Tonight’s sermon:
The elephant in the attic
Good news everybody!
Two numbers
Three basic strategies
Designing interactions
What You Can Do

Quiz: anyone born in 1980 or
later?

By the year 2050, the
average ecological
impact of economy must
reduce by 93%

By the year 2050, the
average ecological
impact of economy must
reduce by 93%
Source: Worldwatch Report 2008

Growth in (unchecked) Complex Systems
Population
Time

Growth in (unchecked) Complex Systems
Population
Time

Growth in (unchecked) Complex Systems
Population
Time

Growth in (unchecked) Complex Systems
Population
?
Time

By the year 2050, the
average ecological
impact of economy must
reduce by 93%
(c) Apple. Source: Worldwatch Report 2008

By the year 2050, the
average ecological
impact of economy must
reduce by 93%
(c) Apple. Source: Worldwatch Report 2008

The good news:

= $40 trillion business
Source: International Energy Agency

= $40 trillion business
Source: International Energy Agency

Two numbers:

85 % of Finnish retailers want
more ‘green’ products (Q1/08)
Source: Seos research

75 % of U.S. consumers prefer
greener alternatives (Q4/08)
Source: Hartman Group

Example case: what is ‘green?’

(c) Black & Decker

Total lifecycle impact:

Total lifecycle impact:
Manufacturing: 3 %

Total lifecycle impact:
Manufacturing: 3 %
Lifetime energy used: 96 %

Three basic strategies:

1) Reduce impact

(c) Siemens

1) Reduce impact
2) Change behavior

(c) DIY Kyoto

1) Reduce impact
2) Change behavior
3) Decouple value from things

c) Cyberloom.wordpress.com

1) Reduce impact
2) Change behavior
3) Decouple value from things

Sustainable design =
sensible design

interaction design interaction

interaction design interaction

interaction design interaction
between people and
their environment

Help people interact positively
= services and UI

Help people interact positively

Emotional Attachment to Products
Attachment
Time

Emotional Attachment to Products
Attachment
Time

Emotional Attachment to Products
Attachment
?
Time

What can you do?

Design interactions, that

Design services and interactions that: ✔✘
Increase awareness
Provide improved operational control
Improve the utilization rate
Enable environmental impact management
Extend the lifetime of products or equipment
Increase emotional attachment
Encourage redesign
Enable re-use or recycling
Create a market for unused capacity
Substitute for physical activities
AND MAKE THESE OPTIONS ATTRACTIVE!
For more, mail janne@seos.fi