4.2 system design for social equity vezzoli 13-14

Carlo Vezzoli
Politecnico di Milano / DESIGN dept. / DIS / School of Design / Italy
course System Design for Sustainability
subject 4. Design for social equity and cohesion
learning resource 4.2
System design for social equity and cohesion
carlo vezzoli
politecnico di milano . DESIGN dpt. . DIS . School of Design . Italy
Learning Network on Sustainability (EU asia-link)
Learning Network on Sustainabile energy systems (EU edulink)

Carlo Vezzoli
CONTENTS
. Design for social equity: main approaches
. System Design for social equity and cohesion: a definition
. System Design for social equity and cohesion: approaches/skills
. Criteria of system design for social equity and cohesion:
. Improve employment/working conditions
. Equity and justice in relation to stakeholders
. Enable a responsible/sustainable consumption
. Favor/integrate weak and marginalized
. Improve social cohesion
. Empower/enhance local resources
. System Design for social equity and cohesion: methods/tools
. System design for sustainability: an emerging role
. A new aesthetic for system design for sustainability?

Carlo Vezzoli
CONSOLIDATION
(research achievements on knowledge-base and know-how)
(educationandpractice)
DISSEMINATION
100%
100%
0
new
research
frontier …
low impact
mat./energies
design for social
equity and
cohesion
system design for
eco-efficiency
Product
Life Cycle Design
ecodesign
… aim at
SUSTAINABILITY IN DESIGN ROLE: STATE OF THE ART
(in industrially mature contexts)

Carlo Vezzoli
if and how various forms of social inequality
are directly addressed in the design process
DESIGN FOR SOCIAL EQUITY: A GENERAL FRAME

Carlo Vezzoli
… avoiding the risk to be merely moralistic,
is there an effective (operative) role?
SOCIAL EQUITY
…. is there a role for the design?

Carlo Vezzoli
TODAY 2 ARE THE MAIN APPROACHES OF DESIGN
FOR SOCIAL EQUITY AND COHESION
. product design for basics needs in low-income
contexts (design for BOP, etc.)
. SYSTEM (STAKEHOLDER INTERACTIONS) DESIGN
FOR SOCIAL EQUITY AND COHESION

Carlo Vezzoli
WORKING HYPOTHESIS: SYSTEM INNOVATION FOR
SUSTAINABBILITY:
LeNS book: “PSS design for Sustainability”,
Greenleaf, 2014]
“a system innovation (PSS approach) may act as a business
opportunity to facilitate the process of a social equity and
economic development (in an emerging context) - by
jumping over the stage characterised by individual
consumption/ownership of mass produced goods - towards a
more advanced service-economy with a low resource-
intensity being “satisfaction-based”,
characterized by the development of local-based and
network-structured enterprises and initiatives, for a
sustainable re-globalisation process characterised by a
democratisation of access to resources, goods and services”.

Carlo Vezzoli
SYSTEM DESIGN FOR SOCIAL EQUITY AND
COHESION (FOR SUSTAINABILITY):
A DEFINITION
“the design of the system of products
and services that are together able to
fulfil a particular customer demand
(deliver a “unit of satisfaction”) based on
the design of innovative interactions of
the stakeholders (directly and indirectly
linked to that “satisfaction” system)
where the economic and competitive
interest of the providers continuously
seeks (both environmentally and) socio-
ethically beneficial new solutions
[2014, by Greenleaf
english, chinese, thailandese,
pdf free of charge and in copy left www.lens.polimi.it]

Carlo Vezzoli
A. “SATISFACTION-SYSTEM” APPROACH
design the satisfaction of a particular demand
(satisfaction unit) and all its related products and
services
B. “STAKEHOLDER CONFIGURATION” APPROACH
design the interactions of the stakeholder of a
particular satisfaction-system
COHESION (SUST.): APPROACHES/SKILLS

Carlo Vezzoli
H. SYSTEM MAP (DETAILED)STAKEHOLDERS
SYSTEM MAP

Carlo Vezzoli
A. “SATISFACTION-SYSTEM” APPROACH
design the satisfaction of a particular demand
(satisfaction unit) and all its related products and
services
B. “STAKEHOLDER CONFIGURATION” APPROACH
design the interactions of the stakeholder of a
particular satisfaction-system
C. “SYSTEM SUSTAINABILITY” APPROACH
design such a stakeholder interactions (offer
model) that for economic and competitive
reasons continuously seek after socio-ethical
(and environmentally) new beneficial solutions
COHESION: APPROACHES/SKILLS

Carlo Vezzoli
> CRITERIA AND GUIDELINES ARE NEEDED
> METHODS AND TOOLS ARE NEEDED to orientate
design towards equitable and cohesive stakeholder
interactions
NOT ALL SYSTEM INNOVATION ARE SOCIO-
ETHICALLY SUSTAINABLE!
C. “SYSTEM SUSTAINABILITY” APPROACH
design such a stakeholder interactions (offer
model) that continuously seek after socio-ethical
(and eco-efficient) new beneficial solutions

Carlo Vezzoli
COHESION CRITERIA
. improve employment/working conditions
. increase equity and justice in relation to
stakeholders
. enable a responsible/sustainable consumption
. favor/integrate the weak and marginalized
. improve social cohesion
. empower/enhance local resources
[ADOPTED BY POLIMI-DIS WITHIN LeNS]

Carlo Vezzoli
IMPROVE EMPLOYMENT/WORKING
CONDITIONS
SYSTEM DESIGN FOR,
PROMOTING AND ENHANCING
EMPLOYMENT/WORKING CONDITIONS (within the
enterprise)

Carlo Vezzoli
IMPROVE EQUITY AND JUSTICE IN RELATION
TO STAKEHOLDERS
SYSTEM DESIGN FOR,
FAIR AND JUST RELATION (outside the enterprise):
within the partnerships, up-stream, down-stream and
in the community where the offer takes place

Carlo Vezzoli
ENABLE A RESPONSIBLE/SUSTAINABLE
CONSUMPTION
SYSTEM DESIGN FOR,
ENABLING (MORE OR LESS INVOLVING)
A RESPONSIBLE AND SUSTAINABLE CLIENT/END-
USER CHOICE OR BEHAVIOUR

Carlo Vezzoli
FAVOR/INTEGRATE THE WEAK AND
MARGINALIZED
SYSTEM DESIGN FOR,
FAVORING (MORE OR LESS INTEGRATING):
. kids, elderly, differently able,… (weak) and
. unemployed, illiterate, … (marginalized)

Carlo Vezzoli
IMPROVE SOCIAL COHESION
SYSTEM DESIGN FOR,
PROMOTING SYSTEMS ENABLING SOCIAL
INTEGRATION:
in neighbourhood, between generations, between
genders and between different cultures

Carlo Vezzoli
EMPOWER/ENHANCE LOCAL RESOURCES
SYSTEM DESIGN FOR,
REGENERATING AND EMPOWERING LOCAL
ECONOMIES BY ENHANCING THEIR HUMAN AND
NATURAL RESOURCES

Carlo Vezzoli
FOR DECISION MAKING (DESIGNING)
identify the (environmental) design PRIORITIES:
> CRITERIA relevance (relative) per system type
> most promising stakeholders’ INTERACTIONS
types (criteria related GUIDELINES)
INTERRELATIONS BETWEEN SOCIO-ETHICAL
CRITERIA (AND RELATED GUIDELINES)
FOR A GIVEN SATISFACTION SYSTEM:
- some have HIGHER RELEVANCE than others
- can be SYNERGETIC or NOT

Carlo Vezzoli
SDO SUSTAINABILITY DESIGN-ORIENTING TOOLKIT
stakeholder interaction guidelines (criteria related)

Carlo Vezzoli
Design4Sustainability
Step by step
approach
[see Tischner &
Vezzoli, 2009]
METHODS
MEPSS, MEthodology
for Product Service
System development
[see van Halen et al.
2005]
Storyboar
d
Offering
diagramInteraction
table
SDO toolkit Bl
u
portfolio diagram
TOOLS
DESIGN
Product-Service
System Design for
Sustainability
[see Vezzoli et al.,
tbp 2012]
Offering diagram
SDO toolkit
Storyboard
Interaction
table
few methods/tools developed to orientate system
design towards sustainable solutions:
[for such new skills] NEW METHODS/TOOLS

Carlo Vezzoli
METHOD FOR SYSTEM
DESIGN FOR
SUSTAINABILITY (MSDS)
STRATEGIC ANALYSIS
EXPLORING OPPORTUNITIES
SYSTEM CONCEPT DESIGN
SYSTEM DESIGN (AND ENGIN.)
COMMUNICATION
MSDS PHASES/PROCESSES
ANALYSIS OF THE PROJECT PROMOTERS
ANALYSIS OF THE REFERENCE CONTEXT
ANALYSIS OF BEST PRACTICES
ANALYSIS OF THE REFERENCE STRUCTURE
DEFINITION OF SUSTAINABILITY DESIGN PRIORITIES
IDEAS GENERATION ORIENTED TO SUSTAINABILITY
DEVELEPMENT OF THE SUSTAINABILITY DESIGN
ORIENTING SCENARIO -
VISIONS/CLUSTERS/IDEAS
VISIONS, CLUSTERS AND IDEAS SELECTION
SYSTEM CONCEPT DEVELOPMENT
ENV., SOC. & ECON. CHECK
SYSTEM DEVELOPMENT (EXECUTIVE LEVEL)
ENV., SOC. & ECON. CHECK
DOCUMENTS EDITING
METHODS/TOOLS BY LeNS:
SDO toolkit:
environmental system design orientation
on-line use, free access:www.lens.polomi.it
free download open: www.lens.polimi.it > tools

Carlo Vezzoli
A NEW AESTHETIC OF S.PSS
TO OVERCOME USER’S LEVEL BARRIERS:
sustainable PSS offers have to be perceived as
better than traditional “product-based” ones
an aesthetic for sustainable PSS may play a key role
in enhancing user attraction, acceptance and
satisfaction!

Carlo Vezzoli
WORKING HYPOTHESIS: PROMOTING A NEW
AESTHETIC OF S.PSS:
. as the integrated aestethics of the different
elements of the PSS: products, services and
interactions
> not only an aestethic of products, but even
an aestethic of services, more in general an
aestethic of stakaholders interactions
. valorising sustainable PSS inner qualities

Carlo Vezzoli
WORKING HYPOTHESIS: PROMOTING A NEW
AESTHETIC OF S.PSS
PRLEIMINARY INSIGHTS
given that: distinctive traits of sustainable PSS
are non-ownership of products and related new
services/stakeholder interactions
the aesthetic could valorise the relational qualities
between the users of a PSS, and between the users
and the producers/providers + the qualities of the
“freedom” from product’s ownership

Carlo Vezzoli
SYSTEM DESIGN FOR SUST.: FINAL REMARKS
WE DON’T HAVE TO HAVE CONCERN ANYMORE ON
PRODUCT DESIGN FOR SUSTAINABILITY?
NO!
> even designing on a system level, sustainable products
need to be designed afterwards
DESIGNING ON A SYSTEM LEVEL TAKE US FAR FROM THE
CORE OF DESIGN?
NO!
> designing for the (unit of) “satisfaction” it is to go at the
deeper rooth of the design, settling the innovation at the
level of the behavioral patterns (more sustainable and
satisfactory)

4.2 system design for social equity vezzoli 13-14

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