How to organize your design agency for Circular Design? This is not only about changing the design process, but also about questions like: How to get your people and clients motivated? and What other expertise do we need, such as: service design and new business models? Design agencies with structural engagement in sustainable and circular design, share their insights. Research and cases from Delft UT and CRISP about Product Service design are shared. Followed by a panel discussion and Q&A session, with leading design agencies.

1. Circular Design
& Business Models
Dr Nancy Bocken
Associate Professor, TU Delft
Senior Research Associate, University of Cambridge

2. Slowing
Closing
Narrowing Source: Bocken,
Bakker, de Pauw.
(2015)
Developed from:
Stahel (1994),
McDonough &
Braungart (2002)
Circular Economy

3. Slowing
Closing
(Narrowing) Source: Bocken,
Bakker, de Pauw.
(2015)
Developed from:
Stahel (1994),
McDonough &
Braungart (2002)
Circular Economy

4. Source: Bocken,
Bakker, de Pauw.
(2015)
Developed from:
Stahel (1994),
McDonough &
Braungart (2002)

5. Visionary)statements)and)goals)
)
E.g.$realise$circular$designs;$challenge$planned$obsolescence$or$
challenge$unsustainability$
Circular)business)model)strategies)
)
)
Slowing)
• Access$and$performance$model$
• Extending$product$value$
• Classic$long$life$
• Encourage$sufficiency$
)
Closing)
• Extending$resource$value$
• Industrial$Symbiosis$
)
$
Circular)product)design)strategies)
)
)
Slowing)
• Designing$long@life$products$
• Designing$for$product@life$extension$
$
$
$
Closing)$
• Design$for$a$technological$cycle$
• Design$for$a$biological$cycle$
• Design$for$dis@$and$reassembly$
$
$
Source: Bocken et al.
(2015)
Developed from:
Stahel (1994),
McDonough &
Braungart (2002)

6. Source: Vitsœ and
Patagonia
websites
Slowing resource loops

7. Source: NetWorks and
RAW for the Oceans
websites
Closing loops

8. Source: Patagonia and
Mud Jeans websites
Closing and slowing loops

9. Source:
Reis (2011)
Weissbrod and
Bocken, 2015;
Bocken,
Kraaijenhagen,
Van Oppen
Business
experimentation

10. Source:
Bocken,
Kraaijenhagen,
Van Oppen
10 Steps to a circular business
Step%1:%Leadership%%
Step%2:%Vision%and%purpose%%
Step%3:%Selec7ng%your%pilot%%
Step%4:%Sketching%the%system%%
Step%5:%Visioning%with%partners%%
Step%6:%Internal%transforma7on%%
Step%7:%Circular%business%model%innova7on%%
Step%8:%Internalising%externali7es%%
Step%9:%Contract%%
Step%10:%Pilot,%evaluate,%learn,%adapt%%and%scaleLup%%

11. Source:
Nike company
slogan
Just do it…!