2015 06 23 designers as change makers arjanna van der plas

BUSINESS THROUGH CIRCULAR DESIGN

CIRCO

DESIGNERSIN THE CIRCULARECONOMY


CIRCOTODAYS PROGRAM

9:00 - 9:30

9:30 - 10:00

10:00 - 10:30

10:30 - 10:45

10:45 - 11:15

11:15 - 12:25

12:25 - 13:10

13:10 - 13:40

13:40 - 14:10

14:10 - 15:10

15:10 - 15:25

15:25 - 15:40

15:40 - 16:25

16:25 - 17:05

17:05 - 17:35

Intro

Inspiration speach by Douwe-Jan Joustra

Discussion

Break

Presentation: Designers as change agents

Map current situation

Lunch

Presentation: Circular business and design

The Matching Game

Re-design Part 1

Mini Discussion

Break

Re-design Part 2

Ambition Statement

Presentations


CIRCO

FROM LINEARTO CIRCULAR


CIRCOLINEAR VALUE CREATION

PARTSMANUFACTURER

PRODUCTMANUFACTURER

BRAND/COMPANY

USERMINING/MATERIAL MANUFACTURING

LABOURENERGYMATERIALS

VA

LUE

CREA

TIO

N


CIRCOLINEAR VALUE CREATION

PARTSMANUFACTURER

PRODUCTMANUFACTURER

BRAND/COMPANY

USER LANDFILL/INCINERATOR

MINING/MATERIAL MANUFACTURING

VALUE DESTUCTIONLABOURENERGYMATERIALS

VA

LUE

CREA

TIO

N


CIRCOTHE CIRCULAR SYSTEM

VALU

E CR

EATION

VALU

E PRESERVATION

LONGER USE

PRODUCT RE-USE

PRODUCT PARTS RE-USE

USER

RECOVERY

RECYCLINGFACILITY

PARTSMANUFACTURER

PRODUCTMANUFACTURER

MATERIAL

BRAND/COMPANY

EFFICIENT USE


CIRCO

DESIGNERSASCHANGEAGENTS

Why are designers the ones to spearhead this movement?

Designers change habits and behavior. They create accessibility. They look to

nature for inspiration. And they’re optimists.

– Valerie Casey

“ “

USER NEED USER NEED

BUSINESS MODEL

BUSINESS MODEL

DESIGNMATERIAL

CONSTRUCTIONPRODUCTION

DESIGNMATERIAL

CONSTRUCTIONPRODUCTION

LINEAR ECONOMY CIRCULAR ECONOMY


CIRCOTHE INNOVATION PROCESS


CIRCOTHE INNOVATION PROCESS

INNOVATION PROCESS (TIME)

CH

ARA

CTE

RIST

ICS

FUZZY FRONT END (FFE)

INFLUENCE COST O

F CHANGES

INFORMATIO

N

AN EARLY INTRODUCTION OF CIRCULAR THINKINGINCREASES THE CIRCULARITY OF THE OUTCOME.

EARLY IMPROVEMENT IN PROBLEM DEFINITION AND LONG TERM RELATIONSHIP AFFECTS STRATEGIC DECISION MAKING OF CLIENT.


CIRCOBUSINESS THROUGH

CIRCULAR DESIGN

CIRCODesign will play a key role in the

transition to a circular economy. We need to educate and inspire the design industry

to take up this challenge.- Sophie Thomas, The Great Recovery

Designers must be bolder and broader. New generations of system thinkers are

needed.- The Great Recovery Report

Designers are excellent problem solvers, but we’re giving them the wrong problems

to solve.- Mark Shayler, Author of ‘Do Disrupt: Change the status quo or become it’


CIRCO

DEVELOPING CIRCULAR CONCEPTS

STAKEHOLDER MAPPING

RE-DESIGN FOR BUSINESS MODELS

RE-DESIGN FOR DESIGN STRATEGIES

VALUEPROPOSITION

AMBITIONSTATEMENT

&VISION

MINI CIRCLE SCAN

CU

RR

ENT

STA

TECIR

CU

LAR

VIS

ION


CIRCOTODAYS CREATIVE MENU

COMPETITORS

MATERIAL

ENERGY

CUSTOMER NEED CUSTOMER RELATIONSHIP/TOUCH POINTS

USE OF PRODUCT

WASTE

RECAPTURED MATERIAL

WASTE/RECYCLING COSTS

TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES

UPCOMING RISKS / BARRIERSINNOVATION / TRENDS

MINI CIRCLE SCAN

Boxspringbed Inc.BUSINESS THROUGH

CIRCULAR DESIGN

CIRCOTHE MINI CIRCLE SCAN

COMPETITORS

MATERIAL

ENERGY


USE OF PRODUCT

WASTE

RECAPTURED MATERIAL


TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES


MINI CIRCLE SCAN

textiles > C2Csteel (recycling steel?)foam (glued)packaging

gastransport (fuel)

steel,human resources

Boxspringbed Inc.

most expensive

154 in factory55 selling20 administration

INPUT

• What is your product composed of? Think about the materials used in your product(s)

• Where are your materials sourced from? Are there any risks or concerns associated with specific materials or processing techniques used in production of your products? (e.g. supply risks, ethical concerns, toxicity, high environmental impact in production technique)

• What other inputs are needed in the production of your product? Water/Ecological/Biodiversity impact (ie negative effect on surrounding factory environment, etc); People

• Are there risks associated with these resources? What type of energy? What are the material/energy/labour input for your product?

• How is your product distributed (logistics)? Which type of energy?


CIRCO

COMPETITORS

MATERIAL

ENERGY


USE OF PRODUCT

WASTE

RECAPTURED MATERIAL


TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES


MINI CIRCLE SCAN


all parts except for the mattress

dispose of mattress> 30€

gastransport (fuel)


Boxspringbed Inc.

most expensive


steel scrap>recycling

mattresses >take back

OUTPUT

• What happens to your products at the end of life?

• What post-production waste exists in the creation of your product? (e.g. surplus of energy because of a production process)

• How do you currently dispose your waste? (Is it burned, recycled, etc.).

• Is there anything that could be of value in what you now see as waste?

• Are there return logistics for your product?

• What do you (or other organizations) do with the returned products?

• What is the material and energy leakage? Consider the whole system.


CIRCO

COMPETITORS

MATERIAL

ENERGY


USE OF PRODUCT

WASTE

RECAPTURED MATERIAL


TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES


MINI CIRCLE SCAN




gastransport (fuel)


bedframemattressadditionals (pillows, duvet, ..)

ergonomicly fitted sleeping arrangement

everyone,hotel guests

dailyat home/hotels

change winter/ summersettings

assessment of sleeping habit

delivery of bed

take back of old mattress

online shop

brand shop

dealer

Boxspringbed Inc.

most expensive




• How and where are your product(s) distributed?

• How is your relationship with you customers? Think of touch points, brand perception, etc.

• What solution(s) are you offering your users/customers? What is your core value propostion?

• What is the length and frequency of your customers’ need?• What are your customers’ needs?• Where and how do your users use the product(s)?

USE

& V

ALU

EBUSINESS THROUGH

CIRCULAR DESIGN

CIRCO

COMPETITORS

MATERIAL

ENERGY


USE OF PRODUCT

WASTE

RECAPTURED MATERIAL


TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES


MINI CIRCLE SCAN




gastransport (fuel)




customers move more often > modular bed?increased sustainability interestindividual mattress fitting

IKEA, Clouds sleeping, Auping, ...

increased taxes for unrecyclable material,steel shortage (higher price)

dailyat home/hotels



delivery of bed


online shop

brand shop

dealer

Boxspringbed Inc.

most expensive




OV

ERA

LLSY

STEM

• What are innovation and technological trends that are relevant for your product?

• What are social/economic trends?• What are potential risks you face in the coming years?• What are the limiting factors (barriers) to going circular because of

your current state of business?• Are there any legal issues?• Do you have binding contracts with suppliers/parters?• Who are your competitors?


CIRCO

COMPETITORS

MATERIAL

ENERGY


USE OF PRODUCT

WASTE

RECAPTURED MATERIAL


TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES


MINI CIRCLE SCAN




gastransport (fuel)







dailyat home/hotels



delivery of bed


online shop

brand shop

dealer

Boxspringbed Inc.

most expensive






CIRCO

• What is your product composed of? Think about the materials used in your product(s)

• Where are your materials sourced from? Are there any risks or concerns associated with specific materials or processing techniques used in production of your products? (e.g. supply risks, ethical concerns, toxicity, high environmental impact in production technique)

• What other inputs are needed in the production of your product? Water/Ecological/Biodiversity impact (ie negative effect on surrounding factory environment, etc); People

• Are there risks associated with these resources? What type of energy? What are the material/energy/labour input for your product?

• How is your product distributed (logistics)? Which type of energy?

• What happens to your products at the end of life?

• What post-production waste exists in the creation of your product? (e.g. surplus of energy because of a production process)

• How do you currently dispose your waste? (Is it burned, recycled, etc.).

• Is there anything that could be of value in what you now see as waste?

• Are there return logistics for your product?

• What do you (or other organizations) do with the returned products?

• What is the material and energy leakage? Consider the whole system.

• How and where are your product(s) distributed?

• Where and how do your users use the product(s)?

• What is the length and frequency of your customers’ need?

• What solution(s) are you offering your users/customers? What is your core value propostion?

• How is your relationship with you customers?

Think of touch points, brand perception, etc.

USE

& V

ALU

EO

VER

ALL

SY

STEM

OU

TPU

TIN

PU

T

• What are innovation and technological trends that are relevant for your product?

• What are social/economic trends?

• What are potential risks you face in the coming years?

• What are the limiting factors (barriers) to going circular because of your current state of business?

• Are there any legal issues?

• Do you have binding contracts with suppliers/parters?

• Who are your competitors?

THE MINI CIRCLE SCAN

COMPETITORS

MATERIAL

ENERGY


USE OF PRODUCT

WASTE

RECAPTURED MATERIAL


TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES


MINI CIRCLE SCAN




gastransport (fuel)







dailyat home/hotels



delivery of bed


online shop

brand shop

dealer

Boxspringbed Inc.

most expensive





indirectdirect

GOVERNMENT

ASSOCIATIONS

COMMUNITIES

PRODUCERS

COMPETITORS

OTHER ORGANIZATIONS

DEALERS/RETAIL

CLIENT

COLLEAGUES

SUPPLIERS

USERS

POSSIBLE STAKEHOLDERS

STAKEHOLDER MAPPING

• List all relevant stakeholders on the map.

• Are you in direct or indirect contact with these stakeholders?

• Use the suggestions in the box to make sure to capture them all.


CIRCOSTAKEHOLDER MAPPING

COMPETITORS

MATERIAL

ENERGY


USE OF PRODUCT

WASTE

RECAPTURED MATERIAL


TARGET GROUP

PRODUCT/S

DISTRIBUTION

LABOUR

FINANCES


MINI CIRCLE SCAN




gastransport (fuel)







dailyat home/hotels



delivery of bed


online shop

brand shop

dealer

Boxspringbed Inc.

most expensive





indirectdirect

GOVERNMENT

ASSOCIATIONS

COMMUNITIES

PRODUCERS

COMPETITORS

OTHER ORGANIZATIONS

DEALERS/RETAIL

CLIENT

COLLEAGUES

SUPPLIERS

USERS

POSSIBLE STAKEHOLDERS

STAKEHOLDER MAPPING

VALUE PROPOSITION

For (target customer)

who (statement of need or opportunity)

our (product/service name)

is (product category)

that (statement of benefit).caters individual ergonomical sleeping needs


CIRCOVALUE PROPOSTION

everyone

a sleeping arrangement

boxspringbed

wants to start the day energized


CIRCO

WELL DONE!

NOW FORGET ALL ABOUT CURRENT MATERIALS,

SUPPLIERS & CO!

AND LET‘S TURN YOUR VALUE PROPOSITION INTO AN AWESOME CIRCULAR PRODUCT!

2015 06 23 designers as change makers arjanna van der plas

Design

circular business

circular design circobusiness

design industry

business models redesign

circular concepts

matching game redesign

stakeholder mapping

great recovery designers