Ecodesign as an integrated innovation strategy in industrymaturity profile Gap analysis and...

Professor Tim C. McAlooneProfessor Tim C. McAloone

Ecodesign as an integrated Ecodesign as an integrated innovation strategy in industryinnovation strategy in industry

• Background and motivation for ecodesign

• Examples of ecodesigned products and systems

• Examples of ecodesign process

Disposition

2 DTU Mechanical Engineering, Technical University of Denmark

• Examples of ecodesign process

• Generic approaches to ecodesign in industry

• From product to product/service thinking for ecodesign

• A note on education

• Reflections and conclusions

• In 2050 we will need 8.5 planets to absorb the amount of C02 produced

• In 2050 it will take 3.5 planets to sustain the amount of cement currently used

Resource depletion examples / Factor X


• In 2050 3.5 planets will be needed in order to meet our current levels of wood consumption

• In 2050 3.5 planets will be required to meet our current steel consumption levels

[demi project, UK]

Why ecodesign?

“Technology just keeps getting better on its own” [W. Young, IBM, 1996]

Specific electrical consumption

by household appliances

Stock of electrical appliances in households


[Energy statistics: Energistyrelsen, 2006]

”… and it surely needs to!”Private consumption and electricity use in households

“Sustainability is like an undergraduate

party. At 1 am everybody says ‘I am

really drunk! I had better stop drinking

and go home…’ Same thing happens at

2am, 3am, etc…”

Two problems of material product ownership (1)

• Product usage• The emerging pattern of environmental load vs. responsibility


Traditional producer responsibility

Here’s where the action is!

+ WEEE

Two problems of material product ownership (2)

• Consumerism


Challenges on the path to sustainability


• A product’s use is not (traditionally) defined by the designer, but

does the designer have a responsibility for how products are

used?

But why exactly the design phase?


TRANSPORT

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Design for Environment...

...permeates all phases of the life cycle


Life cycle workshop, Steelcase USA, Sept. ’09


Vertical integration of sustainability strategy in Vertical integration of sustainability strategy in the organisationthe organisation


Design vs. DfE vs. Sustainable Design

• Will the side-effects of the product be considered and

The designer’s perspective

The sustainable designer’s perspective

• How to create a functional product that lives up to the functional needs of the user?


product be considered and sensible?The side-effects justify the means!

• Is the objective and the aim with the product good?i.e. morally acceptable?

• Will the effects of the action (most probably) correspond with the objective?

[Inspired by Eekels]

Examples of ecodesignedExamples of ecodesignedproductsproducts and and systemssystems

• In 2050 we will need 8.5 planets to absorb the amount of C02 produced

• In 2050 it will take 3.5 planets to sustain the amount of cement currently used

Resource depletion examples / Factor X


• In 2050 3.5 planets will be needed in order to meet our current levels of wood consumption

• In 2050 3.5 planets will be required to meet our current steel consumption levels

[demi project, UK]

Durability

Sufficiency

Efficiency

Seven key criteria for sustainable design

Sales Installation DisposalMaintenanceUseRaw

materialsTransportAssemblyManufacture


Equity

Systems thinking

Scale

Appropriateness

[Datshefski , after demi project]

Please Chair from Steelcase

Fewer parts & changed materials

15% less transport weight (& volume)

Better recyclability




Better recyclability

Durability

Efficiency

[se: www.steelcase.com]

ReElight Battery-free bicycle lamps

Inductive safety lamps for cycles

Eliminates all need for batteries

Extra safety elements added




Extra safety elements added

Durability

Efficiency

Systems thinking

[se: www.reelight.com]

’A-Pump’ from Grundfos

Low-energy circulation pump for

housing complexes




Durability

Efficiency

Systems thinking

[se: www.grundfos.com]

Xerox DC 265 Photocopier

Durability, repair & disassembly




Service rather than product

Efficiency

Systems thinking

[se: www.xerox.com]

SomeSome examplesexamples of ecodesign of ecodesign processprocess

This is ecodesign!This is ecodesign!


But how to implement good ecodesignBut how to implement good ecodesignpractice into a company?practice into a company?

Observation of industrial ecodesign achievements

Philips

Single focusproduct eco-

Full scale process implementation in


Danfoss

product eco-redesigns ”first-mover” corporations

Observation of industrial ecodesign achievements

Philips

Single focusproduct eco-

Full scale process implementation in


Danfoss

The ”chasm of no DfE”

Most companies fit intothis category

product eco-redesigns ”first-mover” corporations

A guide for product development

Guides printed/distributed: 6.000 (4.500 DK + 1.500 UK)

Downloaded: 3.000+

Available electronicallyLink on www.kp.mek.dtu.dk


Free of charge

No copyright

Translated by Daniela Pigosso

Use context

Step 1

Overview

Step 2

Eco-profile

Step 3

Step 4

Generic seven-step approach to ecodesign


Actor-network

Quantifying

Step 5

Conceptualisation

Step 6

Eco-strategy

Step 7

Steps 1-6 are an innovative, environmental-oriented experiment. Extract your experiences from these steps and make a generalised plan for your company’s environmental strategy:

Great steps in ecodesign implementationNatura’s results over the past 12 months


Use context

Step 1

Overview

Step 2

Eco-profile

Step 3

Step 4



Actor-network

Quantifying

Step 5

Conceptualisation

Step 6

Eco-strategy

Step 7

Framing DfE efforts and evolvement in industry

Corporate environmental activities and focus

Environmental policy and strategy

(Re)organising for DfE

1.

2.

5.


[McAloone & Bey, 2008]

Environmental competencies in the organisation

Methods for DfE

3.

4.

Diagnosis of the current maturity profile on ecodesignevaluation of strengths and weaknesses and benchmarking of best practices

Definition of projects for ecodesign implementationDeployment of strategic roadmaps

Framework for continuous ecodesign improvementImprovement of the product development and related processes

DfE maturity modellingA thorough and mature approach to aiding DfE implementation


More information:

Daniela Pigosso ([email protected])

Eco-M2 portal: www.eco-m2.com

… in one month: full diagnosis + improvement opportunities + framework for continuous improvement

Common language and sharedCommunication and motivational tool

EcoM2 project – current status

1Vertical approach

In-depth implementation of the EcoM2 at Grundfos

2

Horizontal approach

EcoM2 application into several companies

Goals:

• Gather evidence to improve the theory on ecodesign implementation andmanagement, in the context of the EcoM2

• Increase the implementation and management of ecodesign into several companies

Diagnosis of the current maturity profile

Gap analysis and identification of

Improvement cycle 1


Definition of improvement projects for ecodesign implementation

Evaluation of the results

Gap analysis and identification of opportunities

Portfolio management of improvement projects

Implementation of the improvement projectsI

mprovement cycle 1

Continuous improvement

Improvement cycles 2, 3, etc...

Pre

-sele

cte

d c

om

panie

s:

Diagnosis of the current maturity profile

Gap analysis and identification of opportunities

Definition of improvement projects

BeyondBeyond productproduct ecodesignecodesign… … towardstowards product/serviceproduct/service--systemsystem ecodesignecodesign

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PSS gives access to the whole life cycle...


Design for service:

• Design for Maintenance

• Design for Upgrade

• Design for (Remote) Monitoring

Based on a full “customer

activity” understanding through

own data, plus development of

own competencies

What is a Product/Service-System?A generic framework for PSS design

Four basic elements need designing:


PSSdesign

• Design for (Remote) Monitoring

• Design for Reuse

• Design for Replacement

• Design for Longevity

own competencies

Expanded set of stakeholders

must be involved

Existing infrastructure

utilised, plus new

infrastructure developed

[after Mont]

Shifting from product- to service orientationProduct-oriented business: Danfoss food retail refrigerationcontrollers


[Matzen 2009]

Monitoring of performance

Optimisation projects

Performance reporting

System design supportControllers

Shifting from product- to service orientationService-oriented business: RETAILCARE refrigeration services


Contracts with shop fitters

Contracts with service suppliers

Responsibility transfer to service provider

Internet

Data servers

Monitoring center

Etc.

Controllers

Refrigerationsystems

[Matzen 2009]

PSSdesign

Customer benefits:

Optimised operational performance (energy)

Low risk of system failure and downtime

Operational responsibility transferred to experts

[after Mont]

Environmental impact potential of stakeholder transactions in the value chain

High gas consumption

Traditional business model for Gas-Co.: Sales of gas to B2B customer

B2BCustomer


Low gas consumption

… Gas-Co.’s business model can never be sustainable,no matter how clean their gas is – they’re

simply too motivated to sell gas!

Gas-Co.

Customer

Low gas consumptionLow gas consumption

But with a change in business thinking and a shift to sales of value, rather than product…

New business strategy for Gas-Co.: Sales of efficient gas consumption to B2B customer



… by choosing a new product – “total efficient operation” – the conflict is removed and the world has

been saved!

B2BCustomer

Gas-Co.

SolutionNeed

You have just witnessed a move towards a so-called sustainable partnership, which is also a type of ecodesign task



Sustainability as a driver for innovation of whole systems


Ecodesign of product/serviceEcodesign of product/service--systemssystems

What’sWhat’s neededneeded??


A simple coding system:

• Blue text – Tools & methods• Green text – Competencies• Red text – Organisational aspects

A simple coding system:

• Blue text – Tools & methods• Green text – Competencies• Red text – Organisational aspects

RegardingRegarding competenciescompetencies……

……howhow do do wewe teachteach all of all of thisthis??

10 pt. project course, fifth semester D&I, 3010 pt. project course, fifth semester D&I, 30--50 students/yr.50 students/yr.

Runs in parallel with theory course “Product life and environmental issues”Runs in parallel with theory course “Product life and environmental issues”

Examples of tasks on the PSS courseExamples of tasks on the PSS course::

•• SustainableSustainable kitchenkitchen of the futureof the future

•• RadicalRadical rere--designdesign of of energyenergy usingusing productsproducts

Teaching PSS to engineersTeaching PSS to engineersPSS course at DTUPSS course at DTU


•• RadicalRadical rere--designdesign of of energyenergy usingusing productsproducts

•• SustainableSustainable homehome heatingheating systemssystems

•• The The sustainablesustainable DTU campusDTU campus

•• The intelligent and The intelligent and ecoeco--friendlyfriendly homehome

•• ReducingReducing plastic plastic wastewaste in Copenhagen City in Copenhagen City CouncilCouncil

Product Life Gallery example from 2012


Customer Activity Cycle exercisein maritime industry

Ship cabling managerYIT

Ventilation expertNovenco

StudentDTU

FacilitatorDTU

C

DirectorDanish Maritime

LearningLearning vs. vs. teachingteaching ecodesignecodesign


• Proceedings from “product life and environmental issues” course

Research-based teaching


PSS business emergence from DTU


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Version 1 Version 2

Biomimetics activities at DTU (1/4)

[Torben Lenau, DTU]


Focus area Ecodesign potential/relevance

Biomimetics as a creativity method

Biocard design method

Improved search and communication of

biological principles

Pointers to new ways of thinking design

solutions, that may lead to resource-

reduced solutions


Bio photonics

1. ALPHA – algae as photonic filters

2. Beetle inspired reflectors

1) Natural UV filters, which can be added to plastics, paint,

sun-creme etc.

Gives longer lifetime and increases recyclability (of plastic)

2) Enable more natural colour pigments and reduce need for

metal-coating of plastic components – i.e. less

environmentally harmful and more recyclable plastic

materials. Another perspective is the possibility of colour-



materials. Another perspective is the possibility of colour-

altering surfaces.


Minimal structures

Textiles in architecture

Textiles in composites

Spider-web membranes

Resource minimisation vs. strength

optimisation in static structures

Sustainable textiles




Improved functionality

Passive solar

collectors

Mosquito-inspired

Leading to alternative and sustainable

energy sources

Resource optimised medico-device



Mosquito-inspired

injection

Bio cooling

Resource optimised medico-device

concepts

Energy-optimised cooling systems

• Ecodesign can clearly be seen as a driver for innovation

• Companies need to get control of a systematic way of managing ecodesign implementation and need help in achieving this

• The company must take on responsibility in the value chain – there’s also lots of business to be won here

• Product/service-system design gives access to even more ecodesign

Final general reflections


• Product/service-system design gives access to even more ecodesign opportunity parameters

• Brazilian industry and academia may feel as though they are just at the beginning of this journey, but what we’ve seen so far is very encouraging!


Questions?

Tim C. McAloone, Professor PhD

DTU Mechanical Engineering

Engineering Design and Product Development


Engineering Design and Product Development

Building 426, Produktionstorvet, DK-2800 Kgs. Lyngby

Denmark

Telephone (+45) 4525 6270 Email [email protected]

Homepage www.kp.mek.dtu.dk

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