MCBW CIRCO workshop 20160223

INTERACTIVE WORKSHOP CIRCULAR RE-DESIGN PROCESS AS PRESSURE COOKER

Learn about • Circular design strategies • Circular business models

Practice • Pressure cooker process

THIS WORKSHOP

Apply new knowledge to your proposition

• Experience a circular way of working • Be challenged to make choices • Start the journey, risking discomfort and

confusion • Get you curious

PRESSURE COOKER PROCESS

PRESSURE COOKER PROCESS

• Select a product • Identify value destruction • Formulate a design challenge: avoiding value destruction • Apply a design strategy • Apply a business model

SELECT A PRODUCT

• Relevant product in your portfolio

• Don’t you work with products? Choose

• Mobile phone • Baby buggy • Product you are familiar with

Example Jeans

IDENTIFY VALUE DESTRUCTION

sourcing production usage end of life

• Ecological value • Economic value

• Consider the process

• Sourcing • Production • Use • End-of-life

Jeans Sourcing & Production • Much water needed and polluted for

growing and dyeing cotton

Use • Lifespan shorter than technical

lifespan, due to fashion trends

End-of-life • Often in trash: all ecological and

economic value is wasted

IDENTIFY VALUE DESTRUCTION

Jeans Sourcing & Production • Much water needed and polluted for

growing and dyeing cotton

Use • Lifespan shorter than technical

lifespan, due to fashion trends

End-of-life • Often in trash: all ecological and

economic value is wasted

DESIGN CHALLENGE

Avoiding value destruction = A circular opportunity

• How can you increase the value of the product / component / material?

• How can you win back the product / component / material?

• Formulate your design challenge

Jeans Focus on longer use • Customize jeans for attachment

and longer use

Focus on end-of-life • Collect jeans for re-use of jeans or

textiles

Design a product and business model that allows for efficient re-use

PRODUCTS THAT LAST

• TU Delft study

• Give substance to ‘too general terms’ of circular design

• Starting point: ‘longer than average’ usage

• 6 design strategies

• 5 archetype business models

CIRCULAR DESIGN STRATEGIES

1. Product Attachment & Trust

2. Product Durability

3. Standardization & Compatibility

4. Ease of maintenance & Repair

5. Upgradability & Adaptability

6. Dis & Reassembly

Product

Component

1. Product Attachment & Trust

Patek Philippe watch to be inherited

What? Product design tempts the user Why circular? User feels connected to the product and uses it for generations


Product

Component

5. Upgradability & Adaptability

Project Ara modular smartphone

Product

Component

What? Product can easily be adapted during use Why circular? Product can be kept up-to-date to answer changing customer needs


6. Dis & Reassembly

Philips SlimSystem LED


Product

Component

What? Allows components to be taken apart easily Why circular? Low effort to re-use materials and therefore high material recovery rate

DESIGN STRATEGY APPLIED

Apply a design strategy Design strategies 1. Attachment & Trust 2. Product Durability 3. Standardization &

Compatibility 4. Ease of maintenance & Repair 5. Upgradability & Adaptability 6. Dis & Reassembly

Jeans - focus on re-use Entire jeans • Attachment & Trust:

customizing by user • Upgradability & Adaptability:

variable length of trouser leg Material • Ease of maintenance & Repair:

replaceable button

RAPID WRAP-UP

• Your product and design challenge

• The design strategies applied

• Your considerations regarding the design strategy

• The potential outcomes

Product

Service

Sell more, sell faster

1. Classic long-life model

2. Hybrid model

3. Gap-exploiter model

4. Access model

5. Performance model

CIRCULAR BUSINESS MODELS

1. Classic long-life model

Miele washing machine with long lifespan

Product

Service

What? Sell high-quality products, often with premium price Why circular? Products have a long lifespan


3. Gap-exploiter model

Taurus refurbished milking robots

Product

Service

What? - Repair service - Second hand trader - Efficient reversed logistics Why circular? Avoid value destruction by refurbishing and reselling product, components or material


5. Performance model

Rolls-Royce leasing aircraft engines by force/hour

Product

Service


What? Sell product performance, rather than the product itself Why circular? Allows a higher occupancy rate of the product. Repair can be controlled and optimized

APPLYING BUSINESS MODELS

Apply a business model Business models • Classic long-life model • Hybrid model • Gap-exploiter model • Access model • Performance model

Jeans Classic long-life • Premium price for quality and

personalisation • Offer accessories and services Gap-exploiter • Buy back jeans after use • Clean and repair jeans • Sell jeans in secondary market

• The archetype business models applied

• Your considerations

• The interaction between design strategy and business model

• Whether there is a chance of meeting the design challenge

RAPID WRAP-UP

MCBW CIRCO workshop 20160223

Design

Transcript of MCBW CIRCO workshop 20160223