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MCBW CIRCO workshop 20160223

slides of the CIRCO workshop during MCBW

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MCBW CIRCO workshop 20160223

  1. 1. INTERACTIVE WORKSHOP CIRCULAR RE-DESIGN PROCESS AS PRESSURE COOKER
  2. 2. Learn about • Circular design strategies • Circular business models Practice • Pressure cooker process THIS WORKSHOP
  3. 3. Apply new knowledge to your proposition • Experience a circular way of working • Be challenged to make choices • Start the journey, risking discomfort and confusion • Get you curious PRESSURE COOKER PROCESS
  4. 4. PRESSURE COOKER PROCESS • Select a product • Identify value destruction • Formulate a design challenge: avoiding value destruction • Apply a design strategy • Apply a business model
  5. 5. SELECT A PRODUCT • Relevant product in your portfolio • Don’t you work with products? Choose • Mobile phone • Baby buggy • Product you are familiar with Example Jeans
  6. 6. IDENTIFY VALUE DESTRUCTION sourcing production usage end of life
  7. 7. • Ecological value • Economic value • Consider the process • Sourcing • Production • Use • End-of-life Jeans Sourcing & Production • Much water needed and polluted for growing and dyeing cotton Use • Lifespan shorter than technical lifespan, due to fashion trends End-of-life • Often in trash: all ecological and economic value is wasted IDENTIFY VALUE DESTRUCTION Jeans Sourcing & Production • Much water needed and polluted for growing and dyeing cotton Use • Lifespan shorter than technical lifespan, due to fashion trends End-of-life • Often in trash: all ecological and economic value is wasted
  8. 8. DESIGN CHALLENGE Avoiding value destruction = A circular opportunity • How can you increase the value of the product / component / material? • How can you win back the product / component / material? • Formulate your design challenge Jeans Focus on longer use • Customize jeans for attachment and longer use Focus on end-of-life • Collect jeans for re-use of jeans or textiles Design a product and business model that allows for efficient re-use
  9. 9. PRODUCTS THAT LAST • TU Delft study • Give substance to ‘too general terms’ of circular design • Starting point: ‘longer than average’ usage • 6 design strategies • 5 archetype business models
  10. 10. CIRCULAR DESIGN STRATEGIES 1. Product Attachment & Trust 2. Product Durability 3. Standardization & Compatibility 4. Ease of maintenance & Repair 5. Upgradability & Adaptability 6. Dis & Reassembly Product Component
  11. 11. 1. Product Attachment & Trust Patek Philippe watch to be inherited What? Product design tempts the user Why circular? User feels connected to the product and uses it for generations CIRCULAR DESIGN STRATEGIES Product Component
  12. 12. 5. Upgradability & Adaptability Project Ara modular smartphone Product Component What? Product can easily be adapted during use Why circular? Product can be kept up-to- date to answer changing customer needs CIRCULAR DESIGN STRATEGIES
  13. 13. 6. Dis & Reassembly Philips SlimSystem LED CIRCULAR DESIGN STRATEGIES Product Component What? Allows components to be taken apart easily Why circular? Low effort to re-use materials and therefore high material recovery rate
  14. 14. DESIGN STRATEGY APPLIED Apply a design strategy Design strategies 1. Attachment & Trust 2. Product Durability 3. Standardization & Compatibility 4. Ease of maintenance & Repair 5. Upgradability & Adaptability 6. Dis & Reassembly Jeans - focus on re-use Entire jeans • Attachment & Trust: customizing by user • Upgradability & Adaptability: variable length of trouser leg Material • Ease of maintenance & Repair: replaceable button
  15. 15. RAPID WRAP-UP • Your product and design challenge • The design strategies applied • Your considerations regarding the design strategy • The potential outcomes
  16. 16. Product Service Sell more, sell faster 1. Classic long-life model 2. Hybrid model 3. Gap-exploiter model 4. Access model 5. Performance model CIRCULAR BUSINESS MODELS
  17. 17. 1. Classic long-life model Miele washing machine with long lifespan Product Service What? Sell high-quality products, often with premium price Why circular? Products have a long lifespan CIRCULAR BUSINESS MODELS
  18. 18. 3. Gap-exploiter model Taurus refurbished milking robots Product Service What? - Repair service - Second hand trader - Efficient reversed logistics Why circular? Avoid value destruction by refurbishing and reselling product, components or material CIRCULAR BUSINESS MODELS
  19. 19. 5. Performance model Rolls-Royce leasing aircraft engines by force/hour Product Service CIRCULAR BUSINESS MODELS What? Sell product performance, rather than the product itself Why circular? Allows a higher occupancy rate of the product. Repair can be controlled and optimized
  20. 20. APPLYING BUSINESS MODELS Apply a business model Business models • Classic long-life model • Hybrid model • Gap-exploiter model • Access model • Performance model Jeans Classic long-life • Premium price for quality and personalisation • Offer accessories and services Gap-exploiter • Buy back jeans after use • Clean and repair jeans • Sell jeans in secondary market
  21. 21. • The archetype business models applied • Your considerations • The interaction between design strategy and business model • Whether there is a chance of meeting the design challenge RAPID WRAP-UP

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