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Cassandra Michel: Nike Vapor Max Air Backpack Life Cycle Analysis

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Cassandra Michel: Nike Vapor Max Air Backpack Life Cycle Analysis

  1. 1. NIKE VAPOR MAX AIR BACKPACK LIFE CYCLE ANALYSIS Midterm Presentation | Lifecycles & Flows Cassy Michel October 23, 2013 Products of Design LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  2. 2. OVERVIEW LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  3. 3. THE BASICS Brand + Product: Nike Vapor Max Air Backpack Retail Price: $65 Target Audience: athletes, teens, students Cost: $13.76 Functional Unit: 25lbs x 1 year LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  4. 4. BILL OF MATERIALS EXTERIOR LINING polyester 3.2 oz AIR BAG polyester 5.6 oz polypropylene .55 oz ZIPPERS BUCKLES zinc 1 oz polyurethane .4 oz PANEL + STRAPS polyethylene 5.6 oz POCKETS polyester .44oz latex .36 oz LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  5. 5. PROCESS FLOW SMOG, FOSSIL FUEL DEPLETION, GLOBAL WARMING Taiwan to Guangzhou/ Shanghai 400-1k miles Shanghai to Guangzhou 919 miles Guangzhou to Los Angeles 7, 323 miles From store to home 1-50 miles approx. From home to facility 1-50 miles approx. TRANSPORT TRANSPORT TRANSPORT TRANSPORT TRANSPORT RAW MATERIAL EXTRACTION MANUFACTURE COMPONENTS Resource depletion via metallurgy & polymerizing Solid waste off cuts via cut & sew ASSEMBLE FINAL PRODUCT Solid waste off cuts via cut & sew CARCINOGENS, NON CARCINOGENS, ECOTOXICITY, FOSSIL FUEL DEPLETION DISTRIBUTE TO RETAIL USE Energy use at retail store Washing + Hoarding FOSSIL FUEL DEPLETION END OF LIFE Mostly reuse/ little recycling FOSSIL FUEL DEPLETION, ECOTOXICITY LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  6. 6. STAKE HOLDERS SMOG, FOSSIL FUEL DEPLETION, GLOBAL WARMING Taiwan to Guangzhou/ Shanghai 400-1k miles Suppliers Manufacturers Workers TRANSPORT Employees Local Citizens Local Citizens Nike Distributors Manufacturers TRANSPORT Employees TRANSPORT Employees Users Local Citizens Nike Nike RAW MATERIAL EXTRACTION MANUFACTURE COMPONENTS Resource depletion via metallurgy & polymerizing Solid waste off cuts via cut & sew ASSEMBLE FINAL PRODUCT Solid waste off cuts via cut & sew CARCINOGENS, NON CARCINOGENS, ECOTOXICITY, FOSSIL FUEL DEPLETION From home to facility 1-50 miles approx. From store to home 1-50 miles approx. Guangzhou to Los Angeles 7, 323 miles Shanghai to Guangzhou 919 miles Donation Users facilities TRANSPORT TRANSPORT Local Citizens Secondary users Local Citizens DISTRIBUTE TO RETAIL USE Energy use at retail store Washing + Hoarding FOSSIL FUEL DEPLETION END OF LIFE Mostly reuse/ little recycling FOSSIL FUEL DEPLETION, ECOTOXICITY LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  7. 7. USE CASE ANALYSIS LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  8. 8. USE CASE ANALYSIS People tend to collect backpacks; 38% own 2-3, 20% own 3+ LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  9. 9. USE CASE ANALYSIS People hold on to their backpacks; 34% for 3-5 yrs, 23% for 5-7 yrs, 30% for 7+yrs LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  10. 10. USE CASE ANALYSIS The highest end of life scenario is reuse; 28% gift it, 36% donate it LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  11. 11. USE CASE ANALYSIS Washing backpack take aways: In a survey of 20 people, 35% wash their backpacks They wash on an average of 1x every 2 years More canvas backpacks get washed than plastic/polyester/nylon backpacks LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  12. 12. LIFE CYCLE ANALYSIS LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  13. 13. LIFE CYCLE ANALYSIS Greatest impacts: • • • SBOM input: die casting, zinc Impact category: non carcinogenics; Life cycle stage: manufacturing LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  14. 14. LIFE CYCLE ANALYSIS Close up on impacts: • • Zinc is a major culprit The process of die casting has the largest impact LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  15. 15. LIFE CYCLE ANALYSIS Greatest impacts excluding zinc: • • • SBOM input: polytrimethylene terephthalate Impact category: carcinogenics Life cycle stage: manufacturing LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  16. 16. LIFE CYCLE ANALYSIS Least Efficiency: • • • Inside air bag 44.48% efficiency compared to 79.50-90.63% Process: vacuum formed TPU sheet, HF welding, and inflation at Nike Shanghai facility LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  17. 17. RECOMMENDATIONS LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  18. 18. REC 1: ZERO ZINC Insight: The use of zinc has the highest environmental impact; it also makes it difficult to recycle the item given it requires disassembly Recommendation: Become a zero zinc company Strategy: Identify alternative materials; preferably plastic for easy recycling BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  19. 19. REC 2: REVISIT RECYCLING Insight: Nike has a reuse a shoe program which transforms sneakers into sports surfaces....why not include backpacks? Recommendation: After becoming zero zinc, promote backpack recycling Strategy: Identify best populations and areas for intervention and extend the program BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  20. 20. REC 3: HELP HOARDERS Insight: 23% of backpack owners responded “I don’t throw them away” and one respondent commented “I just realize I hoard...” Recommendation: Help hoarders clean out their backpack collections Strategy: Create a playful campaign targeting hoarders; encourage hoarders to donate their over abundance of backpacks to those in need BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  21. 21. REC 4: AIM FOR AWESOME AIR Insight: Max Air’s visible technology feature is iconic but it’s also inefficient with a 44.48% efficiency; this score is unacceptable for a top performing brand Recommendation: Make Vapor Max Air awesome by making it more efficient Strategy: Through the power of innovation identify the better manufacturing method for Air BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  22. 22. THANK YOU. QUESTIONS? LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  23. 23. APPENDIX LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  24. 24. APPENDIX: 350 WORDS The Nike Vapor Max Air backpack analysis started with research both into Nike and backpacks in general. After many e-mails I was put in touch with Tory Cross, Lead Innovator at the Innovation Kitchen at Nike and former Advanced Products Designer in the Bags Innovation Group at Nike. I quickly jumped on a call with Tory and he described the process of how backpacks were designed, the target audience, and the materials used. He also followed up by sending a few spec sheets which included the full list of materials, locations of manufacturing and assembly, along with efficiencies. The next step was to deconstruct the bag and identify all of the materials. I then weighed each piece and calculated the off cut efficiencies. The most eye-catching piece of data was regarding the air bag which has an efficiency of 44.48%; rather lower especially compared to the rest of the bag. Immediately, I knew this was an area for exploration and possible redesign. From there I entered the information into the sustainable minds software to calculate impacts. What I found was that zinc zippers were the main culprit. This was interesting to me given that in my conversation with Tory he had mentioned that the backpacks were not easily recyclable because of the zinc zippers. The rest of the backpack is made up of different types of plastic and because of the zinc zippers recycling would be challenging as there would first need to be a program in place to disassemble the zinc from the rest of the bag. Therefore, one easy solution for making the Nike Vapor Max Air backpack more sustainable would be to eliminate the zinc. This simple step would not only reduce the impact of the zinc but would also make the backpack easy to recycle. I also conducted some research into my users and how they used and disposed of their backpacks. The most interesting insight was regarding user behavior and how they tended to not only keep their backpacks for several years but they collected backpacks over time. One user referred to is as “hoarding.” This gave me final idea for exploration which would revolver around this unique user behavior. BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  25. 25. APPENDIX: FULL ANALYSIS BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  26. 26. APPENDIX: FULL ANALYSIS BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  27. 27. APPENDIX: FULL ANALYSIS BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  28. 28. APPENDIX: FULL ANALYSIS BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  29. 29. APPENDIX: FULL ANALYSIS BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  30. 30. APPENDIX: SOURCE DOCUMENTATION Bill of Materials, Cost Sheet, Manufacturing locations, and design questions: Tory Cross, Lead Innovator, Innovation Kitchen at Nike; formerly Advanced Products Designer in the Bags Innovation Group at Nike Manufacturing processes and transportation assumptions: http://en.wikipedia.org/wiki/Zipper http://en.wikipedia.org/wiki/YKK_Group http://www.alibaba.com Weights and measurements: measured by myself Lifecycle analysis: using www.sustainableminds.com User analysis: survey of5 questions with 53 respondents using surveymonkey.com https://www.surveymonkey.com/analyze/?survey_id=45205158&OPT=NEW BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  31. 31. APPENDIX: PROCESS PHOTO BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  32. 32. APPENDIX: PROCESS PHOTO BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  33. 33. APPENDIX: PROCESS PHOTO BRAND, PRODUCT, EXPERIENCE | MANSI & CASSY
  34. 34. APPENDIX: PROCESS PHOTO SMOG, FOSSIL FUEL DEPLETION, GLOBAL WARMING Taiwan to Guangzhou/ Shanghai 400-1k miles Taiwan to Guangzhou/ Shanghai 400-1k miles Guangzhou to Los Angeles 7, 323 miles From store to home 1-50 miles approx From home to facility 1-50 miles approx TRANSPORT TRANSPORT TRANSPORT TRANSPORT TRANSPORT RAW MATERIAL EXTRACTION MANUFACTURE COMPONENTS ASSEMBLE FINAL PRODUCT DISTRIBUTE TO RETAIL USE Resource depletion via metallurgy & polymerizing Solid waste off cuts via cut & sew Solid waste via cut & sew Energy use at retail store Washing + Hoarding CARCINOGENS, NON CARCINOGENS, ECOTOXICITY, FOSSIL FUEL DEPLETION FOSSIL FUEL DEPLETION END OF LIFE Mostly reuse/ little recycling FOSSIL FUEL DEPLETION, ECOTOXICITY LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13
  35. 35. APPENDIX: PROCESS PHOTO SMOG, FOSSIL FUEL DEPLETION, GLOBAL WARMING Taiwan to Guangzhou/ Shanghai 400-1k miles Taiwan to Guangzhou/ Shanghai 400-1k miles Suppliers Manufacturers Workers TRANSPORT Workers Local Citizens Local Citizens Nike Guangzhou to Los Angeles 7, 323 miles Manufacturers TRANSPORT Distributors TRANSPORT Workers Users Local Citizens Nike Nike RAW MATERIAL EXTRACTION MANUFACTURE COMPONENTS ASSEMBLE FINAL PRODUCT Resource depletion via metallurgy & polymerizing Solid waste off cuts via cut & sew Solid waste via cut & sew CARCINOGENS, NON CARCINOGENS, ECOTOXICITY, FOSSIL FUEL DEPLETION From store to home 1-50 miles approx From store to home 1-50 miles approx TRANSPORT DISTRIBUTE TO RETAIL Energy use at retail store FOSSIL FUEL DEPLETION Users USE Washing + Hoarding Donation facilities TRANSPORT Secondary users Local Citizens END OF LIFE Mostly reuse/ little recycling FOSSIL FUEL DEPLETION, ECOTOXICITY LIFECYCLE ANALYSIS | CASSY MICHEL | 10.23.13

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