The Future of Design:
Meaning and Sustainability
May Change Everything
Nathan Shedroff
May 2009
DESIGN         SUSTAINABILITY




         BUSINESS
DESIGN          SUSTAINABILITY




• Increased awareness &                   • Increased awareness
  respect in the busine...
DESIGN         SUSTAINABILITY




         BUSINESS
DESIGN                SUSTAINABILITY




         EXPERIENCE




         BUSINESS
DESIGN                SUSTAINABILITY




          MEANING



         EXPERIENCE




         BUSINESS
What are the pressing questions
for our industries for these times?
What are the pressing answers
for our industries for these times?
What’s a more sustainable world look like?
“In a stable economy,
 sustainability is the competitive
 advantage strategy.

In a down economy, sustainability
is the tu...
MONEY

SOCIAL JUSTICE

NATURAL
RESOURCES
The Aeschlimans, 1948
We need:
             Think in systems
    New conversations with our clients
 A focus on efficiency, value, and health
A f...
Tools:
          Sustainability Helix
        Integrate Bottom Line
         Okala™ Curriculum
       sustainableminds.com...
Sustainability Helix
      Governance and Management                 Stakeholders & Communities
      Operations and Facil...
What’s more meaningful world look like?
Price/Value




Commodity            Product             Service             Experience



            From: The Experienc...
Price/Value




                      Experience




Commodity   Product            Service   Event/Environment
Duration
                              Initiation
                             Immersion
                                 ...
Core Meanings:
Accomplishment    Harmony
     Beauty        Justice
    Creation      Oneness
  Community      Redemption
...
We need to:
     Engage diverse stakeholders
           Think in systems
       Engage customers deeply
Focus on experienc...
Tools:
  Meaning Model
 Experience Model
makingmeaning.com
What’s a post-consumer world look like?
In a consumer world:
consumption = happiness
We need to:
           Think in systems
     Engage diverse stakeholders
    Work in multidisciplinary teams
Focus on expe...
Tools:
      covive.com/gri
grossnationalhappiness.com
    B-Corp & Corp2020
            ???
DESIGN                SUSTAINABILITY




          MEANING



         EXPERIENCE




         BUSINESS
The (new) beginning
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
APDF Exchange Presentation
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APDF Exchange Presentation

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This is the presentation I gave at the Association for Professional Design Firms in Portland in May of 2009.

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APDF Exchange Presentation

  1. The Future of Design: Meaning and Sustainability May Change Everything Nathan Shedroff May 2009
  2. DESIGN SUSTAINABILITY BUSINESS
  3. DESIGN SUSTAINABILITY • Increased awareness & • Increased awareness respect in the business • Increased prices world • Increased transparency • Increased integration in BUSINESS academia • Increased competition • Increased documentation (globally & locally) • Increased desire for innovation • Economic crisis • Ubiquity in techniques
  4. DESIGN SUSTAINABILITY BUSINESS
  5. DESIGN SUSTAINABILITY EXPERIENCE BUSINESS
  6. DESIGN SUSTAINABILITY MEANING EXPERIENCE BUSINESS
  7. What are the pressing questions for our industries for these times?
  8. What are the pressing answers for our industries for these times?
  9. What’s a more sustainable world look like?
  10. “In a stable economy, sustainability is the competitive advantage strategy. In a down economy, sustainability is the turnaround strategy. In a collapse, sustainability is a survival strategy.” Hunter Lovins, 2009
  11. MONEY SOCIAL JUSTICE NATURAL RESOURCES
  12. The Aeschlimans, 1948
  13. We need: Think in systems New conversations with our clients A focus on efficiency, value, and health A focus on services/benefits, not products Better assessment tools & metrics More transparency & accountability Engage diverse stakeholders Work in multidisciplinary teams Redefine “conservative”
  14. Tools: Sustainability Helix Integrate Bottom Line Okala™ Curriculum sustainableminds.com www.eiolca.net www.nationalgeographic.com/greendex
  15. Sustainability Helix Governance and Management Stakeholders & Communities Operations and Facilities Design and Process Innovation Human Resources and Corporate Culture High degree of organizational alignment Marketing and Communications Partnerships and Stakeholder Engagement Stage 0: Stage 1: Stage 2: Stage 3: Stage 4: Unsustainable Exploration Experimentation Leadership Restoration “Business as Usual”
  16. What’s more meaningful world look like?
  17. Price/Value Commodity Product Service Experience From: The Experience Economy, Pine and Gilmore
  18. Price/Value Experience Commodity Product Service Event/Environment
  19. Duration Initiation Immersion Intensity Conclusion Reflex Continuation Habit Triggers Engagement Senses: Sight Sound Smell Taste Breadth Touch Product Cognitive: Service Concepts Brand Symbols Name(s) Channel/Environment (Space) Promotion Price Interaction Passive Significance Active Meaning Interactive Status/Identity Emotion/Lifestyle Price Function
  20. Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  21. We need to: Engage diverse stakeholders Think in systems Engage customers deeply Focus on experiences, instead of artifacts Speak the language of business Work in multidisciplinary teams
  22. Tools: Meaning Model Experience Model makingmeaning.com
  23. What’s a post-consumer world look like?
  24. In a consumer world: consumption = happiness
  25. We need to: Think in systems Engage diverse stakeholders Work in multidisciplinary teams Focus on experiences, instead of artifacts Create new visions of the world Create new economic models Create new roles for advertising Create new corporate charters
  26. Tools: covive.com/gri grossnationalhappiness.com B-Corp & Corp2020 ???
  27. DESIGN SUSTAINABILITY MEANING EXPERIENCE BUSINESS
  28. The (new) beginning

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