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Sustainability Awareness in DesignBridging the gap between designresearch and practiceOuti Ugas, Kausaali Oy            Tr...
Introduction and motivationThe expanding role of designSurvey framework and initial findingsDiscussionContentsOuti Ugas, K...
The landscape of design                               DESIGN!practice and designeducation(Source: NextDesignLeadership Ins...
Typical statement         The design process     Typical role for                      on design                          ...
Design Value in a Sustainable Society                       Regenerative capacity!             Safety (planet)!           ...
Design Jurisdiction in a Sustainable Society                                                              Societal need(s)...
What is “good design”?hyvää = good, as in good food butalso do good
Five level framework for planning in complex systems, from    the Framework for Strategic Sustainable Development    (FSSD...
Five level framework for planning in complex systems:1.    System2.    Success3.    Strategy4.    Actions5.    Tools & mea...
Five level framework for planning in complex systems:1.    System2.    Success3.    Strategy4.    Actions5.    Tools = mea...
What does “good design” meanin a sustainable society?
What is success in sustainability?      In a sustainable society, nature is not subject to…      1.     … systematically i...
The survey:How to measure success in design?
DimensionsOuti Ugas, 2011
Outi Ugas, 2011                  Survey Framework
1. Designer’s competence/capability in responsibility issues2. Designers and ethics3. Paying attention to the value chain4...
3. Paying attention to the value chain
Findings and conclusions•  The commonly acknowledged strengths   = the actual characteristics of design•  The gap between ...
Aminoff, Christian – Hänninen, Timo – Kämäräinen, Mikko – Loiske, Janne (2010) The     Changed Role of Design. Ministry of...
Outi Ugas                 Cindy KohtalaKausaali Oy               Aalto UniversityUniversity of Jyväskylä   School of Art &...
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Ugaskohtalatampere 10062011

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Paper presented in Trends and Future of Sustainable Development conference, 9-10 June 2011, Tampere, Finland. Authors Outi Ugas and Cindy Kohtala.

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Transcript of "Ugaskohtalatampere 10062011"

  1. 1. Sustainability Awareness in DesignBridging the gap between designresearch and practiceOuti Ugas, Kausaali Oy Trends and Future of 10 June 2011Cindy Kohtala, Aalto University Sustainable Development Tampere
  2. 2. Introduction and motivationThe expanding role of designSurvey framework and initial findingsDiscussionContentsOuti Ugas, Kausaali Trends and Future of 10 June 2011Cindy Kohtala, Aalto University Sustainable Development Tampere
  3. 3. The landscape of design DESIGN!practice and designeducation(Source: NextDesignLeadership Institute, GK 4.0VanPatter and   SocialElizabeth Pastor) Transformation Design! DESIGN! DESIGN! 2.0 3.0   Product / Service   Organizational Design! Transformation Design! DESIGN! 1.0   Traditional Design!
  4. 4. Typical statement The design process Typical role for on design designer 2000s “Global competition Innovation & and renewal” Design ascompetitiveness “China phenomenon” Vision innovation driver “Total experience Design for creating 1990s design – from concept experiences forBrand building to retail” customers Strategy 1980s “Our product Design portfolio is Design as management consistent” coordinator Roadmaps 1970s “The user (be it a The rise of child or elderly) is the Design for user ergonomics most important” understanding Product definition Design as part of a 1960s “Design as part of the team together with The various roles of Involving industrial product The entire product mechanics and the designer and industry development process” development marketing representative process statements on 1950s “We got a prize in Designer as a designPromoting the nation Milan” Product aesthetics, creator (Source: styling Valtonen 2007)
  5. 5. Design Value in a Sustainable Society Regenerative capacity! Safety (planet)! Community need(s)! RESPONSIBILITY! Resource productivity! Accessibility! User experience! User desire! Innovation driver! User need(s)! Brand building! USABILITY! Usability! Quality! Safety (user)! BUSINESS! Ergonomics!TIME Profit/revenue! Aesthetics! Function! Traditional Design Value! Cindy Kohtala
  6. 6. Design Jurisdiction in a Sustainable Society Societal need(s)! Dematerialization strategies! Safety (planet)! Ecosystem! DESIGN 4.0! Creative fulfilment (user)! Community need(s)! Product/service life cycle! Resource productivity! Regional and national brand building! Product-service system! DESIGN 3.0! Innovation driver! Brand building! User need(s)! Creative fulfilment (designer)! DESIGN 2.0! Company differentiation strategies! Product/service! Safety (user)!TIME Profit/revenue! Aesthetics! Function! DESIGN 1.0! Traditional Design Jurisdiction! Cindy Kohtala
  7. 7. What is “good design”?hyvää = good, as in good food butalso do good
  8. 8. Five level framework for planning in complex systems, from the Framework for Strategic Sustainable Development (FSSD):1.  System2.  Success3.  Strategy4.  Actions5.  Tools & measures >> Design is target-oriented action towards some goal, conscious and/or unconscious.How to define success in design?
  9. 9. Five level framework for planning in complex systems:1.  System2.  Success3.  Strategy4.  Actions5.  Tools & measures>> Design is target-oriented action towardssome goal, conscious and/or unconscious.How to measure success in design?
  10. 10. Five level framework for planning in complex systems:1.  System2.  Success3.  Strategy4.  Actions5.  Tools = measures>> Design is target-oriented action towardssome goal, conscious and/or unconscious.What are the characteristics of thesystem that designers work within?
  11. 11. What does “good design” meanin a sustainable society?
  12. 12. What is success in sustainability? In a sustainable society, nature is not subject to… 1.  … systematically increasing concentrations of substances extracted from the earths crust. 2.  … systematically increasing concentrations of substances produced by society. 3.  … systematically increasing degradation by physical means. And in a sustainable society, 4.  … people are not subject to conditions that systematically undermine their capacity to meet their needs. (e.g. Robèrt et al, 2002; Robèrt 2009)
  13. 13. The survey:How to measure success in design?
  14. 14. DimensionsOuti Ugas, 2011
  15. 15. Outi Ugas, 2011 Survey Framework
  16. 16. 1. Designer’s competence/capability in responsibility issues2. Designers and ethics3. Paying attention to the value chain4. How designers consider the user’s fundamental needsInitial findings
  17. 17. 3. Paying attention to the value chain
  18. 18. Findings and conclusions•  The commonly acknowledged strengths = the actual characteristics of design•  The gap between a sense of global responsibility and the focus on the user•  PSS in design mainstream >> potential danger that we will lose sight of products and production•   The designer’s own perceived jurisdiction smaller than it could be (or should be)Research challenges:Ø  strategic link between everyday business practice and addressing the macro needs of both the ecosystem and the societyØ  unpacking the meaning of social sustainability and the layers of the social tissue in terms of user/community/society needs
  19. 19. Aminoff, Christian – Hänninen, Timo – Kämäräinen, Mikko – Loiske, Janne (2010) The Changed Role of Design. Ministry of Employment and the Economy. http://www.tem.fi/files/26881/The_Changed_Role_of_Design.pdf retrieved 9 July 2010.Max-Neef, Manfred A. (1991) Human Scale Development: Conception, Application and Further Reflections. New York: The Apex Press.Robèrt, Karl-Henrik – Schmidt-Bleek, B. – Aloisi de Larderel, J. – Basile, G. – Jansen, J.L. – Kuehr, R. – Price Thomas, P. – Suzuki, M. – Hawken, P. – Wackernagel, M. (2002) ‘Strategic sustainable development – selection, design and synergies of applied tools’, Journal of Cleaner Production Vol. 10(3), 197–214.Robèrt, Karl-Henrik (2009) Real change through backcasting from sustainability principles: presentation of an international research programme built on a unifying Framework for Strategic Sustainable Development (FSSD). Progress in Industrial Ecology, an International Journal Vol. 6(3), 207-215.Ugas, Outi (2011) Designers and responsibility – How to measure success in design? (unpublished research report, forthcoming). Faculty of Information Technology, University of Jyväskylä.Valtonen, Anna (2007) Redefining Industrial Design: Changes in the Design Practice in Finland. Doctoral Dissertation, University of Art and Design Helsinki, Finland.Sources
  20. 20. Outi Ugas Cindy KohtalaKausaali Oy Aalto UniversityUniversity of Jyväskylä School of Art & DesignHelsinki, Finland Helsinki, Finlandouti@kausaali.fi cindy.kohtala@aalto.fiThank you!
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