Sustainability Awareness in DesignBridging the gap between designresearch and practiceOuti Ugas, Kausaali Oy Trends and Future of 10 June 2011Cindy Kohtala, Aalto University Sustainable Development Tampere
Introduction and motivationThe expanding role of designSurvey framework and initial findingsDiscussionContentsOuti Ugas, Kausaali Trends and Future of 10 June 2011Cindy Kohtala, Aalto University Sustainable Development Tampere
The landscape of design DESIGN!practice and designeducation(Source: NextDesignLeadership Institute, GK 4.0VanPatter and SocialElizabeth Pastor) Transformation Design! DESIGN! DESIGN! 2.0 3.0 Product / Service Organizational Design! Transformation Design! DESIGN! 1.0 Traditional Design!
Typical statement The design process Typical role for on design designer 2000s “Global competition Innovation & and renewal” Design ascompetitiveness “China phenomenon” Vision innovation driver “Total experience Design for creating 1990s design – from concept experiences forBrand building to retail” customers Strategy 1980s “Our product Design portfolio is Design as management consistent” coordinator Roadmaps 1970s “The user (be it a The rise of child or elderly) is the Design for user ergonomics most important” understanding Product definition Design as part of a 1960s “Design as part of the team together with The various roles of Involving industrial product The entire product mechanics and the designer and industry development process” development marketing representative process statements on 1950s “We got a prize in Designer as a designPromoting the nation Milan” Product aesthetics, creator (Source: styling Valtonen 2007)
Design Value in a Sustainable Society Regenerative capacity! Safety (planet)! Community need(s)! RESPONSIBILITY! Resource productivity! Accessibility! User experience! User desire! Innovation driver! User need(s)! Brand building! USABILITY! Usability! Quality! Safety (user)! BUSINESS! Ergonomics!TIME Proﬁt/revenue! Aesthetics! Function! Traditional Design Value! Cindy Kohtala
Design Jurisdiction in a Sustainable Society Societal need(s)! Dematerialization strategies! Safety (planet)! Ecosystem! DESIGN 4.0! Creative fulﬁlment (user)! Community need(s)! Product/service life cycle! Resource productivity! Regional and national brand building! Product-service system! DESIGN 3.0! Innovation driver! Brand building! User need(s)! Creative fulﬁlment (designer)! DESIGN 2.0! Company differentiation strategies! Product/service! Safety (user)!TIME Proﬁt/revenue! Aesthetics! Function! DESIGN 1.0! Traditional Design Jurisdiction! Cindy Kohtala
What is “good design”?hyvää = good, as in good food butalso do good
Five level framework for planning in complex systems, from the Framework for Strategic Sustainable Development (FSSD):1. System2. Success3. Strategy4. Actions5. Tools & measures >> Design is target-oriented action towards some goal, conscious and/or unconscious.How to define success in design?
Five level framework for planning in complex systems:1. System2. Success3. Strategy4. Actions5. Tools & measures>> Design is target-oriented action towardssome goal, conscious and/or unconscious.How to measure success in design?
Five level framework for planning in complex systems:1. System2. Success3. Strategy4. Actions5. Tools = measures>> Design is target-oriented action towardssome goal, conscious and/or unconscious.What are the characteristics of thesystem that designers work within?
What does “good design” meanin a sustainable society?
What is success in sustainability? In a sustainable society, nature is not subject to… 1. … systematically increasing concentrations of substances extracted from the earths crust. 2. … systematically increasing concentrations of substances produced by society. 3. … systematically increasing degradation by physical means. And in a sustainable society, 4. … people are not subject to conditions that systematically undermine their capacity to meet their needs. (e.g. Robèrt et al, 2002; Robèrt 2009)
Aminoff, Christian – Hänninen, Timo – Kämäräinen, Mikko – Loiske, Janne (2010) The Changed Role of Design. Ministry of Employment and the Economy. http://www.tem.fi/files/26881/The_Changed_Role_of_Design.pdf retrieved 9 July 2010.Max-Neef, Manfred A. (1991) Human Scale Development: Conception, Application and Further Reflections. New York: The Apex Press.Robèrt, Karl-Henrik – Schmidt-Bleek, B. – Aloisi de Larderel, J. – Basile, G. – Jansen, J.L. – Kuehr, R. – Price Thomas, P. – Suzuki, M. – Hawken, P. – Wackernagel, M. (2002) ‘Strategic sustainable development – selection, design and synergies of applied tools’, Journal of Cleaner Production Vol. 10(3), 197–214.Robèrt, Karl-Henrik (2009) Real change through backcasting from sustainability principles: presentation of an international research programme built on a unifying Framework for Strategic Sustainable Development (FSSD). Progress in Industrial Ecology, an International Journal Vol. 6(3), 207-215.Ugas, Outi (2011) Designers and responsibility – How to measure success in design? (unpublished research report, forthcoming). Faculty of Information Technology, University of Jyväskylä.Valtonen, Anna (2007) Redefining Industrial Design: Changes in the Design Practice in Finland. Doctoral Dissertation, University of Art and Design Helsinki, Finland.Sources
Outi Ugas Cindy KohtalaKausaali Oy Aalto UniversityUniversity of Jyväskylä School of Art & DesignHelsinki, Finland Helsinki, Finlandouti@kausaali.fi firstname.lastname@example.orgThank you!