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Circular Economy / Service Design Drinks

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The March 2017 event featured a talk by business designer Christian Rudolph on service design for the circular economy. Christian runs the consultancy ‘next cycle’ and focusses on resource-intensive business models in his work.

Recently, IDEO and the Ellen McArthur Foundation released their Circular Design Guide which introduced more designers to the approach. So it was time for us to discuss the concept’s implications for service designers. Christian has years of experience in consulting industry heavy-weights like Philips and BASF, and helping them transform from linear product-focussed to circular service-oriented businesses. The evening event took take place on Wednesday, March 22nd.

Veröffentlicht in: Umweltschutz
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Circular Economy / Service Design Drinks

  1. 1. Service Design Berlin K K L D / M A R C H 2 2 , 2 0 1 7 Circular Economy
  2. 2. Katrin Business Analyst,
 CSC Who is inviting? Olga Business Consultant, Fuxblau Mauro CEO & Designer, Boana Martin Service Designer, UK Gov Manuel Service Designer, Fuxblau
  3. 3. Activities of Service Design Berlin Service Design Drinks Service Experience Camp The Service Gazette
  4. 4. Who’s hosting?
  5. 5. What’s the agenda? Input Exercise Mingling
  6. 6. Available globally
  7. 7. Who’s talking? Christian Rudolph Circular Economy expert and owner of nextcycle
 @nxtcycle
  8. 8. circular economy consulting
  9. 9. Afghanistan Albania Algeria Angola Argentina Armenia Australia Austria Azerbaijan Bahrain Bangladesh Belarus Belgium Benin Bhutan Bolivia Bosnia and Herzegovina Botswana Brazil Bulgaria Burkina Faso Cambodia Cameroon Canada Chad Chile China Colombia Congo (Brazzaville) Congo (Kinshasa) Costa Rica Croatia Cyprus Czech Republic Denmark Dominican Republic EcuadorEgypt El Salvador Estonia Ethiopia Finland France Gabon Georgia Germany Ghana Greece Guatemala Guinea Haiti Honduras Hungary India Indonesia Iran Iraq Ireland Israel Italy Jamaica Japan Jordan Kazakhstan Kenya Kuwait Kyrgyzstan Latvia Lebanon Lesotho Liberia Libya Lithuania Luxembourg Macedonia Madagascar Malawi Malaysia Mali Mauritania Mauritius Mexico Moldova Mongolia Montenegro Morocco Mozambique Myanmar Namibia Nepal Netherlands New Zealand Nicaragua Niger Nigeria North Cyprus Norway Pakistan Panama Paraguay Peru Philippines Poland Portugal Qatar Romania Russia Rwanda Saudi Arabia Senegal Serbia Sierra Leone Singapore Slovakia Slovenia Somalia South Africa South Korea Spain Sri Lanka Sweden Switzerland Syria Tajikistan Tanzania Thailand Togo Trinidad and Tobago Tunisia Turkey Turkmenistan Uganda Ukraine United Arab Emirates United Kingdom United States Uruguay Uzbekistan Venezuela Vietnam Yemen Zambia Zimbabwe 0 2 4 6 8 10 12 3,000 3,500 4,000 4,500 5,000 5,500 6,000 6,500 7,000 7,500 8,000 EcologicalFootprint:GlobalHectaresperCapita(2012) UN Happiness Index (2017) ECOLOGICAL FOOTPRINT VS. UN HAPPINESS INDEX
  10. 10. Steve Howard, Head of Sustainability at IKEA In the West we have probably hit peak stuff. We talk about peak oil. I’d say we’ve hit peak sugar, peak red meat, peak stuff, peak furniture. Quoted from: http://www.independent.co.uk/news/business/news/ikea-boss-says-we-don-t-need-more-furniture-a6819471.html Image Source: Jeff Pachoud/AFP/Getty Images
  11. 11. We see second-hand A380s as an attractive opportunity. Willie Walsh, CEO of IAG (British Airways & Iberia) Quote & Image Source: http://www.fastcoexist.com/3051869/google-is-planning-for-a-zero-waste-circular-economy
  12. 12. Recycling & Circular Economy Why Circular Economy is more than just Recycling Reloaded The Internet of Things could become the ‘soul’ that animates objects in the circular economy. Kenneth Cukier, Data Editor at the Economist & Author of bestseller “Big Data” Quote Source: Intelligent Assets: Unlocking the circular economy potential, Ellen Mac Arthur Foundation Image Source: http://www.fastcoexist.com/3051869/google-is-planning-for-a-zero-waste-circular-economy
  13. 13. Our goal is to embed circular economy into the fabric of Google. Kate Brandt, Sustainability Lead at Google Quoted from: http://www.bloomberg.com/news/articles/2016-01-18/iag-could-lease-used-a380s-as-walsh-says-new-aircraft-too-pricey Image Source: http://aviationweek.com/site-files/aviationweek.com/files/uploads/2015/05/A380RC_2_Airbus.jpg
  14. 14. What’s a Circular Economy? Definition product factory service provider user resource facility resource waste design fo r longevity design for ser vice designfor re-use designfor material r ecovery User(s) Product Manufacturer Service Provider Waste Raw Material Suppliers Product Definition A circular economy aims to be restorative by design. At the core, the objective is to move away from the “take, make, waste” linear system by designing, using and optimising product-service-systems and business models for multiple cycles of disassembly and reuse before conventional recycling. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
  15. 15. product factory service provider user resource facility resource waste design fo r longevity design for ser vice designfor re-use designfor material r ecovery User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Enabling Technologies Reverse Logistics Product Design Product as a Service Refurbish Remanufacture Share, Repair, Reuse Recycle Building Blocks Business Models Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
  16. 16. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle VALUE DESTRUCTION parts manufacturer product manufacturer service provider usermaterial manufacturing landfill or incineration Value creation & destruction in linear economics goods/product/material-dominant logic MATERIAL ENERGY LABOUR VALUE CREATION
  17. 17. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle MATERIAL ENERGY LABOUR parts manufacturer product manufacturer service provider user(s)material manufacturing landfill or incineration MATERIAL VALUE CREATION Value creation & preservation in circular economics service/performance/user-dominant logic Value Preservation UserValueCreation USER VALUE CREATION
  18. 18. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle MATERIAL ENERGY LABOUR parts manufacturer product manufacturer service provider user(s)material manufacturing landfill or incineration Value creation & preservation in circular economics service/performance/user-dominant logic Value Preservation UserValueCreation CIRCULAR ECONOMY DOMAIN optimised for use LINEAR ECONOMY DOMAIN optimised for selling stuff CIRCULAR ECONOMY DOMAIN optimised for use
  19. 19. product factory service provider user resource facility resource waste design fo r longevity design for ser vice designfor re-use designfor material r ecovery User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Enabling Technologies Reverse Logistics Product Design Product as a Service Refurbish Remanufacture Share, Repair, Reuse Recycle Building Blocks Business Models Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
  20. 20. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Product Design CE Building Blocks product factory service provider user resource facility resource waste design fo r longevity design for ser vice designfor re-use designfor material r ecovery User Product Manufacturer Service Provider Waste Raw Materials Suppliers Product Design Splosh Fairphone
  21. 21. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Enabling Technologies CE Building Blocks product factory service provider user resource facility resource waste design fo r longevity design for ser vice designfor re-use designfor material r ecovery User Product Manufacturer Service Provider Waste Raw Materials Suppliers Product Enabling Technologies MyScio Provenance Blockchain
  22. 22. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Reverse Logistics CE Building Blocks product factory service provider user resource facility resource waste design fo r longevity design for ser vice designfor re-use designfor material r ecovery User Product Manufacturer Service Provider Waste Raw Materials Suppliers Product Reverse Logistics Rubicon Global I:CO Take Back System
  23. 23. product factory service provider user resource facility resource waste design fo r longevity design for ser vice designfor re-use designfor material r ecovery User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Enabling Technologies Reverse Logistics Product Design Product as a Service Refurbish Remanufacture Share, Repair, Reuse Recycle Building Blocks Business Models Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
  24. 24. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Share, Repair, Reuse CE Business Models User Product Manufacturer Service Provider Waste Raw Material Suppliers Product iFixit Repair Manuals
  25. 25. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Share, Repair, Reuse User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Nudie Jeans CE Business Models
  26. 26. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Product as a Service User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Vigga CE Business Models
  27. 27. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Product as a Service User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Philips Light Leasing CE Business Models
  28. 28. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Refurbish, Remanufacture User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Caterpillar Reman CE Business Models
  29. 29. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Refurbish, Remanufacture User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Braiform CE Business Models
  30. 30. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Recycle User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Epson PaperLab CE Business Models
  31. 31. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle Recycle User Product Manufacturer Service Provider Waste Raw Material Suppliers Product Apple Liam CE Business Models
  32. 32. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle MATERIAL ENERGY LABOUR parts manufacturer product manufacturer service provider user(s)material manufacturing landfill or incineration Value creation & preservation in circular economics service/performance/user-dominant logic Value Preservation UserValueCreation CIRCULAR ECONOMY DOMAIN optimised for use LINEAR ECONOMY DOMAIN optimised for selling stuff CIRCULAR ECONOMY DOMAIN optimised for use
  33. 33. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle CE Enabler User XUser 1OEM Value Proposition Value Creation Value Preservation Material Input EoL Waste SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES TAKES BACK APPLIES APPLIES Circular product-service-systems Systemic Flowchart CIRCULARITY AS DESIGN CONSTRAINT optimising products for use DIFFERENTIATING USER 1 FROM USER X REVERSE LOGISTICS EXPERIENCE finding the value (re)proposition designing reverse value chains
  34. 34. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle CE Enabler User XUser 1OEM Value Proposition Value Creation Value Preservation Material Input EoL Waste SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES TAKES BACK APPLIES APPLIES Circular product-service-systems Systemic Flowchart CIRCULARITY AS DESIGN CONSTRAINT optimising products for use DIFFERENTIATING USER 1 FROM USER X REVERSE LOGISTICS EXPERIENCE finding the value (re)proposition designing reverse value chains
  35. 35. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle CE Enabler User XUser 1OEM Value Proposition Value Creation Value Preservation Material Input EoL Waste SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES TAKES BACK APPLIES APPLIES Circular product-service-systems Systemic Flowchart CIRCULARITY AS DESIGN CONSTRAINT optimising products for use DIFFERENTIATING USER 1 FROM USER X REVERSE LOGISTICS EXPERIENCE finding the value (re)proposition designing reverse value chains
  36. 36. Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle CE Enabler User XUser 1OEM Value Proposition Value Creation Value Preservation Material Input EoL Waste SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES TAKES BACK APPLIES APPLIES Circular product-service-systems Systemic Flowchart CIRCULARITY AS DESIGN CONSTRAINT optimising products for use DIFFERENTIATING USER 1 FROM USER X REVERSE LOGISTICS EXPERIENCE finding the value (re)proposition designing reverse value chains
  37. 37. Thanks! @nxtcycle rudolph@nextcycle.de www.nextcycle.de
  38. 38. What is your favorite circular product or service? Try to deconstruct it with the following prototype of a pitch template for circular business models Help me testing a Beta with this Quick Exercise
  39. 39. Circular Elevator Pitch For who want that by Instead of we is a User Profile User Need(s) Market Category Circular Strategy Enabling Service/ Technology Take-Make- Waste Option Concept Name . . , repair, reuse, remanufacture, recycle Value Creation/ Preservation
  40. 40. Circular Elevator Pitch For who want that by Instead of we is a User Profile User Need(s) Market Category Circular Strategy Enabling Service/ Technology Take-Make- Waste Option Value Creation/ Preservation Concept Name . . , repair, reuse, remanufacture, recycle prosuming tech-lovers to have power over their mobile phone lifecycle ifixit let’s users repair their phones giving access to curated repair manuals and providing repair tools letting mobile phones go to waste when broken enable users to prolong the lifecycle of their products repair manual database
  41. 41. Backup
  42. 42. Next Drinks: 12 April with LEGO Serious Play
  43. 43. See you soon! servicedesignberlin.de @nxtcycle @SD_Berlin fb.com/servicedesignberlin

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