Sustainable design for mainstream people


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Sustainable design for mainstream people

  1. 1. Connecting with Mainstream People<br />Designing sustainable products, services, and programs<br />that engage them<br />Dave Flotree<br />Program Manager<br />InContext Design<br /><br /><br />
  2. 2. Use these levers to affect change<br />Green consciousness has hit Mainstream America, will action follow?<br />Acting from values and visceral requirements – not “green” or “efficiency”<br />Values: don’t waste, be frugal, stay safe, political identity (e.g., no foreign oil)<br />Light on in empty room is waste, but floodlights outside are for safety not waste<br />Requirements: convenience, comfort, quality, and aesthetics – no “sacrifice”<br />Listening to trusted influencers<br />Family members, friends, and trusted personalities trigger change<br />Trusted resources influence purchases: contractors, Consumer Reports, store<br />Adopting community norms<br />Seeing people in my community change encourages me to change<br />Research findings & demonstration projects have validated the power of community<br />Seeing the consequences of actions – or not<br />My energy use is invisible, I don’t know how I should change even if I wanted to<br />Even when I know my energy use I have to care enough to change old habits<br />Money – but only big cost change motivates behavior change<br />Utility bills are an acceptable cost of living – unless there’s a big spike<br />Still, savings can feel like a little reward – appliance rebate feels good<br />What shapes mainstream green behavior<br />
  3. 3. Example: deciding house temperature<br />Negative influences<br />Positive influences<br />Reveal Influences<br />Field data reveals motivators of choice <br />Positive and negative influences result in decisions<br />Understand how choices for your product are made<br />DECISION POINT:<br />Set an energy-saving house temperature (winter)<br />Influence of others<br /><ul><li>My neighbors keep lower night temperature than I do
  4. 4. We don’t have young children who need warmer temperatures</li></ul>Influence of others<br /><ul><li>We’re entertaining guests and assume they want it warmer
  5. 5. We have an infant who I think needs warm nighttime temperature
  6. 6. I want to make sure the pets are warm
  7. 7. My parents never kept the house comfortable growing up, I don’t want that
  8. 8. The family member who likes a higher temperature wins</li></ul>Triggers:<br /><ul><li>Install programmable thermostat
  9. 9. Arrive or leave house
  10. 10. Going to sleep/waking up
  11. 11. Family situation (children, pet) change
  12. 12. Comfort, sensitivity, change (exercise, massage, put on different clothes)
  13. 13. Change what parts of the house are in use</li></ul>Comfort<br /><ul><li>I’m okay with putting on a sweater if its chilly
  14. 14. I just exercised so I don’t want it to be too warm
  15. 15. I like to sleep in a cool house
  16. 16. I maintain lower temps (64) because that’s what I grew up with </li></ul>Comfort<br /><ul><li>I don’t want to wear much (shorts in winter, massage session)
  17. 17. I don’t want to feel chilly
  18. 18. I like to sleep in a warm house</li></ul>Economics<br /><ul><li>It costs more to turn up the heat
  19. 19. It saves on the utility bill to program setbacks</li></ul>Design for the drivers of choice<br />Economics<br /><ul><li>Programming the thermostat doesn’t save enough money to be worth it
  20. 20. I don’t want to risk broken water pipes from freezing</li></ul>House usage<br /><ul><li>No one is home during the day
  21. 21. I’m not in certain rooms/areas of the house</li></ul>House usage<br /><ul><li>The thermostat is not in the room I use, so temperature control is poor</li></ul>Convenience<br /><ul><li>The thermostat is placed where I pass it often
  22. 22. I can program energy saving temperatures and forget it</li></ul>Convenience<br /><ul><li>The thermostat is hard to get to
  23. 23. I don’t know how to program it
  24. 24. It’s a hassle to program, I just set it to a comfortable 68-70 degrees</li></li></ul><li>Practical/essential product requirements are the starting point<br />Dishwasher: big enough to only run once a day<br />Car: big enough to haul my gear<br />Hot water tank: big enough to fill our large tub<br />I want a tankless heater because it’s endless, not because it’s green<br />Green products had better meet existing requirements first<br />I don’t think CFLs last very long and require special disposal<br />I like front-load washers because they match my European aesthetic<br />Green features must be simple and actionable<br />I will only do optional things—conserve—if it is easy and fits my life<br />I’m just as likely to keep the default settings<br />Mainstream people won’t pay (much) more for green<br />I didn’t buy the most energy efficient furnace because it cost $2000 more<br />I know CFLs save over time, but they cost too much upfront<br />…Unless I’m determined to have green products and know I’ll pay extra<br />Products must support the essential requirements first –Green is only a nice-to-have requirement<br />Green products are products first<br />
  25. 25. Values are connected to emotion and behavior<br />Understand core values and how they are expressed in your market<br />Engage people in terms of these values – the message will have more power<br />Influencers affect what people do<br />Find the influencers that matter to the target population, and influence them<br />Reach people when they take action: remodeling, appliance shopping<br />Community is a better unit for change than individual<br />Change in groups looks like significant impact – and competition can motivate<br />Leverage the power of the peer group to show where you stand in the group – norms<br />Find the Hub of change: people and influencers belong to communities – start there<br />Fit to life is critical<br />Optional behaviors must be easy with minimal experiential and financial cost<br />Target new behaviors that easily fit into life first – follow lessons of recycling<br />Meeting essential requirements is the value products & services provide<br />Offer exceptional function value – that draws the buyer – then invent green solutions<br />Emphasize desired function + enabling a core value<br />Start with a deep understanding of your customers<br />Insights for design<br />
  26. 26. Solving the problem of design<br />Design the optimal match:<br /><ul><li>Products,systems, services that fit with life
  27. 27. Design must support and extend consumer intent</li></ul>The Consumer’s<br />Behavior Model has:<br />Visceral values & requirements<br />Lifestyle & convenience needs<br />Individual & community influencers<br />Product & service expectations <br />The Producer’s<br />Product/Program Model has:<br />Channels & messaging<br />Product usage model<br />Behavior change program<br />Real value delivered<br />