traditional product-based offers

“A system of products, services, supporting networks and infrastructure that is designed to be: competitive [and] satisfy customer needs”

[Mont, 2001]


(POTENTIALLY) WIN-WIN SOLUTIONS:

IT’S THE ECONOMIC AND COMPETITIVE INTEREST THAT

PUSH COMPANY/IES TO REDUCE THE ENVIRONMENTAL

IMPACT (SYSTEM ECO-EFFICIENCY)


SYSTEM INNOVATION IS POTENTIALLY:

. WINNING FOR THE PRODUCER(S)/PROVIDER(S)

. WINNING FOR THE USER

. WINNING FOR THE ENVIRONMENT


EE-PSS: KNOWLEDGE PRODUCED

ECO-EFFICIENT PSS

SusProNet, Network on

sustainable PSS development [see Tukker

&Tischner, 2006]

SusHouse, Sustainable Household

[see Vergragt et al. 2000]

HiCS, Highly Customerised

Solutions [see Manzini et

al. 2004]

MEPSS, MEthodology for Product Service

System development [see van Halen et al.

2005]

ProSecCo, Product Service

Co-design

METH

OD

S

Storyboard

Offering

diagram Interaction table

SDO toolkit System map Motivation matrix

System assessment Solution elements

Diagnosis module

Implementation module Opportunity module Polarities

diagram Poster

TO

OLS

DESIG

N


SEVERAL PRODUCT-SERVICE SYSTEM INNOVATIONS (WITH CHARACTERSITICS OF

SUSTAINABILITY) HAVE BEEN IMPLEMENTED IN THE LAST YEARS BY COMPANIES

THE CONCEPT OF PSS HAS BEEN DEEPLY EXPLORED ON A THEORETICAL LEVEL AND IT HAS

BEEN UNDERSTOOD HOW TO DESIGN A SUSTAINABLE SYSTEM INNOVATION

WHY THE SUSTAINABLE PSS ARE NOT YET DIFFUSED?

PSS CONCEPT IS A PROMISING WIN-WIN SOLUTION


EE-PSS: DIFFUSION BARRIERS

DESIGN of

ECO-EFFICIENT PSS

IMPLEMENTATION PROCESS

IMPLEMENTED

ECO-EFFICIENT PSS

IMPLEMENTATION/ DIFFUSION BARRIERS

[UNEP, 2002; Mont, 2002; 2004;

Tukker & Tischner, 2006]

FOR USER/CUSTOMERS

cultural shift

lack of knowledge about life cycle costs FOR COMPANIES

difficulty in changing the corporate culture

lack of design and management skills

uncertainties about cash flows

FOR GOVERNMENTS

actual laws may not favour eco-efficient PSS


LET’S LOOK AT SOME REAL CASES


EE-PSS: diffusion barriers PAY-PER-USE (ARISTON+ENEL)

After 2 pilot projects (in 2001) the partnership decided to not introduce the solution on the market. Why?

- USER LEVEL: ownerless consumption did not obtain the foreseen consensus

- COMPANY LEVEL: eco-efficiency potentials were not understood


EE-PSS: diffusion barriers EVERGREEN LEASE (INTERFACE FLOORING SYSTEM)

The solution was initially offered in 1995, but only six lease agreements have been signed since then [Oliva & Quinn, 2003]. Why?

- USER LEVEL: resistance towards the ownerless consumption

- REGULATIVE LEVEL: obstacles regarding tax laws made the leasing of products like carpet floors not convenient for the customer


FOR COMPANIES

. ORGANISATIONAL RESISTANCE: PSS REQUIRES SHIFT IN CORPORATE CULTURE AND MARKET ENGAGEMENT

. NEW DESIGN AND MANAGEMENT SKILLS ARE REQUIRED

. UNCERTANTIES ABOUT CASH FLOWS: CHANGEOVER FROM SHORT-TERM PROFIT REALISATION TO MEDIUM/LONG TERM AMMORTISATION

. CONFLICT OF INTERESTS BETWEEN COMPANIES AND RETAILERS

. DIFFICULTIES IN UNDERSTANDING ECO-EFFICIENCY POTENTIALS

EE-PSS: diffusion barriers [UNEP, 2002; Mont, 2002; 2004; Tukker & Tischner, 2006]


FOR USERS / CUSTOMERS

. DIFFICULTIES IN GAINING CUSTOMER ACCEPTANCE ON OWNERLESS SOLUTIONS (ESPECIALLY IN B2C MARKETS)

. LACK OF KNOWLEDGE ABOUT LIFE CYCLE COSTS OF PRODUCT OWNERSHIP, AND CONSEQUENT DIFFICULTY IN UNDERSTANDING THE ECONOMICAL BENEFITS OF A OWNERLESS CONSUMPTION



FOR GOVERNAMENTAL INSTITUTIONS

. DIFFICULTY IN UNDERSTANDING THE ECONOMICAL AND ENVIRONMENTAL ADVANTAGES LINKED TO THIS KIND OF SOLUTION. THIS DETERMINES:

. DIFFICULTY IN MODIFYING CURRENT LAWS AND NORMS THAT MAY NOT FAVOUR PSS ORIENTED SOLUTIONS

. DIFFICULTIES IN IMPLEMENTING POLICIES TO PROMOTE THE DIFFUSION OF PSS ORIENTED TO SUSTAINABILITY (FOR EX. COST INTERNALISATION)



RADICAL INNOVATIONS THAT (IN MOST OF THE CASES) CHALLENGE:

. USER HABITS (CULTURAL BARRIERS)

. COMPANY ORGANISATION MODELS (CORPORATE

BARRIERS)

. THE REGULATIVE /LEGISLATIVE CONTEXTS (REGULATIVE BARRIERS)



THAT CANNOT BE IMPLEMENTED IN THE SAME WAY AS INCREMENTAL INNOVATIONS

HIGHLY UNCERTAIN AND RISKY INNOVATIONS

STRATEGIC ANALYSIS

CONCEPT DEVELOPMENT

MARKET LAUNCH

PROTOTYPE AND TEST

ENGINEERING

DESIGN MARKET LAUNCH

Incremental innovation development process [Lar do et al. 2002]



WHICH IS THE MOST EFFECTIVE STRATEGY TO IMPLEMENT ECO-EFFICIENT PSS?

WHICH ARE THE FACTORS THAT FACILITATE AND OBSTACLE THIS

PROCESS?


LET’S SEE A PRELIMINARY EXAMPLE


CLEAR CHANNEL OUTDOOR – Bike Sharing System


Implementation and diffusion path

Idea birth and PSS concept development by Clear Channel Outdoor

The idea is proposed to the municipality of Renne (France)

Implementation of a small pilot project co-financed by the municipality of Renne

End of pilot project and implementation of a full operative service

The PSS concept di PSS is replicated in 13 cities




FACTORS THAT FACILITATED THE IMPLEMENTATION AND DIFFUSION . ABILITY IN PRESENTING THE PROJECT IDEA UNDERLINING THE

CHARACTERISTICS OF SUSTAINABILITY (FUNDAMENTAL TO INVOLVE THE MUNICIPALITY)

. INVOLVEMENT OF OTHER ACTORS (MUNICIPALITY AND PUBLIC TRANSPORT COMPANY)

. IMPLEMENTATION OF PILOT PROJECTS TO TEST AND IMPROVE THE SOLUTION (SOLUTION OPEN TO MODIFIES)

. IMPLEMENTATION OF PILOT PROJECTS TO GIVE VISIBILITY TO THE PROJECT IDEA


WHICH IS THE MOST EFFECTIVE STRATEGY TO IMPLEMENT ECO-EFFICIENT PSS?

WHICH ARE THE FACTORS THAT FACILITATE AND OBSTACLE THIS PROCESS?

EVOLUTIONARY ECONOMICS macro perspective

INNOVATION MANAGEMENT micro perspective

LET’S ANSWER INTEGRATING INSIGHTS FROM OTHER DISCIPLINES:


EE-PSS IMPLEMENTATION AND DIFFUSION KEY FACTORS

BUILDING-UP AND

DEVELOPMENT OF A

NETWORKS OF SOCIO-

ECONOMICAL ACTORS [Latour, 1987; Callon, 1991; Laredo & Mustar, 1996;

Kemp et Al, 1998; Weber et Al., 1999; Cooper, 2000;

Rotmans et Al., 2000; Lar do et al. 2002]

Network of actor aimed at supporting the different steps linked to the

innovation development and diffusion.

A wide network that involves not only the actors strictly related to the

innovation, but even universities and research centres, institutions and

public administrations, but also NGOs and media.

CLEAR CHANNEL OUTDOOR Bike sharing system


Finnish Energy Service

COmpanies


BUILDING-UP AND

DEVELOPMENT OF A

NETWORKS OF SOCIO-










INTERFACE FLOORING

SYSTEM – Green Lease


BUILDING-UP AND

DEVELOPMENT OF A

NETWORKS OF SOCIO-










Building-up a long term vision capable to converge actors’ expectations

Foundamental in order to:

- involve actors

- give a direction to the innovation development

LONG TERM VISION

BUILDING [Akrich, 1992; De Laat, 1996; Kemp et Al, 1998;

Rotmans et Al., 2000; Lar do et al. 2002; Quist &

Vergragt, 2003]




QURRENT – Services for

decentralised energy systems



- involve actors


LONG TERM VISION



Vergragt, 2003]



EGO – Ecologico Guardaroba

Organizzato



- involve actors


LONG TERM VISION



Vergragt, 2003]



Starting from the long term vision, it’s key important to define:

- objectives and actions to be undertaken on short term,

- the roles of each involved actor.

TRANSITION AGENDA

DEVELOPMENT [Rotmans et Al., 2000; Quist & Vergragt, 2003; Kemp &

Rotmans, 2004]





Implementation of socio-technical experimentations, in order to:

- verify the technical and usability aspects;

- verify and favour acceptability by the various socio-economical actors;

- identify diffusion barriers;

- identify the most effective policy measures to support the innovation

- give visibility

SOCIO-

TECHNICAL

EXPERIMENTATIO

N EXECUTION [Schot & Rip, 1996; Lynn et Al.,

1996; Kemp et Al., 1998;

Hoogma, 2000; 2002]





EGO – Ecologico Guardaroba

Organizzato






- give visibility


SOCIO-

TECHNICAL

EXPERIMENTATIO


1996; Kemp et Al., 1998;

Hoogma, 2000; 2002]








- give visibility


SOCIO-

TECHNICAL

EXPERIMENTATIO


1996; Kemp et Al., 1998;

Hoogma, 2000; 2002]


Crucial, for the innovation success, is operating a continuous evaluation of

the undertaken activities, in order to bring to a continuous learning

process.

EVALUATION AND

LEARNING [Fleck, 1994; Kemp et Al, 1998; Hoogma, 2000;

Brown et Al., 2004; Loorbach, & Rotmans, 2004;

van de Kerkhof & Wieczorek, 2005]





BUILDING-UP AND

DEVELOPMENT OF A

NETWORKS OF SOCIO-

ECONOMICAL ACTORS

1

2 LONG TERM VISION

BUILDING

3 TRANSITION AGENDA

DEVELOPMENT

5 EVALUATION

AND LEARNING

4 SOCIO-TECHNICAL

EXPERIMENTATION

EXECUTION

PLAN

who

what

how TEST

LEARN



VISION (AND ITS EVOLUTION IN TIME)

TRANSITION PATH

Incubation Pilot

projects Niche

introduction Scaling-up Diffusion

STAKEHOLDERS ARENA (AND ITS EVOLUTION IN TIME)

EE-PSS IMPLEMENTATION AND DIFFUSION TRANSITION PATH


A dynamic and cyclical approach based on the setting up of protected socio-technical experiments (to be reinforced, scaled up and branched) and continuous learning by actor networks is promising to incubate, manage and diffuse eco-efficient PSS.

IMPLEMENTAZIONE E DIFFUSIONE DI EE-PSS

AND DESIGN?

WHAT ROLE?


ROLE OF DESIGN IN EE-PSS IMPLEMENTATION AND DIFFUSION

DESIGN APPROACH: DESIGN TRANSITION PATHS TOWARDS SUSTAINABILITY The apprach is aimed at designing not only eco-efficient PSS concepts, but also the transition path to support and facilitate the incubation, niche introduction, scaling-up and branching of the concept itself. A path oriented by a vision (eco-efficient PSS concept), and based on continuous socio-technical experimentations (supported by a dynamic network of actors).


ROLE OF DESIGN:

> DESIGN the SEQUENCE OF SOCIO-TECHNICAL

EXPERIMENTATIONS that bring to reinforce the solution and

facilitate its social embedding

> IDENTIFY and INVOLVE (in time) the SOCIO-ECONOMICAL

ACTORS thst can support the different transition steps, and

orient their actions

> FACILITATE the BUILDING-UP OF A VISION (and its evolution

in time) capable to converge stakeholders’ expectations

ROLE OF DESIGN IN EE-PSS IMPLEMENTATION AND DIFFUSION


FIRST APPLICATIONS OF THE DESIGN APPROACH

(DIS/INDACO PROJECTS)


sustainable system design

product design

system innovation introd. and diffusion path

Politecnico di Milano

Cape Peninsula University of Technology

SYSTEM DESIGN FOR SUSTAINABLE PILOT PROJECT AIMING AT AN INTRODUCTION OF LOCALLY-BASED AND LONG LASTING MOBILITY SYSTEM FOR LOW INCOME CONTEXTS IN AFRICA

United Nations Industrial

Development Organization

A Global UNIDO

Network of University Chairs on

Innovation


Politecnico di Milano

Cape Peninsula University of Technology

POLIMI-DIS ROLE WITHIN THE PROJECT

SYSTEM DESIGN FOR SUSTAINABLE PILOT PROJECT AIMING AT AN INTRODUCTION OF LOCALLY-BASED AND LONG LASTING MOBILITY SYSTEM FOR LOW INCOME CONTEXTS IN AFRICA

- FARKA, a system for drinkable water transportation in Burkina Faso; - RASMIZ, a system for vegetable’s transportation in Zambia – KANGA, a system for disabled students transportation in South Africa.


AIM OF THE PROJECT

DESIGN AND IMPLEMENT A SUSTAINABLE MOBILITY SYSTEM FOR THE TRANSPORTATION OF PEOPLE WITH DISABILITIES This mobility system is especially thought for the suburbs of Cape Town, usually characterised by mobility problems; in these areas in fact public transport services are limited and most of the time absent, and for people with disabilities becomes difficult to move (go to school, hospital, work, etc.)


OFFERING DIAGRAM


DESIGN /

PRODUCTION

PARTNERSHIP

MAINTENANCE /

PARKING SPACE

HOUSES OF

DISABLED PEOPLE

LOCAL SCHOOL

LOCAL HOSPITAL

TOURISTS

components

vehicles

training

ENERGY

SUPPLIER

energy

energy

dis

able

d p

eo

ple

transp

orta

tion

paym

ent fo

r the tra

nsp

orta

tion

payment for

transportation

request of transportation in

fo / k

now

ledg

e

co

mp

on

en

ts

CAPE PENINSULA

UNIVERSITY OF

TECHNOLOGY

SHONAQUIP

THE

RECONSTRUCTED

TEAM

DESIGN

SUPPORT

POLIMI

IPSIA

DWDE

DESIGN /

COMPONENTS

SUPPLY SUPPORT

ENERBLU

SE PROJECT

paym

ent fo

r the e

ne

rgy

info

/kn

ow

ledg

e

STAKEHOLDERS SYSTEM MAP

Fabrizio Ceschin

Politecnico di Milano / Faculty of Design / INDACO Dept. / Italy

TRANSITION PATH

THE APPROACH FOCUSES NOT ONLY IN DESIGNING THE PSS

SOLUTION, BUT ALSO THE PROPER CONDITIONS TO FOSTER

THE DISSEMINATION OF THE SOLUTION ITSELF. IN OTHER

WORDS WE ALSO DESIGN THE TRANSITION PATH TO SUPPORT

THE EXPERIMENTATION, INTRODUCTION AND SCALING-UP OF

THE SOLUTION

Fabrizio Ceschin


TRANSITION PATH

START-UP Setting-up of

two multi-stakeholder

networks (one African and one

Italian); the aim is to set the basis for the

development of the solution

1

Fabrizio Ceschin


TRANSITION PATH

PILOT PROJECT/S

DEVELOPMENT To test and

experiment the designed solution but also to create

visibility around the project (to

attract new partners, funds,

etc.)

2

Fabrizio Ceschin


TRANSITION PATH

PILOT PROJECT/S

DEVELOPMENT To test and

experiment the designed solution but also to create

visibility around the project (to

attract new partners, funds,

etc.)

2

Athlone District

Fabrizio Ceschin


TRANSITION PATH

SELF-STANDING SOLUTION

DEVELOPMENT The solution become self-standing and economically

sustainable

3

Fabrizio Ceschin


TRANSITION PATH

BRANCHING AND SCALING-

UP local partner

could act as a platform to

facilitate the diffusion of the

solution (and its consequent

adaptation) in other similar

contexts.

4

Fabrizio Ceschin

Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy

DESIGN TRANSITION PATHS TOWARDS SUSTAINABILITY:

NEXT STEPS

Fabrizio Ceschin

Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy

DESIGN TRANSITION PATHS TOWARDS SUSTAINABILITY

NEXT STEPS:

> DEVELOP SPECIFIC METHODS AND TOOLS to

effectively support designers

> TESTR THE DESIGN APPROACH, METHODS AND

TOOLS (for example project in collaboration with

Tetra Pak)

design transition paths towards sustainability

Documents

faculty of design italy

milano indaco

diffusion barriers design

new design

role of design

design approach

course system design

diffusion of ecoefficient