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Service Design Berlin KKLD / MARCH 22, 2017 Circular Economy

Circular Economy / Service Design Drinks

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Page 1: Circular Economy / Service Design Drinks

Service Design Berlin

K K L D / M A R C H 2 2 , 2 0 1 7

Circular Economy

Page 2: Circular Economy / Service Design Drinks

Katrin Business Analyst, CSC

Who is inviting?

Olga Business Consultant, Fuxblau

Mauro CEO & Designer, Boana

Martin Service Designer, UK Gov

Manuel Service Designer, Fuxblau

Page 3: Circular Economy / Service Design Drinks

Activities of Service Design Berlin

Service Design Drinks

Service Experience Camp

The Service Gazette

Page 4: Circular Economy / Service Design Drinks

Who’s hosting?

Page 5: Circular Economy / Service Design Drinks

What’s the agenda?

Input Exercise Mingling

Page 6: Circular Economy / Service Design Drinks

Available globally

Page 7: Circular Economy / Service Design Drinks

Who’s talking?

Christian Rudolph Circular Economy expert and owner of nextcycle@nxtcycle

Page 8: Circular Economy / Service Design Drinks

circulareconomyconsulting

Page 9: Circular Economy / Service Design Drinks

Afghanistan

Albania Algeria

Angola

Argentina

Armenia

Australia

Austria

Azerbaijan

Bahrain

Bangladesh

Belarus

Belgium

Benin

Bhutan

Bolivia

Bosnia and Herzegovina

Botswana

Brazil

Bulgaria

Burkina Faso Cambodia Cameroon

Canada

Chad

Chile

China

Colombia

Congo (Brazzaville)

Congo (Kinshasa)

Costa Rica

Croatia

Cyprus

Czech Republic

Denmark

Dominican Republic

Ecuador Egypt El Salvador

Estonia

Ethiopia

Finland

France

Gabon

Georgia

Germany

Ghana

Greece

Guatemala

Guinea

Haiti

Honduras

Hungary

India

Indonesia

Iran

Iraq

Ireland

Israel

Italy

Jamaica

Japan

Jordan

Kazakhstan

Kenya

Kuwait

Kyrgyzstan

Latvia

Lebanon

Lesotho

Liberia

Libya

Lithuania

Luxembourg

Macedonia

Madagascar

Malawi

Malaysia

Mali

Mauritania

Mauritius

Mexico

Moldova

Mongolia

Montenegro

Morocco

Mozambique

Myanmar

Namibia

Nepal

Netherlands

New Zealand

Nicaragua

Niger

Nigeria

North Cyprus

Norway

Pakistan

Panama

Paraguay

Peru

Philippines

Poland

Portugal

Qatar

Romania

Russia

Rwanda

Saudi Arabia

Senegal

Serbia

Sierra Leone

Singapore

Slovakia

Slovenia

Somalia

South Africa

South Korea

Spain

Sri Lanka

Sweden

Switzerland

Syria

Tajikistan

Tanzania

Thailand

Togo

Trinidad and Tobago

Tunisia

Turkey

Turkmenistan

Uganda

Ukraine

United Arab Emirates

United Kingdom

United States

Uruguay

Uzbekistan

Venezuela

Vietnam

Yemen Zambia

Zimbabwe

0

2

4

6

8

10

12

3,000 3,500 4,000 4,500 5,000 5,500 6,000 6,500 7,000 7,500 8,000

Ecol

ogic

al F

ootp

rint:

Glo

bal H

ecta

res

per C

apita

(201

2)

UN Happiness Index (2017)

ECOLOGICAL FOOTPRINT VS. UN HAPPINESS INDEX

Page 10: Circular Economy / Service Design Drinks

Steve Howard, Head of Sustainability at IKEA

In the West we have probably hit peak stu!. We talk about peak oil. I’d say we’ve hit peak sugar,peak red meat, peak stu!, peak furniture.

Quoted from: http://www.independent.co.uk/news/business/news/ikea-boss-says-we-don-t-need-more-furniture-a6819471.htmlImage Source: Je! Pachoud/AFP/Getty Images

Page 11: Circular Economy / Service Design Drinks

We see second-hand A380s as an attractive opportunity.Willie Walsh, CEO of IAG (British Airways & Iberia)

Quote & Image Source: http://www.fastcoexist.com/3051869/google-is-planning-for-a-zero-waste-circular-economy

Page 12: Circular Economy / Service Design Drinks

Recycling & Circular EconomyWhy Circular Economy is more than just Recycling Reloaded

The Internet of Things could become the ‘soul’that animates objects in the circular economy.Kenneth Cukier, Data Editor at the Economist & Author of bestseller “Big Data”

Quote Source: Intelligent Assets: Unlocking the circular economy potential, Ellen Mac Arthur FoundationImage Source: http://www.fastcoexist.com/3051869/google-is-planning-for-a-zero-waste-circular-economy

Page 13: Circular Economy / Service Design Drinks

Our goalis to embed

circular economyinto the fabric of Google.

Kate Brandt, Sustainability Lead at Google

Quoted from: http://www.bloomberg.com/news/articles/2016-01-18/iag-could-lease-used-a380s-as-walsh-says-new-aircraft-too-priceyImage Source: http://aviationweek.com/site-"les/aviationweek.com/"les/uploads/2015/05/A380RC_2_Airbus.jpg

Page 14: Circular Economy / Service Design Drinks

What’s a Circular Economy?De!nition

product factory

service provider

user

resource facility

resource

waste

design for

longev

ity

design for serv

ice

design for re-use

design for material re

covery

User(s)

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

De!nition

A circular economy aims to be restorative by design. At the core, the objective is to move away from the “take, make, waste” linear system by designing, using and optimising product-service-systems and business models for multiple cycles of disassembly and reuse before conventional recycling.

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Page 15: Circular Economy / Service Design Drinks

product factory

service provider

user

resource facility

resource

waste

design for

longev

ity

design for serv

ice

design for re-use

design for material re

covery

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

EnablingTechnologies

Reverse Logistics

ProductDesign

Product as a Service

Refurbish Remanufacture

Share, Repair, Reuse

Recycle

Building Blocks Business Models

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Page 16: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

VALUE DESTRUCTION

partsmanufacturer

productmanufacturer

serviceprovider

usermaterialmanufacturing

land"ll orincineration

Value creation & destruction in linear economicsgoods/product/material-dominant logic

MATERIAL ENERGY LABOUR

VALUE CREATION

Page 17: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

MATERIAL ENERGY LABOUR

partsmanufacturer

productmanufacturer

serviceprovider

user(s)materialmanufacturing

land"ll orincineration

MATERIALVALUE CREATION

Value creation & preservation in circular economicsservice/performance/user-dominant logic

Value Preservation

Use

r Val

ue C

reatio

n

USER VALUE CREATION

Page 18: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

MATERIAL ENERGY LABOUR

partsmanufacturer

productmanufacturer

serviceprovider

user(s)materialmanufacturing

land"ll orincineration

Value creation & preservation in circular economicsservice/performance/user-dominant logic

Value Preservation

Use

r Val

ue C

reatio

n

CIRCULAR ECONOMY DOMAIN optimised for use

LINEAR ECONOMY DOMAIN optimised for selling stu"

CIRCULAR ECONOMY DOMAIN optimised for use

Page 19: Circular Economy / Service Design Drinks

product factory

service provider

user

resource facility

resource

waste

design for

longev

ity

design for serv

ice

design for re-use

design for material re

covery

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

EnablingTechnologies

Reverse Logistics

ProductDesign

Product as a Service

Refurbish Remanufacture

Share, Repair, Reuse

Recycle

Building Blocks Business Models

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Page 20: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Product DesignCE Building Blocks

product factory

service provider

user

resource facility

resource

waste

design for

longev

ity

design for serv

ice

design for re-use

design for material re

covery

User

Product Manufacturer

Service Provider

Waste

Raw Materials

Suppliers

Product Design

Splosh

Fairphone

Page 21: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Enabling TechnologiesCE Building Blocks

product factory

service provider

user

resource facility

resource

waste

design for

longev

ity

design for serv

ice

design for re-use

design for material re

covery

User

Product Manufacturer

Service Provider

Waste

Raw Materials

Suppliers

Product

EnablingTechnologies

MyScio

Provenance Blockchain

Page 22: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Reverse LogisticsCE Building Blocks

product factory

service provider

user

resource facility

resource

waste

design for

longev

ity

design for serv

ice

design for re-use

design for material re

covery

User

Product Manufacturer

Service Provider

Waste

Raw Materials

Suppliers

Product

Reverse Logistics

Rubicon Global

I:CO Take Back System

Page 23: Circular Economy / Service Design Drinks

product factory

service provider

user

resource facility

resource

waste

design for

longev

ity

design for serv

ice

design for re-use

design for material re

covery

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

EnablingTechnologies

Reverse Logistics

ProductDesign

Product as a Service

Refurbish Remanufacture

Share, Repair, Reuse

Recycle

Building Blocks Business Models

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Page 24: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Share, Repair, ReuseCE Business Models

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

iFixit Repair Manuals

Page 25: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Share, Repair, Reuse

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

Nudie Jeans

CE Business Models

Page 26: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Product as a Service

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

Vigga

CE Business Models

Page 27: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Product as a Service

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

Philips Light Leasing

CE Business Models

Page 28: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Refurbish, Remanufacture

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

Caterpillar Reman

CE Business Models

Page 29: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Refurbish, Remanufacture

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

Braiform

CE Business Models

Page 30: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Recycle

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

Epson PaperLab

CE Business Models

Page 31: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

Recycle

User

Product Manufacturer

Service Provider

Waste

Raw Material

Suppliers

Product

Apple Liam

CE Business Models

Page 32: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

MATERIAL ENERGY LABOUR

partsmanufacturer

productmanufacturer

serviceprovider

user(s)materialmanufacturing

land"ll orincineration

Value creation & preservation in circular economicsservice/performance/user-dominant logic

Value Preservation

Use

r Val

ue C

reatio

n

CIRCULAR ECONOMY DOMAIN optimised for use

LINEAR ECONOMY DOMAIN optimised for selling stu"

CIRCULAR ECONOMY DOMAIN optimised for use

Page 33: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

CE Enabler User XUser 1OEM ValueProposition

ValueCreation

ValuePreservation

Material Input

EoLWaste

SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES

TAKES BACK APPLIES APPLIES

Circular product-service-systemsSystemic Flowchart

CIRCULARITY AS DESIGN CONSTRAINToptimising products for use

DIFFERENTIATING USER 1 FROM USER X

REVERSE LOGISTICS EXPERIENCE

!nding the value (re)proposition designing reverse value chains

Page 34: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

CE Enabler User XUser 1OEM ValueProposition

ValueCreation

ValuePreservation

Material Input

EoLWaste

SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES

TAKES BACK APPLIES APPLIES

Circular product-service-systemsSystemic Flowchart

CIRCULARITY AS DESIGN CONSTRAINToptimising products for use

DIFFERENTIATING USER 1 FROM USER X

REVERSE LOGISTICS EXPERIENCE

!nding the value (re)proposition designing reverse value chains

Page 35: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

CE Enabler User XUser 1OEM ValueProposition

ValueCreation

ValuePreservation

Material Input

EoLWaste

SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES

TAKES BACK APPLIES APPLIES

Circular product-service-systemsSystemic Flowchart

CIRCULARITY AS DESIGN CONSTRAINToptimising products for use

DIFFERENTIATING USER 1 FROM USER X

REVERSE LOGISTICS EXPERIENCE

!nding the value (re)proposition designing reverse value chains

Page 36: Circular Economy / Service Design Drinks

Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle

CE Enabler User XUser 1OEM ValueProposition

ValueCreation

ValuePreservation

Material Input

EoLWaste

SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES

TAKES BACK APPLIES APPLIES

Circular product-service-systemsSystemic Flowchart

CIRCULARITY AS DESIGN CONSTRAINToptimising products for use

DIFFERENTIATING USER 1 FROM USER X

REVERSE LOGISTICS EXPERIENCE

!nding the value (re)proposition designing reverse value chains

Page 38: Circular Economy / Service Design Drinks

What is your favorite circular product or service?Try to deconstruct it with the following prototype of a pitch template for circular business models

Help me testing a Beta with this

Quick Exercise

Page 39: Circular Economy / Service Design Drinks

Circular Elevator Pitch

For

who want

that

by

Instead of

we

is a

UserPro!le

UserNeed(s)

MarketCategory

CircularStrategy

Enabling Service/Technology

Take-Make-Waste Option

ConceptName

.

.

, repair, reuse, remanufacture, recycle

Value Creation/ Preservation

Page 40: Circular Economy / Service Design Drinks

Circular Elevator Pitch

For

who want

that

by

Instead of

we

is a

UserPro!le

UserNeed(s)

MarketCategory

CircularStrategy

Enabling Service/Technology

Take-Make-Waste Option

Value Creation/ Preservation

ConceptName

.

.

, repair, reuse, remanufacture, recycle

prosuming tech-lovers

to have power over their mobile phone lifecycle

i!xit

let’s users repair their phones

giving access to curated repair manuals and providing repair tools

letting mobile phones go to waste when broken

enable users to prolong the lifecycle of their products

repair manual database

Page 41: Circular Economy / Service Design Drinks

Backup

Page 42: Circular Economy / Service Design Drinks
Page 43: Circular Economy / Service Design Drinks

Next Drinks: 12 April with LEGO Serious Play

Page 44: Circular Economy / Service Design Drinks

See you soon!

servicedesignberlin.de

@nxtcycle

@SD_Berlin

fb.com/servicedesignberlin