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APDF Exchange Presentation

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This is the presentation I gave at the Association for Professional Design Firms in Portland in May of 2009.

This is the presentation I gave at the Association for Professional Design Firms in Portland in May of 2009.

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  • 1. The Future of Design: Meaning and Sustainability May Change Everything Nathan Shedroff May 2009
  • 2. DESIGN SUSTAINABILITY BUSINESS
  • 3. DESIGN SUSTAINABILITY • Increased awareness & • Increased awareness respect in the business • Increased prices world • Increased transparency • Increased integration in BUSINESS academia • Increased competition • Increased documentation (globally & locally) • Increased desire for innovation • Economic crisis • Ubiquity in techniques
  • 4. DESIGN SUSTAINABILITY BUSINESS
  • 5. DESIGN SUSTAINABILITY EXPERIENCE BUSINESS
  • 6. DESIGN SUSTAINABILITY MEANING EXPERIENCE BUSINESS
  • 7. What are the pressing questions for our industries for these times?
  • 8. What are the pressing answers for our industries for these times?
  • 9. What’s a more sustainable world look like?
  • 10. “In a stable economy, sustainability is the competitive advantage strategy. In a down economy, sustainability is the turnaround strategy. In a collapse, sustainability is a survival strategy.” Hunter Lovins, 2009
  • 11. MONEY SOCIAL JUSTICE NATURAL RESOURCES
  • 12. The Aeschlimans, 1948
  • 13. We need: Think in systems New conversations with our clients A focus on efficiency, value, and health A focus on services/benefits, not products Better assessment tools & metrics More transparency & accountability Engage diverse stakeholders Work in multidisciplinary teams Redefine “conservative”
  • 14. Tools: Sustainability Helix Integrate Bottom Line Okala™ Curriculum sustainableminds.com www.eiolca.net www.nationalgeographic.com/greendex
  • 15. Sustainability Helix Governance and Management Stakeholders & Communities Operations and Facilities Design and Process Innovation Human Resources and Corporate Culture High degree of organizational alignment Marketing and Communications Partnerships and Stakeholder Engagement Stage 0: Stage 1: Stage 2: Stage 3: Stage 4: Unsustainable Exploration Experimentation Leadership Restoration “Business as Usual”
  • 16. What’s more meaningful world look like?
  • 17. Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  • 18. Price/Value Experience Commodity Product Service Event/Environment
  • 19. Duration Initiation Immersion Intensity Conclusion Reflex Continuation Habit Triggers Engagement Senses: Sight Sound Smell Taste Breadth Touch Product Cognitive: Service Concepts Brand Symbols Name(s) Channel/Environment (Space) Promotion Price Interaction Passive Significance Active Meaning Interactive Status/Identity Emotion/Lifestyle Price Function
  • 20. Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  • 21. We need to: Engage diverse stakeholders Think in systems Engage customers deeply Focus on experiences, instead of artifacts Speak the language of business Work in multidisciplinary teams
  • 22. Tools: Meaning Model Experience Model makingmeaning.com
  • 23. What’s a post-consumer world look like?
  • 24. In a consumer world: consumption = happiness
  • 25. We need to: Think in systems Engage diverse stakeholders Work in multidisciplinary teams Focus on experiences, instead of artifacts Create new visions of the world Create new economic models Create new roles for advertising Create new corporate charters
  • 26. Tools: covive.com/gri grossnationalhappiness.com B-Corp & Corp2020 ???
  • 27. DESIGN SUSTAINABILITY MEANING EXPERIENCE BUSINESS
  • 28. The (new) beginning