L'intervento che descrive il progetto “Low carbon lifestyles – enabling behavioral change” realizzato da Experientia e presentato a UXconference 2012

1. Making sense of the world
Engaging people in sustainable living and planning
Jan-Christoph Zoels

2. CASE STUDY 2010 —
Low2No
Low carbon living - Sitra/SRV. As part of a team made up Location
of international engineering and planning firm Arup Jätkäsaari, Helsinki, Finland
23,000 m2 residential
(London) and architectural firm Sauerbruch Hutton
6,000 m2 office & incubator
(Berlin), Experientia won an international competition to
1,600 m2 retail and services
develop a building block in the city of Helsinki, Finland,
which will have low or no carbon emissions. Clients
Sitra, Finnish Innovation Fund
It has an integrated approach to energy efficiency, with high SRV, developer
architectural, spatial and social values and constructed VVO, housing agency
with sustainable materials, methods & operations.
Time frame
Jätkäsaari covers a plan area of 100 hectares of mixed-use 2009 Competition, 1st prize
development and infrastructure and will house circa 16,000 2010–11 design phase
2014 Completion
inhabitants and 6,000 new jobs. www.low2no.org
Designed by Experientia 2

3. An architectural rendering by Sauerbruch Hutton of
the future low-to-no carbon district.

4. CASE STUDY 2010 —
Low2No
Title
Create value through innovative processes. Our approach
Experientia is responsible for the workstream “Low carbon Ethnographic research
User & stakeholder interviews
lifestyles - enabling behavioral change”, designing energy
Personas & scenarios
demand management solutions such as advanced smart
Concept design
meters, mobile applications and services as well as designing Participatory design workshops
and coordinating “mixed use” service offerings. Prototype development
Strategic communications
Participatory design processes with stakeholders, local
entrepreneurs and future residents ensure the fit within the
Our deliverables
Finnish culture. Research analysis
Behavioral change models
Personas & scenarios
Concept development
Interactive prototypes
Designed by Experientia 4

5. Why
CASE STUDY 2010 — 40% carbon reduction in construction phase compared to
Low2No Business As Usual (BAU).
Ability to control 18-25% of the 67-year footprint
Influence another 10%.
Copyright Arup

6. CASE STUDY 2010 —
Low2No
European Union Performance of Buildings Directive.
2020: new buildings in the EU will have to consume 'nearly zero'
energy and the energy will be 'to a very large extent' from
renewable sources.
Public authorities - set an example by building, buying or
renting such 'nearly zero energy building' as of 31 December 2018.
EU regulations on internal energy markets (25.06.09).
“Implementing intelligent metering systems with a target of 80% of
the population covered by 2020. The installation of smart meters
allows consumers to be informed precisely of their consumption and
promotes energy efficiency.”
Designed by Experientia 6

7. CASE STUDY 2010 —
Low2No
Why? Raising people’s quality of life, Increase quality of life
Favor agency of individuals
while reducing carbon emissions.
Increase utility
Enable responsiveness/control
Provide transparent choices
An analysis by Climate Change Capital suggests that
Further social cohesion
è building sales price increases by 8% Build sense of achievement
è rental value rise by 16 to 20% Foster social status
Expand aesthetic value
Enabler: reduced costs
Financial Times: Upfront costs remain the biggest barrier; 13.9.2010 pg 8

8. CASE STUDY 2010 —
Low2No
Strategy and approach: Positive cycle of social Support low carbon lifestyle
choices
interaction, awareness and incentives
Reliable information
è Invite people into a positive behavioral cycle through Attractive services
information-intensive social interactions and incentives. Convenient choices
è Provide a multifaceted, easy and convenient set of Rewards and incentives
sustainable consumption choices. Social approvals
Sense of achievement
Designed by Experientia 8

9. CASE STUDY
Experientia 2010 —
Design
Low2No
process
Connectivity and citizen engagement Strategic interventions
è Involve local entrepreneurs in developing a competitive Awareness and engagement
ecosystem of products, services and initiatives Self assessment
è Favour spontaneous participation in the decision making Community action
process Cultural leadership
è Support stakeholders in creating a synergic team and
sharing a common business code
è Engage local residents through collaborative and
participative activities
Designed by Experientia

10. Create value through innovative processes.
Designing low carbon lifestyles - enabling behavioral change
CASE STUDY 2010 —
Low2No
Decision making
Open yard
Creative workshop Mock-up
Service prototype Blog
Interviews
Scenario workshop Experience prototype
Guided tour
Analysis User observation
Planning for real
Post-occupancy
Cultural probe evaluation
Definition > Concept > Design > Production info > Construction > Post-occupancy

12. Tell them and they’ll forget;
Demonstrate and they’ll remember;
Involve them and they’ll understand”
Geller, 1989

13. Awareness Empowerment Ownership
Public Inform Consult Involve Collaborate Empower
participation
goal
Main
features
Promise
to people
Reference
methodologies
*
Designed by Experientia Increasing level of public impact
Increasing level of public engagement

14. CASE STUDY 2010 —
Low2No
Drivers of behavioral change.
Environmental & life constraints Cultural framework
è Heating & cooling conditions è Commitment of the public administration
è Transport conditions è Continuous monitoring/maintenance programs
è Light conditions è Incentives for healthy behaviors
è Water and food supply è Continuous improvement programs
Motivation and belief Architectural and interface affordances
è Green values è Space usage conditions (shared/public/private)
è Consumption behaviors è Tracking of/feedback on energy/water/food
consumption models
è Transport behaviors
è Situation awareness of the habits and behaviors of
è Knowledge and awareness
other consumers (community of peers)
Social pressure and constraints
è Degree of acceptance of green values
è Degree of awareness on the evolution of pollution conditions
è Degree of knowledge of behavioral impact on climate

15. CASE STUDY 2010 —
Low2No
Title
Facilitating and enabling behavioral change.
Engagement and Awareness Community actions
è Make behavioral change easier and convenient è Utilize social reputation as behavioral enforcer
è Present meaningful and contextual information è Co-monitor to effect policy change
è Enable choices è Share common values
è Create tools for evaluation è Create a pool of shared knowledge
è Facilitate cognitive, emotional and sensorial è Enable support networks
appraisal
Self assessment Leading by example
è Translate understanding into actions è Facilitate open dialogue between public/private
è Set targets to make information measurable è Make backstory transparent
and actionable è Create public incentives to sustain change
è Simulate impact or alternatives è Model behaviors
è Provide immediate feedback è Provide feedback loops to constantly refine
è Reward to create and sustain change processes and policies
Designed by Experientia 15

16. Scenario and persona based approach.
CASE STUDY 2010 —
Low2No

18. CASE STUDY 2010 —
Low2No
Title
50 behavioral change solutions. Experientia designed
fifty initial ideas for tools and services that could facilitate
behavioral change in Jätkäsaari.
These included:
• technological solutions, such as • public installations, such as
smart meters, dynamic pricing systems, artworks catalyzing energy
and data on cost and peak usage; consumption reduction;
• participatory solutions, such as • business initiatives to encourage
games, competitions, workshops and private and public entities to get
websites; involved.
Designed by Experientia 18

20. 2010 —
Low2No
Commercial, mobility and social services
complement the behavioral change intervention.

21. 2010 —
Low2No

22. CASE STUDY 2010 —
Low2No
Services: The Food Hub. A “Food Hub”, offering services
related to the purchase, consumption and sharing of food,
an ethical and sustainable alternative to the products commonly
offered in the Finnish market.
è Purchase: a sales point and open market to buy biological
and seasonal products provided by a network of local producers
(Community Supported Agriculture scheme);
è Consumption: a 0-miles restaurant, with catering services
and a cafeteria providing biological products;
è Sharing: cooking courses, a meeting room for cooking lessons
and informal work meetings, and a green house.
Designed by Experientia 22

23. CASE STUDY 2010 —
Low2No
Services: Eco-laundry. Uses highly efficient practices
and detergents with a low environmental impact.
It provides:
è a support service for reusable diapers for individuals and the
daycares in the region;
è services and lessons in sewing, washing and caring of textiles;
è home delivery for individuals and businesses in the area.
Designed by Experientia 23

24. CASE STUDY 2010 —
Low2No
Services: communal sauna. An eco-friendly response to
the presence of a private electric sauna in most Finnish homes.
The sauna will be a traditional, wood-fueled sauna, providing
spaces for families, friends and small work groups.
Communal areas will be furnished with fires and wood logs,
with catering provided by the Food Hub.
The heat generated by the sauna will be reused to heat local
greenhouses.
Designed by Experientia 24

25. CASE STUDY 2010 —
Low2No
Live & work. In collaboration with various stakeholders
Experientia conceptualized incubator, live&work and office
facilities. A living lab arrangement will test resulting outcomes.
The co-working/incubator space will serve three needs:
è incubating start-ups related to Sitra’s innovation programs;
è hosting micro start-ups selected by venture funds or external
innovation programs;
è desk-sharing of professionals from the “public”.
Designed by Experientia 25

26. CASE STUDY 2010 —
Low2No
Advanced smart meters. The Low2No concept prototype
is a holistic, people-centered, advanced smart meter.
We have envisioned an empowering smart meter that tracks
personal carbon footprint, offers handy tips to reduce it and
connects people to a like-minded community.
User requirements:
è Provide contextual realtime feedback
è Analyze personal consumption (energy, water, waste, etc.)
è Incentivize reduced consumption through social reward systems
è Integrate controls - holistic approach
è Design intuitive and meaningful interface controls
Designed by Experientia 26

27. CASE STUDY 2010 —
Low2No
Check, Compare, Act. We identified core tasks
a smart meter must enable:
è Check personal energy consumption information, People need clear, quickly
understandable information,
raising awareness and understanding of real-time visualized in a way that
makes sense to them.
consumption;
è Compare personal consumption with peers, Ability to compare
behaviors, products,
past behaviors, goals, patterns and trends, services, etc. to averages
and comparisons between similar offerings; and goals.
è Act to control consumption, through interactions Build from short-term to
long-term changes.
offering personalized real-time tips and the ability
to program and modify household settings.
Designed by Experientia 27

28. CASE STUDY 2010 —
Low2No
Fast changing smart metering landscape. Nest learning thermostat
”NEST learns from your
è Large scale role-outs in US, Europe, Asia temperature adjustments,
programs itself to keep you
è Efficiency gains for energy providers, less impact on end comfortable, and guides you to
users. Why? energy savings. You can
control the thermostat from
è New entrants into market: Navetas, Intel, Belkin, GE, anywhere using a smartphone,
tablet or laptop, and Nest
Nest, etc. never stops learning, even as
your life and the seasons
è Market exit: Google Powermeter, Microsoft Home. Why? change.”
è Emergent technologies: energy disaggregation,
behavioral learning apps
è Extensive market research
Designed by Experientia 28

29. CASE STUDY 2010 —
Low2No
Insights to improve end user experience.
è People use circa 1min a day to monitor energy consumption
è Realtime feedback is effective: 5-15% energy reduction
(Oxford Uni, Uni of Otago)
è Provide motivation to reduce consumption: positive feedback
cycle, show top 5 - 9 appliances, tips for energy consumption, goal
setting tools
è Simplicity of data comparison: less than 7 data points
è Influence of display medium impact on customer actions:
in-home displays 28%, web portal 9% (Fraunhofer USA)
è Connect energy consumption to everyday life: open API,
measurable results, continued engagement, social network integration
è Engage people in installation process
Designed by Experientia 29

30. CASE STUDY 2010 —
Low2No

38. CASE STUDY 2010 —
Low2No
Developing applications for smart phones can drive the
impact further.
As the device is more personal both in terms of data and
emotion, the way in which people interact with the Smart
System can be made more spontaneous and enjoyable.
Designed by Experientia 38

40. CASE STUDY 2010 —
Low2No
Award-winning service design. Experientia's service platform
design for Low2No won the prestigious Italian National Prize
for Innovation in Services, 2011.
The Low2No service platform will contribute to making
sustainability an integral part of the daily activities and lives
of the residents and workers of the area.
Experientia worked with carefully selected local entrepreneurs
to design multiple businesses with a good fit with the soul and
mission of the zone.
Designed by Experientia 40

42. Experientia
Torino (HQ)
Via Cesare Battisti 15
10123 Torino
Italia
T +39 011 812 9687
F +39 011 813 4121
info@experientia.com
www.experientia.com