Ugaskohtalatampere 10062011
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Sustainability Awareness in Design Bridging the gap between design research and practice Outi Ugas, Kausaali Oy Trends and Future of 10 June 2011 Cindy Kohtala, Aalto University Sustainable Development Tampere
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Paper presented in Trends and Future of Sustainable Development conference, 9-10 June 2011, Tampere, Finland. Authors Outi Ugas and Cindy Kohtala.
Transcript of Ugaskohtalatampere 10062011
Sustainability Awareness in Design Bridging the gap between design research and practice
Outi Ugas, Kausaali Oy Trends and Future of 10 June 2011 Cindy Kohtala, Aalto University Sustainable Development Tampere
Introduction and motivation The expanding role of design Survey framework and initial findings Discussion
Contents
Outi Ugas, Kausaali Trends and Future of 10 June 2011 Cindy Kohtala, Aalto University Sustainable Development Tampere
Social Transformation
Design!
DESIGN!
4.0
Product / Service Design!
DESIGN!
2.0 Organizational
Transformation Design!
DESIGN!
3.0
Traditional Design!
DESIGN!
1.0
The landscape of design practice and design education (Source: NextDesign Leadership Institute, GK VanPatter and Elizabeth Pastor)
The various roles of the designer and representative statements on design (Source: Valtonen 2007)
Typical statement on design
The design process Typical role for designer
“Global competition and renewal”
“China phenomenon” Design as
innovation driver Vision
2000s Innovation &
competitiveness
Strategy
Roadmaps
Product definition
The entire product development
process
Product aesthetics, styling
1990s Brand building
1980s Design
management
1970s The rise of ergonomics
1960s Involving industry
1950s Promoting the
nation
“Total experience design – from concept
to retail”
“Our product portfolio is consistent”
“The user (be it a child or elderly) is the
most important”
“Design as part of the industrial product
development process”
“We got a prize in Milan”
Design for creating experiences for
customers
Design as coordinator
Design for user understanding
Design as part of a team together with
mechanics and marketing
Designer as a creator
Traditional Design Value!
Profit/revenue!
Ergonomics!
Function!Aesthetics!
User need(s)!
User desire!
Community need(s)!
Resource productivity!
Usability!
Accessibility!
User experience!
Regenerative capacity!
Safety (user)!
Safety (planet)!
TIM
E
BUSINESS!
USABILITY!
RESPONSIBILITY!
Quality!
Brand building!
Innovation driver!
Design Value in a Sustainable Society
Cindy Kohtala
Traditional Design Jurisdiction!
Profit/revenue!Function!
Aesthetics!
Community need(s)!
Resource productivity!
Safety (planet)!
DESIGN 2.0!
DESIGN 3.0!
DESIGN 4.0!
Innovation driver!
Creative fulfilment (designer)!
Creative fulfilment (user)!
DESIGN 1.0!
Societal need(s)!
TIM
E
Brand building!
Regional and national brand building!
User need(s)!
Product/service life cycle!
Dematerialization strategies!
Company differentiation strategies! Safety (user)!
Product-service system!
Ecosystem!
Product/service!
Design Jurisdiction in a Sustainable Society
Cindy Kohtala
What is “good design”? hyvää = good, as in good food but also do good
Five level framework for planning in complex systems, from the Framework for Strategic Sustainable Development (FSSD):
1. System 2. Success 3. Strategy 4. Actions 5. Tools & measures
>> Design is target-oriented action towards some goal, conscious and/or unconscious.
How to define success in design?
Five level framework for planning in complex systems: 1. System 2. Success 3. Strategy 4. Actions 5. Tools & measures >> Design is target-oriented action towards some goal, conscious and/or unconscious.
How to measure success in design?
Five level framework for planning in complex systems: 1. System 2. Success 3. Strategy 4. Actions 5. Tools = measures >> Design is target-oriented action towards some goal, conscious and/or unconscious.
What are the characteristics of the system that designers work within?
What does “good design” mean in a sustainable society?
What is success in sustainability? In a sustainable society, nature is not subject to… 1. … systematically increasing concentrations of
substances extracted from the earth's crust.
2. … systematically increasing concentrations of substances produced by society.
3. … systematically increasing degradation by physical means.
And in a sustainable society, 4. … people are not subject to conditions that
systematically undermine their capacity to meet their needs. (e.g. Robèrt et al, 2002; Robèrt 2009)
The survey:
How to measure success in design?
Dimensions
Outi Ugas, 2011
Survey Framework Outi Ugas, 2011
1. Designer’s competence/capability in responsibility issues 2. Designers and ethics 3. Paying attention to the value chain 4. How designers consider the user’s fundamental needs
Initial findings
3. Paying attention to the value chain
Findings and conclusions
• The commonly acknowledged strengths = the actual characteristics of design
• The gap between a sense of global responsibility and the focus on the user
• PSS in design mainstream >> potential danger that we will lose sight of products and production
• The designer’s own perceived jurisdiction smaller than it could be (or should be)
Research challenges: Ø strategic link between everyday business practice and
addressing the macro needs of both the ecosystem and the society
Ø unpacking the meaning of social sustainability and the layers of the social tissue in terms of user/community/society needs
Aminoff, Christian – Hänninen, Timo – Kämäräinen, Mikko – Loiske, Janne (2010) The Changed Role of Design. Ministry of Employment and the Economy. http://www.tem.fi/files/26881/The_Changed_Role_of_Design.pdf retrieved 9 July 2010.
Max-Neef, Manfred A. (1991) Human Scale Development: Conception, Application and Further Reflections. New York: The Apex Press.
Robèrt, Karl-Henrik – Schmidt-Bleek, B. – Aloisi de Larderel, J. – Basile, G. – Jansen, J.L. – Kuehr, R. – Price Thomas, P. – Suzuki, M. – Hawken, P. – Wackernagel, M. (2002) ‘Strategic sustainable development – selection, design and synergies of applied tools’, Journal of Cleaner Production Vol. 10(3), 197–214.
Robèrt, Karl-Henrik (2009) Real change through backcasting from sustainability principles: presentation of an international research programme built on a unifying Framework for Strategic Sustainable Development (FSSD). Progress in Industrial Ecology, an International Journal Vol. 6(3), 207-215.
Ugas, Outi (2011) Designers and responsibility – How to measure success in design? (unpublished research report, forthcoming). Faculty of Information Technology, University of Jyväskylä.
Valtonen, Anna (2007) Redefining Industrial Design: Changes in the Design Practice in Finland. Doctoral Dissertation, University of Art and Design Helsinki, Finland.
Sources
Outi Ugas Cindy Kohtala Kausaali Oy Aalto University University of Jyväskylä School of Art & Design Helsinki, Finland Helsinki, Finland [email protected] [email protected]
Thank you!
