Design EnterpriseFortnight

Clare BrassDejan Mitrovic

Yoon BahkJohn StevensNick Coutts

Marta CarreraBob Pulley

HARD

STORY

product

Productless?

ProgettoACQUA

SCACCAMarciapiedi, non piedi marci

Partnerships, not clients

Good for business – good for social business?

‘Wicked’ problems too big for one discipline

Desirability and fun

Impact = Biz/Gov/People

Do things differently

• Add pics of each one

Bad news page

Source: New Scientist, 2008

(es: over-fishing, deforestazione,, depauperamento del suolo, cambiamento climatico… over-population…ecc)

DOOM

I have a nightmare…?

stop fixing problems

Start creatingvisions

Designers – quite good at visions

Why are systems important?

Environmental problems: wicked

Relationships between things and people

“I will if you will”

I have a nightmare

…a world full of green products…

Can designers use their skills to earn a living out of tacklingsocial or environmental problems?

Is there another way?

What is Design?

Problem-solving, people focused discipline tackling material problems and facilitating connections

Does design have to only support traditional business?What about social business?

Profit making businesses that trade in goods and services for social or environmental benefit

HOW CAN DESIGN SUPPORT SOCIAL

BUSINESSES?

and easier to use.

By transforming products and services and making them

more desirable

more visible

Ways to intervene in a system

Re-thinking the

way people do

things

Re-thinking the

links between

people

Re-thinking

objects

• add value by reducing waste• design to recycle and remanufacture• design products to last• design out toxicity

Re-thinking

objects

Re-thinking

objects

But if there are no systems in place to deal with this chair beyond its use phase, all those design features are meaningless

• Transport?

• Local?

• Disposal?

• improve feedback from infrastructure

• redesign interaction with infrastructure

• redesign the infrastructure itself

Re-thinking the

way people do

things

No-one wants to act alone.People need to join forces to

address some of the key environmental

and social issuesof our day

business

people

government

Triangular gridlock

Ref: sustainable Development Commission

Re-thinking the

links between

people

There’s a truly gigantic design [and

business] opportunity here. Someone has

to redesign the structures, institutions and

processes that drive the economy.

Someone has to transform the material,

energy and resource flows that, left

unchecked, will finish us”

John Thackara, “In the bubble”

Unfortunately almost no one is paying designers to create positive environmental futures

D.I.Y.

?

An experimental enterprise tackling the urban food-waste problem

The Food Waste Problem:

• Food waste large part of waste stream (18 – 40%)• UK households produce 6.7m tonnes FW / year• People throw away about a third of food bought• Food waste in landfill generates methane (23 x co2)• 3% UK CO2 emissions from landfill (aviation 6%)

• EU legislation making food waste very expensive• Current value of food waste £135/tons and growing• Collections difficult in urban flats• Under-used public spaces in social housing• Strong link between food waste and food growing• Separating f/w raises awareness

The pain / opportunity

Southwark waste targets, and costs per unit for dealing with BMW against employment costs

Mission:

To get every housing estate in Britain composting food-waste on site and using the compost to grow fruit and vegetables

• Design a service in response to this environmental challenge

• And the business case to make it financially sustainable, and repeatable

We Set Out To:

The Food Loop

Insert photograph of rocket

Resident collects biodegradable waste

Caddies are collected

Waste is composted on site

Compost is seasoned

Seedlings are planted

Fruit and vegetable plants planted on the estate

Food for residents

Resident collects biodegradable waste

Stakeholders(we identified and talked to lots of people)

…we made lots of friends…

London Borough of Camden

Defra (government department of environment)

Maiden Lane Community Centre

Maiden Lane residents

We co-designed• Service and communications• Identifying issues and designing solutions• Creating new food growing areas

…and started planting

£?

My allotment

My allotment

Where are we now?Plantify products in development – we are re-designing compost to be both slug repellent and fertiliser in an ‘added value’ format

Collections and compost management gradually being handed over to residents

Want another good reason to think Systems?

Business

model

FinanceNetworking

1. Business modelhow the enterprise makes money

Channel

DeliveryBrand Customer

experience

10. Customer experiencehow you create an overall experience for customers

8. Channelhow you connect your offerings to your customers

9. Brandhow you express your offering’s benefit to customers

Core process

Process.

Enabling process

3. Enabling processassembled capabilities

4. Core processproprietary processes that add value

Product performance

OfferingProduct system

Service

7. Servicehow you service your customers

5. Product performancebasic features, performance and functionality

2. Networkingenterprise’s structure/value chain

6. Product systemextended system that surrounds an offering

Source: Doblin Group

Types of innovation: Beyond products

Core competence planning:

Offering & process

Innovation planning:

Business model

Customerexperience

Core process

Process.

Enabling process

Business

model

FinanceNetworking Product

performance

OfferingProduct system

Service Channel

DeliveryBrand Customer

experience

Using innovation types strategically

Source: Doblin Group

Core process

Process.

Enabling process

Business

model

FinanceNetworking Product

performance

OfferingProduct system

Service Channel

DeliveryBrand Customer

experience

Hi

Lo

Volume of innovation effortsLast 10 years

Source: Doblin Group

value creation

Core process

Process.

Enabling process

Business

model

FinanceNetworking Product

performance

OfferingProduct system

Service Channel

DeliveryBrand Customer

experience

Hi

Your teams

Andor IvanKazu Masuda

Charlotte SlingsbyVidhi Mehta

Giulio AmmendolaLeo Green

Seungyeon RyuMiki Asatani

Wai-Chuen CheungAlberto OrtegaSara ZarakaniErika Laiche

Hwansoo JeonIan Goode

Sheng ChengKatsu Masai

Chia-Hung LinTian-Jia Hsieh

Niya KabirIulia IonescuOkkeun Lee

Ssu Kai LiaoEla Doina NeaguMakoto Sunayama

Junkyung Lee

Wei-Che ChangDuck-Soo Choi

Yue JiangLotta Julkunen

Daniel WalklinChun-Hao WengEleanor Banwell

Katarzyna Zmyslona

Sungwhoon ChoGoki

Judith BergerGodhuli Chaudhuri

Koh MaekawaMing KongHelene Steiner

Naomi Bailey-Cooper

Please get in to your groups

The Team Drop

Morten NielsenIddo WaldSoomin JungFrances Yan

Kiron TsangEdward Hill

Simonetta d'OttavianoElena Dieckmann

The Brief Drop

Have a quick chat in your group. Pick a brief name and go stand next to it. Max 2 groups per brief

OK so where do you start?

The world

The world and its problems

The problem in your brief

Picking a small area of your problem (zooming in)

Understanding how your idea offers a new solution to your problemand how it connectsto theOtherones(zoom-ing out)

· Explore - The zoomed out view

• Find out everything you can about your given theme as if from very high up – ‘the bigger picture’

• Try to understand what the ‘real’ problem is – don’t stop at the symptoms, dig deeper. Keep asking ‘Why is that?’

• This is not a linear process – zoom in and out

Process – some tips

· Write a brief - Zoom in

• Once you have identified a problem, see if you can visualise it – map it out

• Can you move the players on your map to create a new alternative vision of how it might be?

• Look for opportunities (product/service gaps) that could lead to that outcome

• Sketch quick imaginary scenarios• What needs to be put in place in order to achieve that aim?

Process – some tips

· Who are key stakeholders?

• Who is involved in this issue? • Who else might need to be involved? Is their

involvement possible? • Whose involvement would make your task easier?• How will you convince them to be a part?

Process – some tips

· Who owns the pain?

• Now you need to think around your scenario. What else is going on? Are there ways of linking up different kinds of problems that may help achieve your aims?

• Who is currently paying for the problem you are addressing?

• Can you imagine any scenario where the value takes a different path (ie pain-holder pays your enterprise instead of current recipient?

Process – some tips

· Concept generation • How does this idea exist in reality?• Who will benefit?• Who pays?

Process – some tips

· Development of ideas

• How does the business work (detailed overview)?• What are the revenue opportunities?• How will you make it happen?

Process – some tips

Can I do this?

Here’s what others have done

building capability raise awareness

focus on honey product diversification

1 2

3 4

Mike’s project about apples…

Future of street food? Bangkok March 2012

Daniela, Timothy, Paul, Thomas

What I want you to doI want you to create an enterprise (business idea – something that generates income) that somehow joins up one or more macro or local issue.I want you to imagine who you are within this enterprise and make sure it fits with you: ie FoodLoop is not a waste management company, it is a food growing and soil improving company

I don’t want an app or a product or a food cart or a campaign, although all these things might be tools that make your system work. I also don’t want your enterpriose to be a design studio or a consultancy.

What I don’t want you to do

Have fun