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How to design solutions for sustainability (04 18 2012)
1. How to design
solutions for
sustainability?
April 2012
Strategy Consulting
70 rue Cortambert - 75116 Paris
+33 1 56 91 20 34
ibg@helixa.com
tv@helixa.com
2. Designing solutions
for sustainability
1 IS IT TIME TO RETHINK YOUR STRATEGY?
2 HOW TO DESIGN AND ORGANIZE THE CHANGE?
3 ILLUSTRATIONS: SOME ECO-DESIGN TRENDS
How to design solutions for sustainability ? 2
3. Is it time to rethink your strategy?
1.1 DESIGNING STRATEGIES IN A COMPLEX ENVIRONMENT
1.2 WHY RETHINKING STRATEGIES?
How to design solutions for sustainability ? 3
4. “ Take, make, waste ”…
our current industrial system
1 2 3 4 5
CONCEPTION PRODUCTION RETAILING CONSUMPTION DISPOSAL?
Designing the Production of the Transportation, Consumer purchase What about the end
characteristics and product or service in Packaging, Consumption of the of life of a product?
the patterns of the high scales Marketing, product or services
product Communication
Engineers Project manager Marketers Purchasers Who
Design team Workers Commercials Consumers should handle the;
Desk of study/Lab Office clerks Logistics product’s disposal?
ORGANIZATION IN SILO:
PRODUCTS ARE CONCEIVED WITHOUT ANY ATTENTION TO THE DEMANDS AT STAKE
How to design solutions for sustainability ? 4
5. …how to deal with
this complex world?
ENDANGERED
BIODIVERSITY
COMPLIANCE RAW MATERIALS DEPLETION
& REGULATIONS & PRICE VOLATILITY
STRATEGY
ENVIRONMENTAL ENERGETIC
DESIGN
IMPACTS CONSUMPTION
PROCESS
CONSUMERS’ ONG
EXPECTATIONS CAMPAIGNS
HEALTH
DAMAGES
ENVIRONMENT GROWS AT A COMPLEX LEVEL
HOW TO COPE WITH THE RAISE OF FACTORS OF CHANGE?
How to design solutions for sustainability ? 5
6. Focus 1:
Endangered biodiversity
THE EARTH HAS LOST
30%
OF IT NATURAL RESOURCES
IN 30 YEARS
LIVING RESOURCES DECLINED
FROM 40%
BETWEEN 1970 AND 2000
Source: Good planet
How to design solutions for sustainability ? 6
7. Focus 2: (1/2)
Raw material depletion
1
TEE-SHIRT IN COTTON =
10 000
LITERS OF WATER
COTTON PRODUCTION:
FROM 6 MILLIONS TONES
TO 26 MILLIONS TONES
IN 50 YEARS
Source: International Trade center
How to design solutions for sustainability ? 7
8. Focus 2: (2/2)
Raw material depletion
COPPER PRODUCTION:
15,6
MILLION
TONES PER YEAR
IN 2008
31 YEARS
OF COPPER STOCK REMAINING.
RECYCLED COPPER : 37%
Source: USGS & European Copper Institute
How to design solutions for sustainability ? 8
9. Focus 3:
Energetic consumption
95%
OF THE ENERGY CONSUMED IS NOT
RENEWABLE
53%
REFERS TO THE RAISE OF
THE ENERGETIC DEMAND IN 2030
Source: Goodplanet.com
How to design solutions for sustainability ? 9
11. Focus 5:
Health damages
THE INDOOR AIR IS
TWICE TO FIVE TIMES
MORE POLLUTED
THAN THE OUTDOOR
THE INDOOR POLLUTION INDUCE
30 000
PREMATURE DEATHS PER YEAR
Source: Goodplanet.com
How to design solutions for sustainability ? 11
12. Focus 6:
Consumers’ expectations
3/4
AMONG FRENCH PEOPLE REGARDS
SUSTAINABLE DEVELOPMENT AS A
NECESSITY
IN 2010,
60%
DECLARE HAVING CHANGE THEIR
BEHAVIOR IN PURCHASING IN FAVOR OF
SUSTAINABLE PRODUCTS
Source: Ethicity « Les Français et la consommation responsable, le retour du vivant! »
How to design solutions for sustainability ? 12
13. Focus 7:
Environmental Impacts
55%
OF THE GROUND WATERS ARE
POLLUTED BY MORE THAN
700
SUBSTANCES.
15 40% TO
OF PLANTATION WOULD HAVE DISAPPEARED
IN 100 YEARS.
THEY REPRESENT 50%
OF OUR MEDICATION.
Source: Goodplanet.com
How to design solutions for sustainability ? 13
14. Focus 8:
Compliance and regulation
1991 2011
How to design solutions for sustainability ? 14
15. From words to action… it’s time!
“WE HEARD THE STRONG
NOISE OF A DESTROYED
TREE, BUT WE DON’T LISTEN
TO THE TREES GROWING”
Mahatma GANDHI
How to design solutions for sustainability ? 15
16. Is it time to rethink your strategy?
1.1 DESIGNING STRATEGIES IN A COMPLEX ENVIRONMENT
1.2 WHY RETHINKING STRATEGIES?
How to design solutions for sustainability ? 16
17. The “3 R approach”:
Reduce, Reuse, Recycle!
REDUCE REUSE RECYCLE
We use In a As
too many finite world raw materials
materials we have to are becoming
and energy. get used scarce, we have to
We have to recover avoid waste,
to slow second-hand and recycle
down products materials
“ WE NEED TO USE LESS, TO MAKE MORE ”
JASON CLAY, WWF EXPERT
How to design solutions for sustainability ? 17
18. …But “ Less bad is not good ” *
RESOURCES’ SAVINGS GAINS ARE FAR BEHIND NECESSARY EXTRACTION GROWTH…
…AND DO NOT OFFSET POTENTIAL DEMAND OF A FAST GROWING GLOBAL POPULATION
200
GDP
175 Population
Ressource extraction
Ressource intensity
150
125 +50%
100
-30%
75
50
1980 1985 1990 1995 2000 2005
*M. Braungart and W. McDonough, Cradle to Cradle
How to design solutions for sustainability ? 18
19. Reduce is not enough…
Source: Pôle eco-conception, St Etienne
HOW REDUCING IN ONE PLACE… …WITHOUT RAISING IN ANOTHER?
How to design solutions for sustainability ? 19
20. Reuse is not enough…
CAMPER WABI
IS REUSE APPEALING FOR THE USERS?
LESS BAD IS NO GOOD!
How to design solutions for sustainability ? 20
21. Recycle is not enough…
RECYCLE
GOODS
LOST VALUE + LOST MATERIALS + CONTAMINATION
Hybrid product with Material reduce Mixture of amorphous
material of lower quality over time and cheap materials
DOWN RECYCLING
Recycled products contained more polluted materials
than a virgin one
How to design solutions for sustainability ? 21
22. “ We need to trash the system,
or crash the planet ”*
WE NEED TO RETHINK
THE WHOLE PROCESS
“WE CAN'T SOLVE A “The (re)design of products,
processes, services or systems to
PROBLEM BY USING THE SAME tackle imbalances between the
demands of society, the
KIND OF THINKING WE USED environment and the economy
requires the holistic consideration
WHEN WE CREATED THEM” of the impacts of products /
services in these 3 areas, now and
in the future.”
Source: Recycle, a catalyst for change
Albert Einstein
*T. Jackson, Prosperity Without Growth: Economics for a Finite Planet
How to design solutions for sustainability ? 22
23. What do we want?
EFFICIENT
AFFORDABLE AFFORD
SAFE
ABLE
PRODUCTS
DESIGNED & SOCIAL
SERVICES
ESTHETIC WORTHY
RENEWABLE
How to design solutions for sustainability ? 23
24. Key questions
to rethink the entire process
HOW TO CONCEIVE A PRODUCT/SERVICE WITH ZERO IMPACT?
HOW TO BEGIN ? BY WHICH PART?
WHAT ARE THE TOOLS AND PATTERNS TO CREATE?
HOW TO DESIGN AND ORGANIZE THE CHANGE?
How to design solutions for sustainability ? 24
25. Designing solutions
for sustainability
1 IS IT TIME TO RETHINK YOUR STRATEGY?
2 HOW TO DESIGN AND ORGANIZE THE CHANGE?
3 ILLUSTRATIONS: SOME ECO-DESIGN TRENDS
How to design solutions for sustainability ? 25
26. What is a Sustainable Strategy?
1. A NEW WAY OF THINKING
AND
2. A NEW WAY OF DESIGNING
AND
3. A NEW WAY OF DOING
AND
4. A NEW WAY OF MANAGING
How to design solutions for sustainability ? 26
27. A new way of thinking
Life cycle thinking
1. A NEW WAY OF THINKING Closed-loop industrial cycle
Up-cycling
AND
2. A NEW WAY OF DESIGNING
AND
3. A NEW WAY OF DOING
AND
4. A NEW WAY OF MANAGING
How to design solutions for sustainability ? 27
28. Why do we need
a new way of thinking ?
80%
OF A PRODUCT'S
ENVIRONMENTAL PROFILE
IS FIXED UNDER CONCEPT
CREATION IN PRODUCT
DEVELOPMENT
. Source : Technical University of Denmark, Tim McAloone
How to design solutions for sustainability ? 28
29. Life-cycle thinking
BIOLOGICAL CYCLE TECHNICAL CYCLE
“ CRADLE TO CRADLE IS A LAW OF RETURN
BUT WITH MATERIALS RATHER THAN FOOD-CROPS ” Source: Cradle to cradle,
W. Mc Donough & M. Braungart
How to design solutions for sustainability ? 29
30. From linear to cycle process…
1
CONCEPTION
2 DESIGN
PRODUCTION
3
RETAILING
4 REUSE REALIZE
CONSUMPTION
5
DISPOSAL?
DISASSEMBLY
FROM CRADLE-TO-GRAVE… …TO CRADLE-TO-CRADLE
How to design solutions for sustainability ? 30
31. Up-cycling:
The closed-loop industrial cycle
Choice of the materials
DESIGN Life Cycle Assessment
ELABORATION Taking account of the
future disassembly
New design with New tools
the same PRODUCT Evaluation
materials
REUSE throughout the
REALIZATION
Product service realization
No waste, no use
of new resources
Salvage of the
products
Separation of the
DISASSEMBLY
materials according
to their life cycle
How to design solutions for sustainability ? 31
32. Up-cycling:
The infinite process
One ecosystem where waste Products are meant to be
doesn’t exist because we work disassembled : it demands
with the entire system. another design process where
recycling is taken into account
from the conception.
To make research about
The complexity of the system
materials: which ones can be
constitutes its ability to adapt
reuse infinitely , how to reuse
to any kind of change
them, in which assembly?
An infinite process: an infinite The product process can be
possibility of reuse of the transformed into a service
materials. process
How to design solutions for sustainability ? 32
33. The key moment: Conception
MAPPING OF THE PRODUCT LIFE CYCLE FOR A SCAFFOLD.
POTENTIAL ENVIRONMENTAL CAUSES ARE INDICATED IN RED
How to design solutions for sustainability ? 33
34. The choice of the right materials
MATERIALS AS NUTRIENTS “MATERIALS HEALTH” MATERIALS AS REUTILIZATION
Assess existing materials & process Identify the chemical composition of the Create a plan to develop systems to
chemicals for their human & materials that make up the product. recover used products and safety
environmental health attributes They are ranked on a scale: continuously cycle materials nutrients
Unmarketable (red)
Gray
Positive list
AT THE UP-CYCLING BASIS:
THE CHOICE TO RETAIN HIGH QUALITY MATERIALS
How to design solutions for sustainability ? 34
35. Up-cycling:
Nike example
PERFORMANCE + INNOVATION + SUSTAINABILITY
“For Nike, the first step toward
“closed loop” manufacturing is
the Considered Index.
To create the Index, we
measured our environmental
footprint across all processes –
from product brief through final
production – and identified the
areas where changes would
most greatly impact our overall
environ-mental footprint:
Materials, Waste, Solvent Use
and Innovation.”
THE NIKE TEAM
How to design solutions for sustainability ? 35
36. Up-cycling:
Shaw example
Shaw developed commercial carpet tiles
that do not contain PVC and can be
separated into components materials &
fully recycled again and again
How to design solutions for sustainability ? 36
37. A new way of designing
1. A NEW WAY OF THINKING
AND
Product Improvement
2. A NEW WAY OF DESIGNING Product Redesign
Function innovation
System innovation
AND
3. A NEW WAY OF DOING
AND
4. A NEW WAY OF MANAGING
How to design solutions for sustainability ? 37
38. The 4 levels
HOW TO ECO-DESIGN A WHOLE SYSTEM?
Source: Recycle, a catalyst for change, Sustainable Design Technology
How to design solutions for sustainability ? 38
39. Level 1:
Product improvement
WHAT IS DONE? BENEFITS
Evaluation of the product through each step of the process Assessment of the product
Improvement of one or several characteristics in order to reduce the Consciousness of the black holes
product’s impact through its production, distribution or consumption First improvements
Reduce costs
SHORTFALLS
Still with the same frame of conception
and production
Local improvement
Be careful with the effects of “REDUCE”
Be careful to the greenwashing!
How to design solutions for sustainability ? 39
40. Level 2:
Product redesign
WHAT IS DONE? BENEFITS
Rethinking all parts of the products Local production
Materials assessment Renewable & safe materials
Re-evaluation of the product characteristics Transparency of the fabrication
Conception of a product according safe and sustainable indicators Facility of transportation
The new W+W is the sum of
indispensable elements for
saving both water and space
because its renovation system
filters the wastewater from the
basin and reuses it in the
discharge of the cistern.
How to design solutions for sustainability ? 40
41. Level 3:
Function Innovation
WHAT IS DONE? A PRODUCT AS AN ECOSYSTEM
Rethink the use and purpose of the product To take into account the interaction with
the user
Integrate user centered approach
To develop a set of relations between the
Think about new uses to develop new functionalities
functions of the products
Consider the product as an ecosystem
To link the product with the services
matching
Eco-system prototype
featuring an impressive
level of interconnectivity
between different
appliances, the beautiful
& futuristic kitchen
creates an efficient
workspace that saves
energy, resources &
time.
How to design solutions for sustainability ? 41
42. Level 4:
System Innovation
WHAT IS DONE? WHAT KIND OF SYSTEM?
Rethink the business models Sharing
Substituting the supply of material goods with a service offer Community
“With Product Service System, industry sells more than added value. Loan
Turnover is directly related to the intensity of use by the client rather Exchange
than actual possession.”D. Brissaud, INP Grenoble
Network relationship
Michelin fleet rents
tires to trucks in the
USA.
“For the customer, the
notion of definitive,
absolute ownership
lost, its meaning in
favor of the more
responsive notion of
usage.”
D. Brissaud, INP Grenoblesustainability ?
How to design solutions for 42
43. A new way of designing
1. A NEW WAY OF THINKING
AND
2. A NEW WAY OF DESIGNING
AND
Engineer thinking vs Design Thinking
Cross Pollination
3. A NEW WAY OF DOING Concurrent Engineering
Deep Collaboration
AND
4. A NEW WAY OF MANAGING
How to design solutions for sustainability ? 43
44. Two ways of doing:
Engineer vs designer?
LANGUAGE GAP
BETWEEN
TOOLS AND
DESIGNERS
ECO-CONCEPTION ECO-DESIGN
ENGINEER LANGUAGE, CONCEPTUAL & STRATEGIC
SCIENTIFIC BACKGROUND CREATIVITY &INNOVATION
LIFE ANALYSIS TOOL DESIGN THINKING TOOL
How to design solutions for sustainability ? 44
45. Engineer tool:
Life cycle analysis
LIFE CYCLE ANALYSIS (LCA):
An analytical tool designed to quantify the ecological impacts or sustainability
performance of a system, to account for all the inputs (energy, chemicals, raw
materials…) and outputs of a system (air, water, land polluting…) presented in
its raw form, substantial amount of detailed information that is not easily
interpreted or comparable.
STRENGTHS WEAKNESSES
Useful for LCA takes 6 months to be
benchmarking, rapid made and is pretty
testing assumptions expensive
Useful for comparing Collecting environmental
different products, information throughout the
processes, industries. product life cycle can be
difficult & interpreting
results is an art.
Source: Pôle eco-conception, St Etienne
LCA IS A USEFUL TOOLS FOR ASSESSING AND MEASURE
BUT DOESN’T FIT FOR THE CREATION OR THE CONCEPTION OF A PRODUCT
How to design solutions for sustainability ? 45
46. Life cycle analysis
By Nike
The Considered index is a Nike defines Environmentally
system-integrated, online tool preferred materials (EPMs) as
for evaluating the predicted materials that have significant lower
environmental footprint of a impact on the environment in one or
product prior to commer- more categories of chemistry,
cialization. energy, water or waste.
To define Nike EPMs and
The Index metrics are based quantitatively evaluate and
on more than a decade of rank our material choices, Nike
collecting solid waste and Develops a Material Analysis
solvent use data in footwear. Tool (MAT).Each material is
assigned a numeric value that
translates into a sustainability
score for their products.
Nike develops and releases Nike
Products are assigned a Considered Suppliers 'Guide to
“Considered” score based environmentally preferred materials”
on Nike’s assessed that guides suppliers’ research and
footprint. development effort for Nike EPMs.
“THE INDEX IS A PRODUCT CREATION TOOL,
ALLOWING NIKE TEAM TO FOCUS ON ENVIRONMENTAL SUSTAINABILITY” *
* Nike Corporate responsibility report
How to design solutions for sustainability ? 46
47. Designer tool:
Design thinking
TO INSERT THE PRODUCT INTO ITS ENVIRONMENT
TO CONNECT THE PRODUCT TO THE GLOBAL NETWORK
TO INSERT THE PLACE OF THE USER INTO THE PRODUCT, INTERACTIVITY
DESIGN
IS… TO THINK ABOUT AN SCALABLE AND UPGRADABLE PRODUCT
TO SOLVE COMPLEXITY INTO SIMPLE INTERFACES
TO DETERMINE THE FITTEST TECHNOLOGY WITH THE RIGHT MATERIALS
DESIGN THINKING IS NECESSARY TO BREAK THE CYCLE OF THE 3 R
AND BRING DISRUPTIVE AND SUSTAINABLE INNOVATION
How to design solutions for sustainability ? 47
48. Design thinking
by Frog design
BLINK, A ELECTRIC-VEHICLE CHARGING STATION
BY FROG DESIGN
SMART FRIENDLY
& CONNECTED & FAMILIAR
At the heart of the project,
A collaboration with ECOtality,
CONVENIENT A deep understanding of the users
And the technical knowledge of
INTERACTIVE
& ADAPTABLE
the Electric vehicles
How to design solutions for sustainability ? 48
49. Breaking dualism:
Iterative Thinking
SOCIAL, TECHNICAL,
MECHANICAL ENGINEERS
ENVIRONMENTAL
ENVIRONMENTAL SPECIALISTS
ISSUES
INDUSTRIAL DESIGNERS
STRATEGISTS
FACTORY MANAGERS
NOT A SEQUENTIAL PROCESS
…
BUT AN ITERATIVE ONE
LCA + DESIGN THINKING
DESIGN THE BEST SOLUTION
FOR EACH CASE
& CONCEIVE THE FITTEST
TOOLS TO DEAL WITH IT
SOLUTIONS AND APPROACHES ARE CUSTOM-MADE
How to design solutions for sustainability ? 49
50. Breaking dualism:
Designing the cognitive process
VARIOUS METHODS… …ONE FOCUS
CROSS POLLINATION INNOVATION
Teams with different backgrounds and specialties
work around a same issue. A design leader
operates some iterations to cross their different
works.
CONCURRENT ENGINEERING
The leader launch a set of similar teams to settle a same
issue. The result is a syncretism of the best ideas found
in the different teams.
DEEP COLLABORATION
A team made from different specialists goes deep in
the problem with the more iterations they can, to co-
create a final product.
How to design solutions for sustainability ? 50
51. What tools for what solution?
Design thinking
Life cycle
Materials analysis
….
? ? ? ?
1 2 3 4
PRODUCT PRODUCT FUNCTION SYSTEM
IMPROVEMENT REDESIGN INNOVATION INNOVATION
WHAT TOOLS FOR EACH ECO-DESIGN STEPS ?
DIFFERENT APPROACHES AND SCENARIOS ARE IMAGINABLE…
How to design solutions for sustainability ? 51
52. What tools for what solution?
Step 1
STEPS APPROACH EXAMPLE
1 LIFE CYCLE ANALYSIS :
Foot print assess
PRODUCT
Reduction of energy waste
IMPROVEMENT Materials analysis
2
PRODUCT DESIGN PRODUCT
REDESIGN
3
FUNCTION HOLISTIC PRODUCT DESIGN
INNOVATION
4
SYSTEM ECOSYSTEM STRATEGY
INNOVATION
How to design solutions for sustainability ? 52
53. What tools for what solution?
Step 2
STEPS APPROACH EXAMPLE
1
PRODUCT LIFE CYCLE ANALYSIS :
IMPROVEMENT
DESIGN PRODUCT
2 Design the product’s end at the conception
PRODUCT Choice of natural or law-impact materials
REDESIGN Life cycle of each materials and reuse
process
Esthetics and uses consideration
3
FUNCTION HOLISTIC PRODUCT DESIGN
INNOVATION
4
SYSTEM ECOSYSTEM STRATEGY
INNOVATION
How to design solutions for sustainability ? 53
54. What tools for what solution?
Step 3
STEPS APPROACH EXAMPLE
1
PRODUCT LIFE CYCLE ANALYSIS :
IMPROVEMENT
2
PRODUCT DESIGN PRODUCT
REDESIGN
HOLISTIC PRODUCT DESIGN
3 Design thinking for conceiving and
FUNCTION upgradable product
Iteration to connect uses and
INNOVATION
functionalities
Technologies innovation
4
SYSTEM ECOSYSTEM STRATEGY
INNOVATION
How to design solutions for sustainability ? 54
55. What tools for what solution?
Step 4
STEPS APPROACH EXAMPLE
1
PRODUCT LIFE CYCLE ANALYSIS :
IMPROVEMENT
2
PRODUCT DESIGN PRODUCT
REDESIGN
3
FUNCTION HOLISTIC PRODUCT DESIGN
INNOVATION
ECOSYSTEM STRATEGY MICHELLE KAUFMANN
4
From one house to an area
SYSTEM Enlargement of the “conceiving team” with
INNOVATION urbanites and politic people
New technologic to connect the house,
How to design solutions for sustainability ? 55
56. A new way of designing
1. A NEW WAY OF THINKING
AND
2. A NEW WAY OF DESIGNING
AND
3. A NEW WAY OF DOING
AND
Engineer thinking vs Design Thinking
Cross Pollination
4. A NEW WAY OF MANAGING Concurrent Engineering
Deep Collaboration
How to design solutions for sustainability ? 56
57. Why changing?
REACTIVE POSITION PROACTIVE POSITION
For complying the laws, regulations Because you have a vision
norms
Because you want to seduce actual
For cutting costs non-consumers
For differentiate from the sector Because you long for innovations
competitors
Because you are looking for
For adapting the consumers sustainable growth
demands and wills
Because you want to increase the
firm’s and brand’s immaterial values
GET THE WAVE OF CHANGE BEFORE IT BECOMES A CONSTRAINT
How to design solutions for sustainability ? 57
58. The eco-conception benefits
SHORT TERM LONG TERM
BENEFITS BENEFITS
Reduces environmental impact of Increases innovation
products
Develops a greater ability to compete,
Optimizes raw material
consumption and energy use Improves cost-effectiveness
Improves waste management Reduces environmental impacts and
liability
Encourages good design and drives
innovation Gains a system perspective
Cuts costs Improves supply chain
Increases product marketability Increases the immaterial assets
ECO-CONCEPTION INSURES FIRM’S DURABILITY
How to design solutions for sustainability ? 58
59. Change resistance(s)
STRUCTURAL INDIVIDUAL
BARRIERS BARRIERS
How to change the culture and Risk avoidance
organization of an established firm?
How to manage change? Lack of vision
How to assess risks & impacts? Change apprehension
How to insure short-term results in a Reality distortion
long-term strategy?
Lack of incentive
Lack of available information
Strategy perceived as extra costs in
time & money
ORGANIZATION FREEZES AT VARIOUS LEVELS
HOW TO RAISE THESE LOCKS AND OBSTACLES?
How to design solutions for sustainability ? 59
60. Strategic stages
STRATEGIC COMMUNICATION &
STEPS APPROACH
STAGES EXAMPLES
1 MEASURES &
PRODUCT
LIFE CYCLE “BE SILENT!” Most
1 COSTS REDUCTION, Greenwashing risk Companies
ANALYSIS
IMPROVEMENT COMPLIANCE
“BE MODEST!”
2 Risk of Greenwashing
CONSUMER TARGET
PRODUCT DESIGN PRODUCT 2 for the brand
SEGMENTATION Product and
REDESIGN
communication focus
3 “SHARE!”
HOLISTIC PRODUCT
FUNCTION Corporate brand
DESIGN communication
INNOVATION
LONG-TERM STRATEGY
3
OR “PURE PLAYER”
4 “COMMUNITIES”
ECOSYSTEM
SYSTEM Corporate and brand
STRATEGY communication
INNOVATION
How to design solutions for sustainability ? 60
61. Designing solutions
for sustainability
1 IS IT TIME TO RETHINK YOUR STRATEGY?
2 HOW TO DESIGN AND ORGANIZE THE CHANGE?
3 ILLUSTRATIONS: SOME ECO-DESIGN TRENDS
How to design solutions for sustainability ? 61
62. Biomimicry
“Orgatonics” combine traducers and microcontrollers
with organic materials to make digital/natural hybrids
By Baptiste Labrune for Alcatel-Lucent Bell Labs
How to design solutions for sustainability ? 62
63. Modular
“Spring lamp design” was inspired by fresh growth of plants and
allows for multiple configurations using the modular components
By Victor Vatterlein
How to design solutions for sustainability ? 63
64. Multifunctional
“Ori.Tami” wais an example of how design becomes “eco” when it creates
versatile and multifunctional objects, even with non-sustainable materials.
By Giulio Manzoni for Campeggi
How to design solutions for sustainability ? 64
65. Upgradable
Alt Meta It is a new eco-designed computer easy to disassemble and
then easy to repair.
By Alt Meta It.
How to design solutions for sustainability ? 65
66. Reusable
Pi-Pan is a new eco-designed box for pizza which is reusable a
thousand times…
By Pi-Pan
How to design solutions for sustainability ? 66
67. Materials innovative
Made with the foam extracted from potato starch, not only is the chair completely biodegradable
but also, in theory, edible. As it solidifies, the strings of starch create a rigid sculpture.
By Max Lamb - Starch Chair
How to design solutions for sustainability ? 67
68. Convergence
“Iphone” gathers multiple functionalities in a simple interface.
It limits the use of other products or apparel
By Apple.
How to design solutions for sustainability ? 68
69. Lighten design
“Modular cross unit” is a bookshelves made of white lacquered steel
whose slimless and transparency lighten the space.
By Philippe Nigro for Sintesi.
How to design solutions for sustainability ? 69
70. Mono-Materialistic
“Gio chair ” is made from a singular material,
leather or fabric
By Claudio Bellini
How to design solutions for sustainability ? 70
71. Nudge
“Poor little fish” is quite a simple concept making us visualize our
immediate water consumption when we wash our hands
By Yan lu
How to design solutions for sustainability ? 71
72. Transparent
“Second life mobile ” uses very little energy
and degree of transparency shows how much battery is remaining
By …
How to design solutions for sustainability ? 72
73. Techno/ecologically
Czeers is a speedboat for racing powered by solar energy. Its
surface is entirely covered by photovoltaic panels.
By David Czap and Nils Beers
How to design solutions for sustainability ? 73
74. Zero emissions
GreenKitchen - Everything that is expelled from one unit gets filtered and sanitized so
it can be used by another unit, which translates into energy savings of up to 70%.
By Whirlpool
How to design solutions for sustainability ? 74
75. Do It Yourself
“Sac à faire” is a veritable craft kit for making bags that consists of
just one diagram and ten patterns
By Marlne Liska
How to design solutions for sustainability ? 75
76. So…
… HOW TO DESIGN
THE NEXT SUSTAINABLE SOLUTIONS ?
How to design solutions for sustainability ? 76
77. Who are we?
Helixa is a strategy consulting boutique working in the field of disruptive strategies and their
implementation. Set up in 2007 by two partners who were convinced that strategies needed to be
designed differently, Helixa works alongside company managers to invent new solutions, enabling firms to
decide upon and reach the right targets.
Isabelle Thomas
GEORGE VILLENEUVE
Before setting up Helixa, Isabelle worked for more than Thomas worked for close on ten years in the retail and
twenty years in the strategic planning departments of a internet sectors of big French and international groups like
variety of big French and international groups, such as BP, PPR, Fnac, Amazon. He has held a succession of positions,
Henkel, FNAC and PPR. She was notably the manager of namely category manager, business development manager
the strategic planning and development departments of PPR and strategic planning project manager. He notably took part
and Fnac. in the setting up and implementation of the internet strategy
Since1999, she has been an advisor to the leaders of major of the luxury goods firms within the PPR group. As a category
companies, holding groups and trusts – as well as to small manager, he was in charge of e-commerce business units
start-ups – in matters of strategic planning, new technologies with a turnover of more than €50 M and was involved in
and sustainable development. piloting annual growth rates of + 50%. Thomas is an alumni
Isabelle has an engineering diploma in material physics from of ESSEC, where he gained a MBA in Strategic planning and
the National Institute for Applied Sciences of Lyon and has Innovation, and of the IESE Business School (Internet & New
also mastered in strategic planning. Technologies).
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