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MCBW CIRCO workshop 20160223
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Transcript of 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
CIRCULAR DESIGN STRATEGIES
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
CIRCULAR DESIGN STRATEGIES
6. Dis & Reassembly
Philips SlimSystem LED
CIRCULAR DESIGN STRATEGIES
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
CIRCULAR BUSINESS MODELS
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
CIRCULAR BUSINESS MODELS
5. Performance model
Rolls-Royce leasing aircraft engines by force/hour
Product
Service
CIRCULAR BUSINESS MODELS
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