How to design solutions for sustainability (04 18 2012)

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  • 1. How to design solutions for sustainability?April 2012Strategy Consulting70 rue Cortambert - 75116 Paris+33 1 56 91 20 34ibg@helixa.comtv@helixa.com
  • 2. Designing solutionsfor sustainability 1 IS IT TIME TO RETHINK YOUR STRATEGY? 2 HOW TO DESIGN AND ORGANIZE THE CHANGE? 3 ILLUSTRATIONS: SOME ECO-DESIGN TRENDSHow to design solutions for sustainability ? 2
  • 3. Is it time to rethink your strategy? 1.1 DESIGNING STRATEGIES IN A COMPLEX ENVIRONMENT 1.2 WHY RETHINKING STRATEGIES?How to design solutions for sustainability ? 3
  • 4. “ Take, make, waste ”…our current industrial system 1 2 3 4 5 CONCEPTION PRODUCTION RETAILING CONSUMPTION DISPOSAL? Designing the Production of the Transportation, Consumer purchase What about the end characteristics and product or service in Packaging, Consumption of the of life of a product? the patterns of the high scales Marketing, product or services product Communication Engineers  Project manager  Marketers  Purchasers Who Design team  Workers  Commercials  Consumers should handle the; Desk of study/Lab  Office clerks  Logistics product’s disposal? ORGANIZATION IN SILO: PRODUCTS ARE CONCEIVED WITHOUT ANY ATTENTION TO THE DEMANDS AT STAKEHow to design solutions for sustainability ? 4
  • 5. …how to deal withthis complex world? ENDANGERED BIODIVERSITY COMPLIANCE RAW MATERIALS DEPLETION & REGULATIONS & PRICE VOLATILITY STRATEGY ENVIRONMENTAL ENERGETIC DESIGN IMPACTS CONSUMPTION PROCESS CONSUMERS’ ONG EXPECTATIONS CAMPAIGNS HEALTH DAMAGES ENVIRONMENT GROWS AT A COMPLEX LEVEL HOW TO COPE WITH THE RAISE OF FACTORS OF CHANGE?How to design solutions for sustainability ? 5
  • 6. Focus 1:Endangered biodiversity THE EARTH HAS LOST 30% OF IT NATURAL RESOURCES IN 30 YEARS LIVING RESOURCES DECLINED FROM 40% BETWEEN 1970 AND 2000 Source: Good planetHow to design solutions for sustainability ? 6
  • 7. Focus 2: (1/2)Raw material depletion 1 TEE-SHIRT IN COTTON = 10 000 LITERS OF WATER COTTON PRODUCTION: FROM 6 MILLIONS TONES TO 26 MILLIONS TONES IN 50 YEARS Source: International Trade centerHow to design solutions for sustainability ? 7
  • 8. Focus 2: (2/2)Raw material depletion COPPER PRODUCTION: 15,6 MILLION TONES PER YEAR IN 2008 31 YEARS OF COPPER STOCK REMAINING. RECYCLED COPPER : 37% Source: USGS & European Copper InstituteHow to design solutions for sustainability ? 8
  • 9. Focus 3:Energetic consumption 95% OF THE ENERGY CONSUMED IS NOT RENEWABLE 53% REFERS TO THE RAISE OF THE ENERGETIC DEMAND IN 2030 Source: Goodplanet.comHow to design solutions for sustainability ? 9
  • 10. Focus 4:ONG CampaignsHow to design solutions for sustainability ? 10
  • 11. Focus 5:Health damages THE INDOOR AIR IS TWICE TO FIVE TIMES MORE POLLUTED THAN THE OUTDOOR THE INDOOR POLLUTION INDUCE 30 000 PREMATURE DEATHS PER YEAR Source: Goodplanet.comHow to design solutions for sustainability ? 11
  • 12. Focus 6:Consumers’ expectations 3/4 AMONG FRENCH PEOPLE REGARDS SUSTAINABLE DEVELOPMENT AS A NECESSITY IN 2010, 60% DECLARE HAVING CHANGE THEIR BEHAVIOR IN PURCHASING IN FAVOR OF SUSTAINABLE PRODUCTS Source: Ethicity « Les Français et la consommation responsable, le retour du vivant! »How to design solutions for sustainability ? 12
  • 13. Focus 7:Environmental Impacts 55% OF THE GROUND WATERS ARE POLLUTED BY MORE THAN 700 SUBSTANCES. 15 40% TO OF PLANTATION WOULD HAVE DISAPPEARED IN 100 YEARS. THEY REPRESENT 50% OF OUR MEDICATION. Source: Goodplanet.comHow to design solutions for sustainability ? 13
  • 14. Focus 8:Compliance and regulation 1991 2011How to design solutions for sustainability ? 14
  • 15. From words to action… it’s time! “WE HEARD THE STRONG NOISE OF A DESTROYED TREE, BUT WE DON’T LISTEN TO THE TREES GROWING” Mahatma GANDHIHow to design solutions for sustainability ? 15
  • 16. Is it time to rethink your strategy? 1.1 DESIGNING STRATEGIES IN A COMPLEX ENVIRONMENT 1.2 WHY RETHINKING STRATEGIES?How to design solutions for sustainability ? 16
  • 17. The “3 R approach”:Reduce, Reuse, Recycle! REDUCE REUSE RECYCLE We use In a As too many finite world raw materials materials we have to are becoming and energy. get used scarce, we have to We have to recover avoid waste, to slow second-hand and recycle down products materials “ WE NEED TO USE LESS, TO MAKE MORE ” JASON CLAY, WWF EXPERTHow to design solutions for sustainability ? 17
  • 18. …But “ Less bad is not good ” * RESOURCES’ SAVINGS GAINS ARE FAR BEHIND NECESSARY EXTRACTION GROWTH… …AND DO NOT OFFSET POTENTIAL DEMAND OF A FAST GROWING GLOBAL POPULATION 200 GDP 175 Population Ressource extraction Ressource intensity 150 125 +50% 100 -30% 75 50 1980 1985 1990 1995 2000 2005 *M. Braungart and W. McDonough, Cradle to CradleHow to design solutions for sustainability ? 18
  • 19. Reduce is not enough… Source: Pôle eco-conception, St Etienne HOW REDUCING IN ONE PLACE… …WITHOUT RAISING IN ANOTHER?How to design solutions for sustainability ? 19
  • 20. Reuse is not enough… CAMPER WABI IS REUSE APPEALING FOR THE USERS? LESS BAD IS NO GOOD!How to design solutions for sustainability ? 20
  • 21. Recycle is not enough… RECYCLE GOODS LOST VALUE + LOST MATERIALS + CONTAMINATION Hybrid product with Material reduce Mixture of amorphous material of lower quality over time and cheap materials DOWN RECYCLING Recycled products contained more polluted materials than a virgin oneHow to design solutions for sustainability ? 21
  • 22. “ We need to trash the system,or crash the planet ”* WE NEED TO RETHINK THE WHOLE PROCESS “WE CANT SOLVE A “The (re)design of products, processes, services or systems to PROBLEM BY USING THE SAME tackle imbalances between the demands of society, the KIND OF THINKING WE USED environment and the economy requires the holistic consideration WHEN WE CREATED THEM” of the impacts of products / services in these 3 areas, now and in the future.” Source: Recycle, a catalyst for change Albert Einstein *T. Jackson, Prosperity Without Growth: Economics for a Finite PlanetHow to design solutions for sustainability ? 22
  • 23. What do we want? EFFICIENT AFFORDABLE AFFORD SAFE ABLE PRODUCTS DESIGNED & SOCIAL SERVICES ESTHETIC WORTHY RENEWABLEHow to design solutions for sustainability ? 23
  • 24. Key questionsto rethink the entire process  HOW TO CONCEIVE A PRODUCT/SERVICE WITH ZERO IMPACT?  HOW TO BEGIN ? BY WHICH PART?  WHAT ARE THE TOOLS AND PATTERNS TO CREATE?  HOW TO DESIGN AND ORGANIZE THE CHANGE?How to design solutions for sustainability ? 24
  • 25. Designing solutionsfor sustainability 1 IS IT TIME TO RETHINK YOUR STRATEGY? 2 HOW TO DESIGN AND ORGANIZE THE CHANGE? 3 ILLUSTRATIONS: SOME ECO-DESIGN TRENDSHow to design solutions for sustainability ? 25
  • 26. What is a Sustainable Strategy? 1. A NEW WAY OF THINKING AND 2. A NEW WAY OF DESIGNING AND 3. A NEW WAY OF DOING AND 4. A NEW WAY OF MANAGINGHow to design solutions for sustainability ? 26
  • 27. A new way of thinking  Life cycle thinking 1. A NEW WAY OF THINKING  Closed-loop industrial cycle  Up-cycling AND 2. A NEW WAY OF DESIGNING AND 3. A NEW WAY OF DOING AND 4. A NEW WAY OF MANAGINGHow to design solutions for sustainability ? 27
  • 28. Why do we needa new way of thinking ? 80% OF A PRODUCTS ENVIRONMENTAL PROFILE IS FIXED UNDER CONCEPT CREATION IN PRODUCT DEVELOPMENT . Source : Technical University of Denmark, Tim McAlooneHow to design solutions for sustainability ? 28
  • 29. Life-cycle thinking BIOLOGICAL CYCLE TECHNICAL CYCLE “ CRADLE TO CRADLE IS A LAW OF RETURN BUT WITH MATERIALS RATHER THAN FOOD-CROPS ” Source: Cradle to cradle, W. Mc Donough & M. BraungartHow to design solutions for sustainability ? 29
  • 30. From linear to cycle process… 1 CONCEPTION 2 DESIGN PRODUCTION 3 RETAILING 4 REUSE REALIZE CONSUMPTION 5 DISPOSAL? DISASSEMBLY FROM CRADLE-TO-GRAVE… …TO CRADLE-TO-CRADLEHow to design solutions for sustainability ? 30
  • 31. Up-cycling: The closed-loop industrial cycle  Choice of the materials DESIGN  Life Cycle Assessment ELABORATION  Taking account of the future disassembly New design with  New tools the same PRODUCT  Evaluation materials REUSE throughout the REALIZATION Product service realization No waste, no use of new resources  Salvage of the products  Separation of the DISASSEMBLY materials according to their life cycle How to design solutions for sustainability ? 31
  • 32. Up-cycling:The infinite process One ecosystem where waste Products are meant to be doesn’t exist because we work disassembled : it demands with the entire system. another design process where recycling is taken into account from the conception. To make research aboutThe complexity of the system materials: which ones can beconstitutes its ability to adapt reuse infinitely , how to reuseto any kind of change them, in which assembly? An infinite process: an infinite The product process can be possibility of reuse of the transformed into a service materials. process How to design solutions for sustainability ? 32
  • 33. The key moment: Conception MAPPING OF THE PRODUCT LIFE CYCLE FOR A SCAFFOLD. POTENTIAL ENVIRONMENTAL CAUSES ARE INDICATED IN REDHow to design solutions for sustainability ? 33
  • 34. The choice of the right materials MATERIALS AS NUTRIENTS “MATERIALS HEALTH” MATERIALS AS REUTILIZATIONAssess existing materials & process Identify the chemical composition of the Create a plan to develop systems to chemicals for their human & materials that make up the product. recover used products and safety environmental health attributes They are ranked on a scale: continuously cycle materials nutrients  Unmarketable (red)  Gray  Positive list AT THE UP-CYCLING BASIS: THE CHOICE TO RETAIN HIGH QUALITY MATERIALSHow to design solutions for sustainability ? 34
  • 35. Up-cycling:Nike example PERFORMANCE + INNOVATION + SUSTAINABILITY “For Nike, the first step toward “closed loop” manufacturing is the Considered Index. To create the Index, we measured our environmental footprint across all processes – from product brief through final production – and identified the areas where changes would most greatly impact our overall environ-mental footprint: Materials, Waste, Solvent Use and Innovation.” THE NIKE TEAMHow to design solutions for sustainability ? 35
  • 36. Up-cycling:Shaw example Shaw developed commercial carpet tiles that do not contain PVC and can be separated into components materials & fully recycled again and againHow to design solutions for sustainability ? 36
  • 37. A new way of designing 1. A NEW WAY OF THINKING AND  Product Improvement 2. A NEW WAY OF DESIGNING  Product Redesign  Function innovation  System innovation AND 3. A NEW WAY OF DOING AND 4. A NEW WAY OF MANAGINGHow to design solutions for sustainability ? 37
  • 38. The 4 levels HOW TO ECO-DESIGN A WHOLE SYSTEM? Source: Recycle, a catalyst for change, Sustainable Design TechnologyHow to design solutions for sustainability ? 38
  • 39. Level 1:Product improvementWHAT IS DONE? BENEFITS Evaluation of the product through each step of the process  Assessment of the product Improvement of one or several characteristics in order to reduce the  Consciousness of the black holes product’s impact through its production, distribution or consumption  First improvements  Reduce costs SHORTFALLS  Still with the same frame of conception and production  Local improvement  Be careful with the effects of “REDUCE”  Be careful to the greenwashing! How to design solutions for sustainability ? 39
  • 40. Level 2:Product redesignWHAT IS DONE? BENEFITS Rethinking all parts of the products  Local production Materials assessment  Renewable & safe materials Re-evaluation of the product characteristics  Transparency of the fabrication Conception of a product according safe and sustainable indicators  Facility of transportationThe new W+W is the sum ofindispensable elements forsaving both water and spacebecause its renovation systemfilters the wastewater from thebasin and reuses it in thedischarge of the cistern. How to design solutions for sustainability ? 40
  • 41. Level 3:Function InnovationWHAT IS DONE? A PRODUCT AS AN ECOSYSTEM Rethink the use and purpose of the product  To take into account the interaction with the user Integrate user centered approach  To develop a set of relations between the Think about new uses to develop new functionalities functions of the products Consider the product as an ecosystem  To link the product with the services matchingEco-system prototypefeaturing an impressivelevel of interconnectivitybetween differentappliances, the beautiful& futuristic kitchencreates an efficientworkspace that savesenergy, resources &time. How to design solutions for sustainability ? 41
  • 42. Level 4:System InnovationWHAT IS DONE? WHAT KIND OF SYSTEM? Rethink the business models  Sharing Substituting the supply of material goods with a service offer  Community “With Product Service System, industry sells more than added value.  Loan Turnover is directly related to the intensity of use by the client rather  Exchange than actual possession.”D. Brissaud, INP Grenoble  Network relationshipMichelin fleet rentstires to trucks in theUSA.“For the customer, the notion of definitive, absolute ownership lost, its meaning in favor of the more responsive notion of usage.”D. Brissaud, INP Grenoblesustainability ? How to design solutions for 42
  • 43. A new way of designing 1. A NEW WAY OF THINKING AND 2. A NEW WAY OF DESIGNING AND  Engineer thinking vs Design Thinking  Cross Pollination 3. A NEW WAY OF DOING  Concurrent Engineering  Deep Collaboration AND 4. A NEW WAY OF MANAGINGHow to design solutions for sustainability ? 43
  • 44. Two ways of doing:Engineer vs designer? LANGUAGE GAP BETWEEN TOOLS AND DESIGNERS ECO-CONCEPTION ECO-DESIGN ENGINEER LANGUAGE, CONCEPTUAL & STRATEGIC SCIENTIFIC BACKGROUND CREATIVITY &INNOVATION LIFE ANALYSIS TOOL DESIGN THINKING TOOLHow to design solutions for sustainability ? 44
  • 45. Engineer tool:Life cycle analysis LIFE CYCLE ANALYSIS (LCA): An analytical tool designed to quantify the ecological impacts or sustainability performance of a system, to account for all the inputs (energy, chemicals, raw materials…) and outputs of a system (air, water, land polluting…) presented in its raw form, substantial amount of detailed information that is not easily interpreted or comparable. STRENGTHS WEAKNESSES  Useful for  LCA takes 6 months to be benchmarking, rapid made and is pretty testing assumptions expensive  Useful for comparing  Collecting environmental different products, information throughout the processes, industries. product life cycle can be difficult & interpreting results is an art. Source: Pôle eco-conception, St Etienne LCA IS A USEFUL TOOLS FOR ASSESSING AND MEASURE BUT DOESN’T FIT FOR THE CREATION OR THE CONCEPTION OF A PRODUCTHow to design solutions for sustainability ? 45
  • 46. Life cycle analysis By Nike The Considered index is a Nike defines Environmentally system-integrated, online tool preferred materials (EPMs) as for evaluating the predicted materials that have significant lower environmental footprint of a impact on the environment in one or product prior to commer- more categories of chemistry, cialization. energy, water or waste. To define Nike EPMs andThe Index metrics are based quantitatively evaluate andon more than a decade of rank our material choices, Nikecollecting solid waste and Develops a Material Analysissolvent use data in footwear. Tool (MAT).Each material is assigned a numeric value that translates into a sustainability score for their products. Nike develops and releases Nike Products are assigned a Considered Suppliers Guide to “Considered” score based environmentally preferred materials” on Nike’s assessed that guides suppliers’ research and footprint. development effort for Nike EPMs. “THE INDEX IS A PRODUCT CREATION TOOL, ALLOWING NIKE TEAM TO FOCUS ON ENVIRONMENTAL SUSTAINABILITY” * * Nike Corporate responsibility report How to design solutions for sustainability ? 46
  • 47. Designer tool:Design thinking TO INSERT THE PRODUCT INTO ITS ENVIRONMENT TO CONNECT THE PRODUCT TO THE GLOBAL NETWORK TO INSERT THE PLACE OF THE USER INTO THE PRODUCT, INTERACTIVITY DESIGN IS… TO THINK ABOUT AN SCALABLE AND UPGRADABLE PRODUCT TO SOLVE COMPLEXITY INTO SIMPLE INTERFACES TO DETERMINE THE FITTEST TECHNOLOGY WITH THE RIGHT MATERIALS DESIGN THINKING IS NECESSARY TO BREAK THE CYCLE OF THE 3 R AND BRING DISRUPTIVE AND SUSTAINABLE INNOVATIONHow to design solutions for sustainability ? 47
  • 48. Design thinkingby Frog design BLINK, A ELECTRIC-VEHICLE CHARGING STATION BY FROG DESIGN SMART FRIENDLY& CONNECTED & FAMILIAR At the heart of the project,  A collaboration with ECOtality, CONVENIENT  A deep understanding of the users  And the technical knowledge of INTERACTIVE & ADAPTABLE the Electric vehiclesHow to design solutions for sustainability ? 48
  • 49. Breaking dualism:Iterative Thinking SOCIAL, TECHNICAL, MECHANICAL ENGINEERS ENVIRONMENTAL ENVIRONMENTAL SPECIALISTS ISSUES INDUSTRIAL DESIGNERS STRATEGISTS FACTORY MANAGERS NOT A SEQUENTIAL PROCESS … BUT AN ITERATIVE ONE LCA + DESIGN THINKING DESIGN THE BEST SOLUTION FOR EACH CASE & CONCEIVE THE FITTEST TOOLS TO DEAL WITH IT SOLUTIONS AND APPROACHES ARE CUSTOM-MADEHow to design solutions for sustainability ? 49
  • 50. Breaking dualism:Designing the cognitive process VARIOUS METHODS… …ONE FOCUS CROSS POLLINATION INNOVATION Teams with different backgrounds and specialties work around a same issue. A design leader operates some iterations to cross their different works. CONCURRENT ENGINEERING The leader launch a set of similar teams to settle a same issue. The result is a syncretism of the best ideas found in the different teams. DEEP COLLABORATION A team made from different specialists goes deep in the problem with the more iterations they can, to co- create a final product.How to design solutions for sustainability ? 50
  • 51. What tools for what solution? Design thinking Life cycle Materials analysis …. ? ? ? ? 1 2 3 4 PRODUCT PRODUCT FUNCTION SYSTEM IMPROVEMENT REDESIGN INNOVATION INNOVATION WHAT TOOLS FOR EACH ECO-DESIGN STEPS ? DIFFERENT APPROACHES AND SCENARIOS ARE IMAGINABLE…How to design solutions for sustainability ? 51
  • 52. What tools for what solution?Step 1 STEPS APPROACH EXAMPLE 1 LIFE CYCLE ANALYSIS :  Foot print assess PRODUCT  Reduction of energy waste IMPROVEMENT  Materials analysis 2 PRODUCT DESIGN PRODUCT REDESIGN 3 FUNCTION HOLISTIC PRODUCT DESIGN INNOVATION 4 SYSTEM ECOSYSTEM STRATEGY INNOVATIONHow to design solutions for sustainability ? 52
  • 53. What tools for what solution?Step 2 STEPS APPROACH EXAMPLE 1 PRODUCT LIFE CYCLE ANALYSIS : IMPROVEMENT DESIGN PRODUCT 2  Design the product’s end at the conception PRODUCT  Choice of natural or law-impact materials REDESIGN  Life cycle of each materials and reuse process  Esthetics and uses consideration 3 FUNCTION HOLISTIC PRODUCT DESIGN INNOVATION 4 SYSTEM ECOSYSTEM STRATEGY INNOVATIONHow to design solutions for sustainability ? 53
  • 54. What tools for what solution?Step 3 STEPS APPROACH EXAMPLE 1 PRODUCT LIFE CYCLE ANALYSIS : IMPROVEMENT 2 PRODUCT DESIGN PRODUCT REDESIGN HOLISTIC PRODUCT DESIGN 3  Design thinking for conceiving and FUNCTION upgradable product  Iteration to connect uses and INNOVATION functionalities  Technologies innovation 4 SYSTEM ECOSYSTEM STRATEGY INNOVATIONHow to design solutions for sustainability ? 54
  • 55. What tools for what solution?Step 4 STEPS APPROACH EXAMPLE 1 PRODUCT LIFE CYCLE ANALYSIS : IMPROVEMENT 2 PRODUCT DESIGN PRODUCT REDESIGN 3 FUNCTION HOLISTIC PRODUCT DESIGN INNOVATION ECOSYSTEM STRATEGY MICHELLE KAUFMANN 4  From one house to an area SYSTEM  Enlargement of the “conceiving team” with INNOVATION urbanites and politic people  New technologic to connect the house,How to design solutions for sustainability ? 55
  • 56. A new way of designing 1. A NEW WAY OF THINKING AND 2. A NEW WAY OF DESIGNING AND 3. A NEW WAY OF DOING AND  Engineer thinking vs Design Thinking  Cross Pollination 4. A NEW WAY OF MANAGING  Concurrent Engineering  Deep CollaborationHow to design solutions for sustainability ? 56
  • 57. Why changing? REACTIVE POSITION PROACTIVE POSITION  For complying the laws, regulations  Because you have a vision norms  Because you want to seduce actual  For cutting costs non-consumers  For differentiate from the sector  Because you long for innovations competitors  Because you are looking for  For adapting the consumers sustainable growth demands and wills  Because you want to increase the firm’s and brand’s immaterial values GET THE WAVE OF CHANGE BEFORE IT BECOMES A CONSTRAINTHow to design solutions for sustainability ? 57
  • 58. The eco-conception benefits SHORT TERM LONG TERM BENEFITS BENEFITS  Reduces environmental impact of  Increases innovation products  Develops a greater ability to compete,  Optimizes raw material consumption and energy use  Improves cost-effectiveness  Improves waste management  Reduces environmental impacts and liability  Encourages good design and drives innovation  Gains a system perspective  Cuts costs  Improves supply chain  Increases product marketability  Increases the immaterial assets ECO-CONCEPTION INSURES FIRM’S DURABILITYHow to design solutions for sustainability ? 58
  • 59. Change resistance(s) STRUCTURAL INDIVIDUAL BARRIERS BARRIERS  How to change the culture and  Risk avoidance organization of an established firm? How to manage change?  Lack of vision  How to assess risks & impacts?  Change apprehension  How to insure short-term results in a  Reality distortion long-term strategy?  Lack of incentive  Lack of available information  Strategy perceived as extra costs in time & money ORGANIZATION FREEZES AT VARIOUS LEVELS HOW TO RAISE THESE LOCKS AND OBSTACLES?How to design solutions for sustainability ? 59
  • 60. Strategic stages STRATEGIC COMMUNICATION & STEPS APPROACH STAGES EXAMPLES 1 MEASURES & PRODUCT LIFE CYCLE “BE SILENT!” Most 1 COSTS REDUCTION, Greenwashing risk Companies ANALYSIS IMPROVEMENT COMPLIANCE “BE MODEST!” 2 Risk of Greenwashing CONSUMER TARGET PRODUCT DESIGN PRODUCT 2 for the brand SEGMENTATION Product and REDESIGN communication focus 3 “SHARE!” HOLISTIC PRODUCT FUNCTION Corporate brand DESIGN communication INNOVATION LONG-TERM STRATEGY 3 OR “PURE PLAYER” 4 “COMMUNITIES” ECOSYSTEM SYSTEM Corporate and brand STRATEGY communication INNOVATIONHow to design solutions for sustainability ? 60
  • 61. Designing solutionsfor sustainability 1 IS IT TIME TO RETHINK YOUR STRATEGY? 2 HOW TO DESIGN AND ORGANIZE THE CHANGE? 3 ILLUSTRATIONS: SOME ECO-DESIGN TRENDSHow to design solutions for sustainability ? 61
  • 62. Biomimicry “Orgatonics” combine traducers and microcontrollers with organic materials to make digital/natural hybrids By Baptiste Labrune for Alcatel-Lucent Bell LabsHow to design solutions for sustainability ? 62
  • 63. Modular “Spring lamp design” was inspired by fresh growth of plants and allows for multiple configurations using the modular components By Victor VatterleinHow to design solutions for sustainability ? 63
  • 64. Multifunctional “Ori.Tami” wais an example of how design becomes “eco” when it creates versatile and multifunctional objects, even with non-sustainable materials. By Giulio Manzoni for CampeggiHow to design solutions for sustainability ? 64
  • 65. Upgradable Alt Meta It is a new eco-designed computer easy to disassemble and then easy to repair. By Alt Meta It.How to design solutions for sustainability ? 65
  • 66. Reusable Pi-Pan is a new eco-designed box for pizza which is reusable a thousand times… By Pi-PanHow to design solutions for sustainability ? 66
  • 67. Materials innovative Made with the foam extracted from potato starch, not only is the chair completely biodegradable but also, in theory, edible. As it solidifies, the strings of starch create a rigid sculpture. By Max Lamb - Starch ChairHow to design solutions for sustainability ? 67
  • 68. Convergence “Iphone” gathers multiple functionalities in a simple interface. It limits the use of other products or apparel By Apple.How to design solutions for sustainability ? 68
  • 69. Lighten design “Modular cross unit” is a bookshelves made of white lacquered steel whose slimless and transparency lighten the space. By Philippe Nigro for Sintesi.How to design solutions for sustainability ? 69
  • 70. Mono-Materialistic “Gio chair ” is made from a singular material, leather or fabric By Claudio BelliniHow to design solutions for sustainability ? 70
  • 71. Nudge “Poor little fish” is quite a simple concept making us visualize our immediate water consumption when we wash our hands By Yan luHow to design solutions for sustainability ? 71
  • 72. Transparent “Second life mobile ” uses very little energy and degree of transparency shows how much battery is remaining By …How to design solutions for sustainability ? 72
  • 73. Techno/ecologically Czeers is a speedboat for racing powered by solar energy. Its surface is entirely covered by photovoltaic panels. By David Czap and Nils BeersHow to design solutions for sustainability ? 73
  • 74. Zero emissions GreenKitchen - Everything that is expelled from one unit gets filtered and sanitized so it can be used by another unit, which translates into energy savings of up to 70%. By WhirlpoolHow to design solutions for sustainability ? 74
  • 75. Do It Yourself “Sac à faire” is a veritable craft kit for making bags that consists of just one diagram and ten patterns By Marlne LiskaHow to design solutions for sustainability ? 75
  • 76. So… … HOW TO DESIGN THE NEXT SUSTAINABLE SOLUTIONS ?How to design solutions for sustainability ? 76
  • 77. Who are we? Helixa is a strategy consulting boutique working in the field of disruptive strategies and their implementation. Set up in 2007 by two partners who were convinced that strategies needed to be designed differently, Helixa works alongside company managers to invent new solutions, enabling firms to decide upon and reach the right targets. Isabelle Thomas GEORGE VILLENEUVEBefore setting up Helixa, Isabelle worked for more than Thomas worked for close on ten years in the retail andtwenty years in the strategic planning departments of a internet sectors of big French and international groups likevariety of big French and international groups, such as BP, PPR, Fnac, Amazon. He has held a succession of positions,Henkel, FNAC and PPR. She was notably the manager of namely category manager, business development managerthe strategic planning and development departments of PPR and strategic planning project manager. He notably took partand Fnac. in the setting up and implementation of the internet strategySince1999, she has been an advisor to the leaders of major of the luxury goods firms within the PPR group. As a categorycompanies, holding groups and trusts – as well as to small manager, he was in charge of e-commerce business unitsstart-ups – in matters of strategic planning, new technologies with a turnover of more than €50 M and was involved inand sustainable development. piloting annual growth rates of + 50%. Thomas is an alumniIsabelle has an engineering diploma in material physics from of ESSEC, where he gained a MBA in Strategic planning andthe National Institute for Applied Sciences of Lyon and has Innovation, and of the IESE Business School (Internet & Newalso mastered in strategic planning. Technologies).
  • 78. FIND ALL OUR PUBLICATIONS ON:www.helixa.comwww.helixa.com/blogwww.slideshare.net/isabellegeorgewww.twitter.com/helixa_strategyFOR MORE INFORMATIONS, PLEASE CONTACT US:ISABELLE GEORGE THOMAS VILLENEUVEibg@helixa.com tv@helixa.com(+33)6 62 92 05 59 (+33)6 20 54 36 86Strategy Consulting70 rue Cortambert - 75116 Paris+33 1 56 91 20 34ibg@helixa.comtv@helixa.com