The document discusses the widening gap between research and commercial application in sustainable design, highlighting a lack of designer engagement in environmental issues despite increased corporate commitments. It outlines the changing landscape of product design, emphasizing the need for designers to adopt a proactive, collaborative approach and integrate social factors into their work. A shift in mindset and methodologies is necessary for designers to effectively tackle environmental challenges and innovate new solutions.

1. A DESIGN CHALLENGE
Timothy Allan (Locus Research)
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009

2. RESEARCH/COMMERCE
2004 we undertook a research project with Delft
• Defined that there was a gap between ‘research’
and ‘commercial application’
• A gulf between the environmental teams within
companies and the rest of the enterprise.
In 2008 trip to EU/US defined, not only had this
gap remained it had widened.
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009

3. STATE
Research focus vs. Commercial Application
Approx year Leading Research Commerce
1980 Awareness of the issue -
1990+ Understanding principles of -
eco-design, Concept of product
service system
2000+ Social factors added to the mix, Awareness of the issue
emergence of ‘sustainable
design’
2009 Social Innovation coming into Understanding principles of eco-
focus as a key driver (people have to design and applying them to NPD
be involved with change)
2015 ? Social Factors added
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009

4. DESIGN/SCIENCE
The key schools in the area have been technical
universities
• Not many actual designers demonstrated interest
or knowledge in the area
• Therefore research has lacked an applied ‘Design’
focus.
• Science/Engineering led, design follows
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009

5. WHAT DOES IT MEAN FOR A DESIGNER
Product design has changed in the last 10 years
• Designers feel like more paperwork and less
designing, on top of an already increasing
research workload
• No commitment from large design companies at
an across the board level
• ‘Not what I got into design for’ attitude viewing it
as a hassle and compliance.
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009

6. CORPORATE VS. DESIGN
Does a corporate commitment mean a design
commitment?
• Still struggle to relate their environmental work to
designers.
• Company may have a commitment, but are the
practical steps in the studio on a day to day basis?
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009

7. REQUIREMENT FOR CHANGE
The game has changed so design has to change
(positively)
• The mindset
• The tools
• Using creativity to create new products and
services
• Becoming more collaborative with other
disciplines.
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009

8. LEARNING TO BE DESIGN
Science led, design followed, design needs to
find its own approach
• New products & services
• Understanding the ‘life cycle’
• Design is effective at understanding and solving
problems involving people
• Needs to become more opportunistic.
NATIONAL EDUCATION & PROFESSIONAL DEVELOPMENT FORUM 12 June 2009