Leverage points for wicked problems

Wicked problems and their leverage pointsDesign Systems SPRING 2012, Chalmers Architecture

Aleksi NeuvonenDemos Helsinkialeksi.neuvonen@demos.fiwww.demos.fi

Structure of the day: 1.Peloton gatekeepers - example of a systemic

intervention2.Design systems & wicked problems3.Design systems & leverage points

Peloton nudges the Finnish economy towards energy efficiency

Peloton is an initiative of Demos Helsinki with the support of Finnish Innovation Fund Sitra.

task: design a campaign To reduce citizens' energy consumption

Sitra’s energy program: Built environment + citizens = systemic change

Portin

vartijat– ELI KUINKA TEHDÄ ENERGIANSÄÄSTÖSTÄ MAHDOLLISTA

‹#›

Mistä suomalaisen hiilijalanjälki koostuu?

Source: Envimat www.ympäristö.fi/syke/envimat

Asuminen

Liikkuminen

Kuluttaminen

Vapaa-aika

Matkustaminen

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there is no point to influence people's attitude.

80-90 % Finns think that climate change is a fact 70-85% consider it a serious threat 50-75 % ready to take action

Yet, Finland #7 in per capita energy usage amongst OECD countries. Change of attitudes has not significantly changed behavior. Energy consumption is rising, meat consumption is rising etc.

Pro-environmental actions are more important than values.

what influences behavior?(What are the leverage points?)

Legislation

Subsidies

RegulationOffering

Peer Action Education

Marketing

Media CoverageSocial norms

Convenience

Perceived Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back Yes, but seems to take time to get there,

how do we speed-up the process?

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Yes, but people seem to know,

how could we improve the timing of delivery?

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Yes, but 1 or 2 heroes don’t save the day,

how to generate relevance?

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-back

Legislation

Subsidies

RegulationOffering

Marketing

Convenience

PerceivedPrice

Chance

Opportunity toTest

Reduce Complexity

Role modelaction

Feed-backWhen, by whom?

conclusion:understand and influence the choice environment consumers/citizens make their decisions in.

gatekeepers are key to behavior change

1) Gatekeepers define the choice environments as they transform people´s needs and desires into choices and decisions. They enable or deny access to low-energy behavior. Peers and professionals close to the consumer do this in terms of energy-related practices.

2) Previous research has considered legislators and green businesses as gatekeepers for energy consumption. This view tends to underestimate the complexity of the selling/purchasing process with its subtle factors leading to a decision. Therefore only a small part of energy gatekeepers have understood that they have this role.(Demos Helsinki 2009: Gatekeepers changing consumers' behaviour in energy consumption)

New Behavior

Better Choice Environment

New Legislation

More and BetterProducts and Services

Cooperation withPioneers

Testing Productsand Services

Peer Production

Gatekeepers

gatekeepers change the choice environment

Portin

vartijat– ELI KUINKA TEHDÄ ENERGIANSÄÄSTÖSTÄ MAHDOLLISTA

‹#›

Mistä suomalaisen hiilijalanjälki koostuu?

Source: Envimat www.ympäristö.fi/syke/envimat

Asuminen

Liikkuminen

Kuluttaminen

Vapaa-aika

Matkustaminen

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tommi.laitio@demos.fiwww.demos.fi

[Peloton]!Peloton is the main group in a cycling tournament. In Peloton the competitors

cycle close to each other to save energy and to gather strength for a break-out.!Peloton is a joint e!ort of Demos Helsinki and Sitra to boost new, greener

economy.

how peloton works?

We engage with gatekeeper communities on a human level. We use participatory future studies and design thinking methods in two-day intensive workshops.

The workshops bring the competitors togethers. Companies send people from every level of the organisation (altogether 20–25 participants). By raising awareness of all competitors simultaneously, we create hunger to be the first in executing a good idea. Low-energy future is tackled by creating ideas for new products and services.

In 2009–2011 we have done workshops for instance for parents of small children, hardware stores, lifestyle media, HR, domestic travel and hospitality, food journalists, home economics teachers, social housing and house managers.

Our aim has been to...kickstart low-energy innovation and commercialisation in the most important consumer companies.

We have been successful in... bringing new products and services out and adding value to old ones in most of the organisations we have engaged with.

peloton gatekeepers 2009–2012

HR ProfessionalsGrocery storesTransport professionalsCommunications agenciesRegional decision-makersBuilding managersDomestic travel providersFood journalists

Home economics teachersLunch restaurant professionalsOffice canteen workersHardware store professionalsParents of small childrenLifestyle media editorsWomen´s magazine editors

some results from peloton

Startup and designer enthusiasm and new companies(Peloton Innovation Camp)

New services(Rautakesko´s Energy Master service)

Excitingexperiences(Nopsa Travels,Olivia Magazine)

peloton innovation camp

In November and December 2011 we organised 2 two-day startup camps for low-energy business. Over 150 professionals from various sectors worked voluntarily in 16 teams to develop better services and products.

winning concepts- Wasted Space: next generation real estate firm utilising wasted and underused spaces- Weego: car-sharing service- Hyvikki: Rebranding food close to its last date of purchase - Powerhouse: app helping energy companies reduce consumption peaks and consumers to follow their usage

Teksti

New Behavior

Better Choice Environment

New Legislation

More and BetterProducts and Services

Cooperation withPioneers

Testing Productsand Services

Peer Production

Gatekeepers

gatekeepers change the choice environment

PRAGMATIST APPROACH TO THE FUTURE

ClimateChallenge

Low-CarbonSociety

emission limits, price for carbon, subsidies,...

participation, social innovations, lifestyle changes,...

ClimateChallenge

Low-CarbonSociety

acceptance for new regulation

ClimateChallenge

Low-CarbonSociety

(INTER)NATIONAL

POLITICS

ClimateChallenge

Low-CarbonSociety

(INTER)NATIONAL

POLITICS

CITIES, PEER GROUPS, COMPANIES

Task 1:

Task 1: Think of your assignment.

What are the behavior patterns we need to influence?

Task 1: Think of your assignment.

What are the behavior patterns we need to influence?

Who are the gatekeepers (or other parts of choice enviroment) who shape people's behavior?

"There is no spoon"

The spoon can be seen through different systems.

The work of a designer is to conjoin different systems.

[Spoon as a metaphor for a result of a design process]

TECHNOLOGICAL SYSTEMS

NATURAL SYSTEMS

SOCIAL SYSTEMS

manufacturing washing

metal refining cooking

eating habitscomercework

legistlation

mineral deposits

mineral reserves

energy resources

waste repository

beliefs

NATURAL SYSTEMS

SOCIAL SYSTEMS

legistlation

mineral deposits

mineral reserves

energy resources

waste repository

COGNITIVE SYSTEMS

beliefs

NATURAL SYSTEMS

SOCIAL SYSTEMS

legistlation

mineral deposits

mineral reserves

energy resources

waste repository

COGNITIVE SYSTEMS

beliefs

beliefs desiresthreats

dissonancelikingdisliking

NATURAL SYSTEMS

SOCIAL SYSTEMS

legistlation

mineral deposits

mineral reserves

energy resources

waste repository

COGNITIVE SYSTEMS

beliefs

Anticipation

NATURAL SYSTEMS

SOCIAL SYSTEMS

legistlation

mineral deposits

mineral reserves

energy resources

waste repository

COGNITIVE SYSTEMS

beliefs

AnticipationFuture horizons

Changes in technology, culture, environment, economy, politics

increase complexity

Solutions

increase complexity

Solutions Problems

increase complexity

Solutions Problems

Wicked problems

How to cut CO2 emissions?

What will be valuable in the future?

Who will take care of the elderly people?

What will the elderly people want to do?

How can people learn to employ themselves in mids of constant economic change?

How can get people to do something like sports?

What does it mean when rest of the world joins the internet?

How do we restore energy to feed the world?

Wicked Problems

How to cut CO2 emissions?

What will be valuable in the future?

Who will take care of the elderly people?

What will the elderly people want to do?

How can people learn to employ themselves in mids of constant economic change?

How can get people to do something like sports?

What does it mean when rest of the world joins the internet?

How do we restore energy to feed the world?

Child Obesity

Enough food

More wealth

Better food

More temptations

More hamburgers

More coke

More computer games

Vending machines at shools

Less regulation

More cars, less walking

Stronger industry lobby

Free upbringing

Child Obesity

Enough food

More wealth

Better food

More temptations

More hamburgers

More coke

More computer games

Vending machines at shools

Less regulation

More cars, less walking

Stronger industry lobby

Free upbringing

Wicked Problems are problems of our era1.There is no definitive formulation of a wicked problem (defining

wicked problems is a problem).

2.Solutions to wicked problems are not true-or-false, but better or worse.

3.There is no immediate and no ultimate test of a solution to a wicked problem.

4.Wicked problems do not have an enumerable (or an exhaustively describable) set of potential solutions, nor is there a well-described set of permissible operations that may be incorporated into the plan.

5.Every wicked problem is essentially unique.

6.Every wicked problem can be considered to be a symptom of another problem.

7.The existence of a discrepancy representing a wicked problem can be explained in numerous ways. The choice of explanation determines the nature of the problem's resolution.

8.The planner has no right to be wrong (planners are liable for the consequences of the actions they generate)

Horst Rittel and Melvin Webber.

Wicked Problems are problems of our era1.There is no definitive formulation of a wicked problem (defining

wicked problems is a problem).

2.Solutions to wicked problems are not true-or-false, but better or worse.

3.There is no immediate and no ultimate test of a solution to a wicked problem.

4.Wicked problems do not have an enumerable (or an exhaustively describable) set of potential solutions, nor is there a well-described set of permissible operations that may be incorporated into the plan.

5.Every wicked problem is essentially unique.

6.Every wicked problem can be considered to be a symptom of another problem.

7.The existence of a discrepancy representing a wicked problem can be explained in numerous ways. The choice of explanation determines the nature of the problem's resolution.

8.The planner has no right to be wrong (planners are liable for the consequences of the actions they generate)

Horst Rittel and Melvin Webber.

Requires an endless

flow of innovations,

actions, attempts,

i.e. systemic change

and large-scale

behaviour change.

The spoon can be seen through different systems.

The work of a designer is to conjoin different systems....and by that, to identify leverage points and ways of manipulating them.

Create new enabling infrastructure, alter old (services, buildings, shop concepts)

Link wicked problems with everyday practices (show how megatrends and policies evolve)

Create and proof economic benefits (new business, new competitive assets)

Improve feed-back channels, make it ”at the point of delivery” (service concept)

Revise policies to support emerging practices (regulation, R&D funds)

Form new stakeholder groups (start-ups, professionals)

Create new sources of motivation (employee engagement, shared value)

What were the leverage points Peloton process reacher for?

How did the gatekeepers change the system?

Meadows, Donella: ”Leverage Points – Places to intervene in a system”, The Sustainability institute, 1999.

Example of a design system tackling wicked problems:

HOAS Lab

Example: HOAS LabSystem:

Student unions

Student unionsStudent unions Building stock

Dwellers

Municipalities

(housing&planning policies)Municipalities

(housing&planning policies)

Employees

Municipalities

(housing&planning policies)

Sub-contractors Other similar companies

Universities

ChallengesEroding valueOutdated practices of co-housingImperative for energy smart housingWeak customer relationship

HOAS lab develops dweller-/user-led concepts

for co-housing and responsibility

Kuva: Janne Salovaara

Turning smart behavior patterns convenient

Empovering skilled and active student dwellers

Convenient forms of co-housing

Hoas renewing is not solely a student issue.

In the future current dwellers turn into tenants, property owners and people who comission construction

work. On average they are more international, better educated and more apt for experimenting than

average dwellers. Therefore, HOAS is expected to be a

forerunner.

Property owner

Neighbours

House manager

TekstiGatekeepers and leverage points identified in HOAS lab project

Property owner

Neighbours

House manager

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Rent compensation

Separate energy bill

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Rent compensation

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Rent compensation

Swapping schemes

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Rent compensation

Swapping schemes

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Rent compensation

Swapping schemes

Improved status

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Rent compensation

Swapping schemes

Improved status

Property owner

Neighbours

House manager

Rertrofitting

Gardening plots

Improved sense of

community

Metering

Feedback

Rent compensation

Swapping schemes

Forerunner

Educator

Improved status

Task 2: Think of your assignment again.

Through what types of leverage points do the gatekeepers operate?

Who/what shape their practices?(What kind of levers are we able to identify?)

Leverage points for wicked problems

Documents

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