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Design is the Problem...
Nathan Shedroff2007
Design is a big part of the sustainability problems in the world. Design has been focused on creating meaningless (often), disposable (though not responsibly so), trend-laden fashion items—all design. Graphic design is particularly bad, though paper materials, at least, have a huge potential to fix this problem.
Designer vs. Used Car Saleman
Designers are worse than used-car salesmen (at least used cars are reused).Designers are taught (too much) to make “new” when it isn’t really better or when “old” doesn’t need replacing. We are complacent when our engineering and marketing colleagues suggest or insist on low-quality or longevity, cheap materials, or bad usability (features, process, etc.). No, where’ not the only ones or completely responsible but we’re responsible enough to need to change.
Designers create Ugly
Despite how optimistic, idealistic, and future-oriented most designers are, design has sometimes created big problems in the world. Even where our best intentions have been engaged, our outcomes have often fallen short, even making matters worse, because we didn’t see the whole picture when creating what we envisioned. Where our best intentions haven’t been engaged, design (and marketing and sales and business) has been dismal. We are often responsible for making people feel terribly about themselves, only redeemable by buying this product or that service.
We support--and often create--the entire concept of ugly. Design has been too often focused on creating meaningless, disposable (though not responsibly so), trend-laden fashion items—all of design, every last discipline.
Designers aren’t the only ones
Marketers, Engineers, Politicians, Accountants, Economists,
Educators, Business Leaders...
That engineers and politicians and marketers and accountants and business leaders and educators and everyone else have been equally bad doesn’t absolve us from this reality—or our responsibility.We are complacent when our engineering and marketing colleagues suggest or insist on low-quality over longevity, cheap materials, or bad usability (features, processes, etc.).
...and the Solution
A saying in the Sustainability world goes like this: “You can’t be part of the solution unless you’re part of the problem.”
What is Sustainability?
Use and development that meets today’s needs without preventing those needs from being met by
future generations.
What is Sustainability?
Brundtland Commission, 1987
Don’t do things today thatmake tomorrow worse
What is Sustainability?
A simpler definition...No so controversial, or silly, or dumb, or dangerous. It’s actually more conservative than most “conservatives”In fact, it sounds like common sense. Unfortunately, designers have been very bad about this.
What is Sustainability?
Needs & issues:
• Social• Environmental• Financial
Capital:
• Human• Natural• Financial
How do you measure it?
• A myriad of social issues• Materials and Energy (LCA)• Systems• Actual metrics
What is Sustainability?
A myriad of social issues:• Alcohol• Animal rights• Board transparency
• Biodiversity• Chemical accidents
• Child Labor• Cultural Impact• Death penalty
• Deforestation
What is Sustainability?Sustainable Product Development Fall 2007
This is just the tip of the list. There are more than 50 categories of social issues, each containing from 4 to 50 issues that are important to people. That’s over 500 issues to track, understand, and inform. In addition, everyone has different priorities for these as they reflect our personal values.
What is Sustainability?
Existing frameworks:
• Datschefski’s “Total Beauty”• Cradle to Cradle• Natural Step• Biomimicry• LCAs• Natural Capitalism• Sustainability Helix
Sustainability Frameworks
Datschefski’s “Total Beauty”:
• Cyclic: closed loop, organic, recycled• Solar: only renewable energy, cyclic, safe• Safe: all releases to air, water, land, or space are food for others• Efficient: 90% less materials, energy, and water than 1990• Social: supports basic human rights and natural justice
Sustainability Frameworks
Cradle to Cradle:(Eco-effictiveness)
• Eliminate hazardous materials• Consider the entire lifecycle• Materials should be upcyclable• Less Bad does not equal Good!
Natural Step™:
• Substances from the Earth’s crust shouldn’t accumulate in the environment• Substances produced by society should not increase in the biosphere• We must preserve the productivity and biodiversity of the ecosystem• Resources should be used fairly and efficiently to meet human needs.
Sustainability Frameworks
Biomimicry:
• Not really a framework• An inspirational approach• Be inspired by nature• Learn from natural processes
Sustainability Frameworks
Natural Capitalism:(Eco-efficiency)
• Natural Capital: materials, energy, stability, diversity• Human Capital: people & society• Manufactured Capital: materials, energy, and IP• Financial Capital: money
Sustainability Frameworks
Sustainable Product Development Fall 2007
Natural Capitalism:(Eco-efficiency)
• Radical resource productivity• Ecological re-design• Service and flow economy• Investment in Natural Capital
> but it’s still “Cradle to Grave”
Sustainability Frameworks
• Radical resource productivity – dramatically increase the productivity of natural resources w/ technology that exists now
• Ecological re-design – shift to biologically inspired models like closed-loop systems• Service and flow economy – move to solutions-based business models• Investment in natural capital – to restore, sustain and expand the planet’s ecosystems
Life-Cycle Analysis:
• Materials and Energy throughout the lifecycle• Raw Materials/Acquisition• Manufacturing & Transportation• Use (sometimes)• Disposal (sometimes)• Costly, rare (people)• Difficult for concepts
Sustainability Frameworks
Sustainable Product Development Fall 2007
Materials& Energy
TypicalFocus
Eric Masanet, 2003 + IDEO, 2006
Outputs:ProductsMaterialsEnergy
Materials& Energy
Materials& Energy
Materials& Energy
Materials& Energy
Sustainability Frameworks
Sustainability Helix:
• Five stages: Exploration, Experimentation, Leadership, Restoration• Six Categories: Governance/Management, Operations/Facilities, HR/Corporate Culture, Design/Process Innovation, Marketing/ Communications, Partnerships/Stakeholders
Sustainability Frameworks
Sustainability Helix:
Sustainability Frameworks
Which is better?
What does “better” mean?
There are no “bests”, perfect scores or absolutes. There is only a direction to turn (no location of “great sustainability). > Get Moving!
How about no bag?
Which is better for the environment?
Toyota Prius Hummer H2
Which is better for the environment?
Toyota Prius Hummer H2
Manufacturing
Transportation
Use
Disposal
From a life-cycle analysis perspective, it’s not clear.
Which is better for the environment?
Toyota Prius Hummer H2
200K-300K miles?~100K miles?
Manufacturing
Transportation
Use
Disposal
Lifetime?The point of this example is: How should we calculate it or communicate it? How would anyone know? How is a customer supposed to figure this out?
We don’t know! We don’t have access to the necessary data!
Which is better for the environment?
Paper Cup Ceramic Mug
Which is better for the environment?
Paper Cup Ceramic Mug
1-69 uses70 uses
71+ uses
This is the value of reuse
paper cup vs. 70 uses ceramic, 36 for glass
Design for Environment (DFE)
Designing to minimize the environmental impacts associated
with a product (or service)
Sustainable Product Development Fall 2007
Doesn’t include social issues
While Sustainability is more than just DfE, DfE strategies include:
• Design for Disassemby (DFD)
• Design for Recycling (DFR)
• Modular Design
• Designing Products as Services
• Dematerialization
Sustainable Product Development Fall 2007
Design for Environment (DFE)
End-of-Life Strategies
• Reuse
• Service
• Remanufacture
• Recycling with Disassembly
• Recycling without Disassembly
• Disposal
Design Strategies• Robust design
• Modular Architecture
• Design for disassembly (DFD)/ Design for recycling (DFR)
• Designing products as services
• Dematerialization and material selection
• “Timeless Design”
Sustainable Product Development Fall 2007
Design for Environment (DFE)
Reduce or speed disassembly by:– Minimizing number of parts– Creating multi-functional parts– Avoiding springs, pulleys, harnesses– Locating un-recyclable parts in one subsystem– Locating valuable parts in an easily accessible place– Designing parts for stability during disassembly
Allow for service, upgrade and reuse by:– Making designs as modular as possible– Designing reusable platforms and modules
Encourage more remanufacturing by– Using remanufactured parts– Specify reusable shipping or consumables containers
Sustainable Product Development Fall 2007
Material Selection Guidelines:Simplify the recycling process
Minimize the number of different types of materialsFor attached parts, standardize on the same or a
compatible materialMark the material type on all partsAvoid composite materialsUse low alloy metalsIf same metal can’t be used, fasten parts togetherClearly mark hazardous parts
Encourage more recycling Avoid regulated and restricted materials Use recycled materials
Use materials that can be recycled Wood and Otto
Design for Environment (DFE)
Sustainable Product Development Fall 2007
Fastening Guidelines:Make disassembly as efficient as possible by:• Minimizing the number of fasteners
• Minimizing the number of fastener types
• Making fasteners easy to remove
• Making fastening points easy to access
• Using fasteners of material compatible with parts connected (to avoid disassembly)
• Minimizing number and length of interconnections
• Designing connections to be easy to break
Make the product more recyclable by:• Making incompatible parts separable
• Eliminating adhesives
Wood and Otto
Design for Environment (DFE)
Sustainable Product Development Fall 2007
Energy Efficiency Guidelines:
Wood and Otto
Guideline Reason
Specify best-in-class energy efficiency component
Reduces energy usage and societal fossil fuel consumption
Have subsystems power down when not in use Ditto
Permit users to turn off systems in part or whole
Ditto
Make parts whose movement is powered as light as possible
Less mass to move requires less energy
Insulate heated systems Less heat loss requires less energy
Solar powered electronics are better Does not create harmful by-products
Choose the least harmful source of energy Reduce harmful by-products
Avoid non-rechargeable batteries Reduce waste streams
Encourage use of clean energy sources Reduce harmful by-products
Design for Environment (DFE)
Modular DesignSustainable Product Development Fall 2007
Eric Masanet, 2003
NaturalResourceExtraction
Raw Materials
Production
ProductManufacturing Use
End ofLife
FRIA Refrigerator
Can be built into wall with external exposure to utilize cool outdoor air
Modular compartment design allows for selective, “as needed” cooling
Convex shape minimizes surface-to-volume ratio to minimize housing losses (up to 80% in current refrigerators)
Advanced, non-CFC containing insulation is used to maximize insulating ability
Reduced compressor loads lead to long product life (up to the lifetime of house)
Up to 50% more energy efficient than current refrigerators
Fact: Refrigerators consume 10-15% of all household energy in the United States [DOE]
Modular DesignSustainable Product Development Fall 2007
Eric Masanet, 2003
NaturalResourceExtraction
Raw Materials
Production
ProductManufacturing Use
End ofLife
Whirlpool Front Load Washer
Front-loading design uses up to 40% less water per cycle than top-loading designs
Polymer-based barrel and reduced water requirements led to improved energy efficiency and longer component – and hence product - lifetimes
Fact: The average American household consumes more than 500 gallons of water per day! [Pacific Northwest National Lab]
Modular DesignSustainable Product Development Fall 2007
Eric Masanet, 2003
NaturalResourceExtraction
Raw Materials
Production
ProductManufacturing Use
End ofLife
Patagonia Synchilla Jacket
Use of 100% recycled plastics reduces demand on virgin polymers and diverts plastic waste from landfills and incinerators
Seamlessly met existing customer needs and market demands using a green approach to ensure economic viability (e.g., not a green technology “push”)
Fact: 333,500 tons of plastic soft drink bottles are landfilled each year in the United States [American Plastics Council]
Reduce
Reduce
Dematerialization:
• Weight and mass of materials• Detoxification of materials• Energy of production• Energy of transportation
Reduce
Dematerialization:
Apple iPod
Substitution:
Less expensive and more sustainable:
• Raw materials• Components• Energy sources
Reduce
Eco-efficiency:
Leveraging technological and process changes generate solutions with more value and greater efficiency.
Reduce
(efficiency now)
Eco-efficiency:
Reduce
Herman Miller Mirra Chair
Localization:
• Reduce transportation energy and emissions
Reduce
Localization may not always be better (it depends on the resources and abilities of different locales)
Transmaterialization:
• Transform products into services• Whole system solution to needs• More meaningful offerings
Reduce
Transmaterialization:
Reduce
Interface Carpets
Sustainable Product Development Fall 2007
Fact: 2.5 million tons of carpet are landfilled each year in the United States! [Minnesota EPA]
Though it’s been a failed approach, Interface, after detoxifying its production process, tried to sell carpet as a service, rather than merely a process. Their proposal was to sell floor covering and its upkeep, rather than the product itself. They would service the carpeting, keeping it in good condition for the term of the service contract. When the carpet (or parts of it) needed replacing, they would replace the portion and recycle it.
Transmaterialization:
Reduce
Apple iTunes Music Store
Reuse
Reuse
Extending product life:
• Higher quality/longer lasting• Servicable• Upgradable• Component service• Rental system (components and/or offering)
Reuse
City Car Share
Extending product life:
Reuse
Design for Reuse:
Reuse of:• Materials• Energy• Components• Function
Reuse
Design for Reuse:
Artecnica Bottles
Recycle
Recycle
Design for Disassembly:
• Product redesign• Labeled components• Uni-material components
RecycleSustainable Product Development Fall 2007
Eric Masanet, 2003
Computer Plastics Recycling Process
Incoming Batch
DisassemblePlastics
Sort Recycle
RecycleSustainable Product Development Fall 2007
Eric Masanet, 2003
ManualDisassembly
MechanicalDisassembly
Processing Technology Options:
Incoming Batch
Manual
Disassembly
Mechanical
Sort Recycle
RecycleSustainable Product Development Fall 2007
Eric Masanet, 2003
ManualDisassembly
MechanicalDisassembly
ManualSorting
AutomaticSorting
Processing Technology Options:
Incoming Batch
Manual
Disassembly
Mechanical
Sorting
Manual
AutomaticShip
Shred Recycle
RecycleSustainable Product Development Fall 2007
Eric Masanet, 2003
ManualDisassembly
MechanicalDisassembly
ManualSorting
AutomaticSorting
Processing Technology Options:
Incoming Batch
Manual
Disassembly
Mechanical
Sorting
Manual
AutomaticShip
Shred
Ship
Shred
Disposition
Recycle
Incinerateor Landfill
Scrap Purchase
Specifications
Acceptable Polymer(s)
Acceptable Grade(s)
Acceptable Color(s)
Minimum Purity %
Maximum % Paints
Maximum % Metals
Purchase Price/kg
Purity = MTM
MTM + MNTM
100
RecycleSustainable Product Development Fall 2007
Eric Masanet, 2003
• Use materials identification labels
• Avoid permanently attached, dissimilar materials
• Design for ease of disassembly (snap fits vs. screws)
• Use only one polymer type per product
• Use only one polymer-color combination per product
• If necessary, use compatible combinations of polymers
• Avoid paints and lacquers
• Avoid labels or use compatible labels
• Choose high-value plastics
• Avoid density overlaps between different polymers
Recycle
Closed-loop Systems:
• Process redesign• Take-back programs• Eco-industrial parks/ industrial estates
Recycle
Eco-effectiveness:
• Cradle-to-Cradle• Upcycling• Packaging
Cradle to Cradle
Reusability and Recyclability doesn’t matter, actually reusing and recycling does.
Therefore, even solutions don’t matter unless they is, at least, a system to make that solution happen, including a service ecology, education, awareness, and examples. > Cradle to Cradle book
• User-centric (design and user research)• Strategic/whole-systems perspective• Integrating frameworks into the process• Innovation• Iterative/prototyping (experience, paper, working, etc.)
Sustainable DevelopmentProcess
Sustainable DevelopmentProcess
What business should we be in?What should we make/offer?
How should we make it best?
Sustainable Product Development Fall 2007
Sustainable Product Development Fall 2007Sustainable Product Development Fall 2007
Sustainable Product Development Fall 2007
BreadthProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
IntensityReflexHabitEngagement
DurationInitiation
ImmersionConclusion
Continuation
TriggersSenses:SightSoundSmellTasteTouchCognitive:ConceptsSymbols
InteractionPassiveActiveInteractive
SignificanceMeaningStatus/IdentityEmotion/LifestylePriceFunction
makingmeaning.org
More Meaningful Offerings
Do people who buy more meaningful offerings (products, services, experiences, etc.) tend to buy fewer things?
Measuring Results
• Testing• Labeling and Rating Systems• Molecular-based LCA• Tools• Regulation (a tool)
Measuring Results
Reveal Rating System
Others in the works: Taoit, Alonovo.com, BetterWorldShopper.com, Ethiscore.org, Wiser Business, SBAR (Natural Logic), Cradle-to-Cradle Certification.
NGO ratings: corporatecrritic.org, buyblue.org, responsibleshopper.org, Hrc.org
Measuring Results
www.revealinfo.com
In the future, consumers may have access to this information in a variety of places--but not for awhile.
Declaring Results
• Green washing• Does your brand reflect these values?• Does your company reflect these values?• Don’t spend more declaring your results than the results themselves are worth• It may be easier to “sell” efficiency or health than sustainability
Less (Material)More (Meaning)
LocalNo PVC
SlowHealthy
Basic check list:
ResourcesNatural Capitalism, Hawken, Lovins, LovinsDesign + Environment, Gertsakis, et alCradle To Cradle, McDonough, BraungartThe Total Beauty of Sustainable Products, DatschefskiDesign for the Real World, PapanekWorldchanging, SteffenDesign for Environment, Fikselwww.sustainabilitydictionary.comwww.mcdonough.comwww.biothinking.comwww.soka.ch/lca.htmwww.o2.orgwww.ce.cmu.edu/GreenDesigncgdm.berkeley.eduwww.engineeringpathway.com