Sustainable Product and Service Design, Theory

Transcription

1 Sustainable Product and Service Design, Theory Mondays & Wednesdays Teachers: Mikko Jalas & Tatu Marttila + visitors 11/11/15 Sustainable Product & Service Design, Theory 1

2 Sustainable Product & Service Design, Theory: Wednesday morning Product-Service System (PSS) Tools & Service Design 11/11/15 Sustainable Product & Service Design, Theory 2

3 PSS Design Tools: Focus of Action 11/11/15 Sustainable Product & Service Design, Theory 3

4 Sphere of sustainable PSS design action Sphere of production BIZ BIZ Product- Service- System USER Sphere of consumption Background research Strategic analysis Impacts analysis Management and organization Designer System design Service design Co-design Ethnographic research Participatory design User- and/or humancentered design Changing behavior 11/11/15 Sustainable Product & Service Design, Theory 4

5 Sphere of sustainable PSS design focus Sustainable consumption and production at the interplay of stakeholders: Producer Product- Service- System Consumer Designer Sustainable PSS: Functional results as a goal Expanded stakeholder network Sharing vision New roles for stakeholders Ownership into system processes and parts 11/11/15 Sustainable Product & Service Design, Theory 5

6 Expanding stakeholder network, working with vision, roles and offerings Who exist in the system of interest, and who should be introduced to the process? What is the PSS offering from different stakeholder perspectives? How is the interaction and process set up? -> Adjusting vision and transition path iteratively and repeatedly -> Expanding collaboration and interaction during idea incubation, experimenting and scaling up 11/11/15 Sustainable Product & Service Design, Theory 6

7 Source: Fabrizio Cezchin, PSS Design Handbook (Forthcoming) 11/11/15 Sustainable Product & Service Design, Theory 7

8 PSS Tools: Offering Diagram 11/11/15 Sustainable Product & Service Design, Theory 8

9 Offering Diagram This tool has been developed by F. Jegou in the MEPSS (MEthodology for Product Service System development) European Research, GROWTH Programme / European 5th Framework. Tool is downloadable from (registration required). SCOPE: To focus and describe the System basic and added value functionalities. (Source: LeNS teaching material B2.4, by Carlo Vezzoli & Fabrizio Ceschin/Polimi, Italy) 11/11/15 Sustainable Product & Service Design, Theory 9

10 WHAT IS: The Offering diagram tool is a way of representing all the functionalities of a System, around the core function. > core function > added value function > subfunctions WHAT IT CONSISTS OF: it is a graphical progressive representation containing: the visualisation of the core function (main performance) provided by the system the visualisation of the added value functionalities (following a radial pattern around the core function) the visualisation of the subfunctionalities (describing the way the System functionalities will be delivered) 11/11/15 Sustainable Product & Service Design, Theory 10

11 Integration within the PSS design process EXPLORING OPPORTUNITIES phase: In this phase the core function must be identified and described. Identifying the core function means to focus on the main and distinctive performance of the system STRATEGIC ANALYSIS EXPLORING OPPORTUNITIES SYSTEM CONCEPT DESIGN SYSTEM DESIGN AND ENGINEERING (Source: LeNS teaching material B2.4, by Carlo Vezzoli & Fabrizio Ceschin/Polimi, Italy) SYSTEM IMPLEMENTATION 11/11/15 Sustainable Product & Service Design, Theory 11

12 Integration within the PSS design process SYSTEM CONCEPT DEVELOPMENT phase: the System offering should be further developed and detailed, starting from the core function and working on the basic and added-value functionalities that build up the System. STRATEGIC ANALYSIS EXPLORING OPPORTUNITIES SYSTEM CONCEPT DESIGN SYSTEM DESIGN AND ENGINEERING SYSTEM IMPLEMENTATION 11/11/15 Sustainable Product & Service Design, Theory 12

13 How to use the tool INGREDIENTS SELECTION WEEKLY/DAILY PREORDER SUBFUNCTIONS ADDED VALUE FUNCTIONS On line preorder based on the disponibility Using internet or campus information points FOOD DELIVERY Students select food basing on seasonal availability Cooperatives of local producers provide the campus Where you want inside the campus Biologic food Using rickshaws 11/11/15 Sustainable Product & Service Design, Theory 13

14 Part of the detailed Offering Diagram that visualises the all PSS offering Offering Diagram showing the basic and added-value functions of the PSS idea (Source: 11/11/15 Sustainable Product & Service Design, Theory 14

15 Group exercise 1 11/11/15 Sustainable Product & Service Design, Theory 15

16 Group Exercise 1: Offering diagrams Continue in the same groups, and keep on working with your case topic, and preliminary system map Create offering diagrams, for each primary stakeholder if necessary Continue to revise your (stakeholder) system map, if necessary and time allows it Work for 20 min and then present to others 11/11/15 Sustainable Product & Service Design, Theory 16

17 PSS Tools: Stakeholder Interaction Boards 11/11/15 Sustainable Product & Service Design, Theory 17

18 Stakeholder Interaction Boards This tool has been developed by F. Jegou in the MEPSS (MEthodology for Product Service System development) European Research, GROWTH Programme / European 5th Framework. Tool is downloadable from (registration required). SCOPE: To visualize and describe (to design and co-design) the narrative (story) of the front-desk (with the clients) and back-stage interactions (between other stakeholders). (Source: LeNS teaching material B2.3, by Carlo Vezzoli & Fabrizio Ceschin/Polimi, Italy) 11/11/15 Sustainable Product & Service Design, Theory 18

19 Integration within the PSS design process STRATEGIC ANALYSIS phase: visualization of the user interactions related to a case study STRATEGIC ANALYSIS EXPLORING OPPORTUNITIES SYSTEM CONCEPT DESIGN SYSTEM DESIGN AND ENGINEERING SYSTEM IMPLEMENTATION 11/11/15 Sustainable Product & Service Design, Theory 19

20 Integration within the PSS design process EXPLORING OPPORTUNITIES phase: the System tentative idea is partially described visualising and briefly describing an ideal System interaction from the user point of view STRATEGIC ANALYSIS EXPLORING OPPORTUNITIES SYSTEM CONCEPT DESIGN SYSTEM DESIGN AND ENGINEERING (Source: LeNS teaching material B2.3, by Carlo Vezzoli & Fabrizio Ceschin/Polimi, Italy) SYSTEM IMPLEMENTATION 11/11/15 Sustainable Product & Service Design, Theory 20

21 Integration within the PSS design process SYSTEM IDEA DEVELOPMENT phase: the selected system idea is further developed describing and visualising the user s interactions with the system, and the roles of each stakeholder in the system STRATEGIC ANALYSIS EXPLORING OPPORTUNITIES SYSTEM CONCEPT DESIGN SYSTEM DESIGN AND ENGINEERING (Source: LeNS teaching material B2.3, by Carlo Vezzoli & Fabrizio Ceschin/Polimi, Italy) SYSTEM IMPLEMENTATION 11/11/15 Sustainable Product & Service Design, Theory 21

22 Integration within the PSS design process SYSTEM DESIGN AND ENGINEERING phase: Detailed definition of user s interactions with the system, and the roles of each stakeholder in the system STRATEGIC ANALYSIS EXPLORING OPPORTUNITIES SYSTEM CONCEPT DESIGN SYSTEM DESIGN AND ENGINEERING (Source: LeNS teaching material B2.3, by Carlo Vezzoli & Fabrizio Ceschin/Polimi, Italy) SYSTEM IMPLEMENTATION 11/11/15 Sustainable Product & Service Design, Theory 22

23 How to use the tool USER ROLE SYSTEM ROLE 11/11/15 Sustainable Product & Service Design, Theory 23

24 How to use the tool SOLUTION ELEMENTS NEEDED TO CARRY OUT THE SERVICE ATION 11/11/15 Sustainable Product & Service Design, Theory SERVICE ACTION 24

25 PSS Tools Examples 11/11/15 Sustainable Product & Service Design, Theory 25

26 Some Examples Following examples are taken from LeNS Student Competition entries to showcase how MEPSS tools can be used to illustrate system aspects and functions. 11/11/15 Sustainable Product & Service Design, Theory 26

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33 Other (Service) Design Tools 11/11/15 Sustainable Product & Service Design, Theory 33

34 Designing services Tools for all phases of the process (Meroni & Sangiorgi, 2011): Analyzing Business model canvas; Customer Journeys; Storytelling Generating Ideation; Moodboards Developing Service blueprint; Storyboards; System maps Prototyping Living labs; Experience prototyping 11/11/15 Sustainable Product & Service Design, Theory 34

35 Business Model Canvas: 11/11/15 Sustainable Product & Service Design, Theory 35

36 Business Model Canvas: Sustainablility value 11/11/15 Sustainable Product & Service Design, Theory 36

37 Service Blueprint design: 11/11/15 Sustainable Product & Service Design, Theory 37

38 Other tools for service design Designing Services checklist by Meroni & Sangiorgi (2011) in MyCourses See also: Service Design Tools webpage is an open platform of knowledge, shared with the design research community. 11/11/15 Sustainable Product & Service Design, Theory 38

39 Group exercise 2 11/11/15 Sustainable Product & Service Design, Theory 39

40 Group Exercise 2: System interaction flows Continue in the same groups, and keep on working with your case and PSS design within it Create one system interaction flow (type of service blueprint) with a timeline and selected stakeholders There can be several timelines, of which you focus into one Feel free to extend the use of tools, develop them, or take in some other service design tools like personas, service blueprint or storytelling 11/11/15 Sustainable Product & Service Design, Theory 40

41 Readings & Additional Stuff 11/11/15 Sustainable Product & Service Design, Theory 41

42 PSS & service design reading materials Supplementary reading materials in MyCourses (among others): The introduction and scaling up of sustainable PSS - Handbook (Ceschin, 2012) (PDF), in MyCourses Designing Services checklist by Meroni & Sangiorgi (2011) (PDF), in MyCourses More service design tools: 11/11/15 Sustainable Product & Service Design, Theory 42

43 Pre-readings & materials for next session Pre-readings for session #7 (Monday ): Choose one of the two below: * Geels, F. (2004) From sectoral systems of innovation to socio-technical systems Insights about dynamics and change from sociology and institutional theory (Research Policy, Vol. 33) * Smink, M. et al. (2015) How mismatching institutional logics hinder niche regime interaction and how boundary spanners intervene (Technological Forecasting & Social Change) All materials can be found from MyCourses -course page 11/11/15 Sustainable Product & Service Design, Theory 43

44 Continues with: SPSD Theory on afternoon in 344 SPSD Case on Friday (13.11.) 14:00!!! SPSD Theory on Monday (16.11.) 11/11/15 Sustainable Product & Service Design, Theory 44

45 Thanks! 11/11/15 Sustainable Product & Service Design, Theory 45