4.2 system design for social equity vezzoli 09-10 (30)

course System Design for Sustainability
subject 4. Design for social equity and cohesion

learning resource 4.2
System design for social equity and cohesion

carlo vezzoli
politecnico di milano . INDACO dpt. . DIS . faculty of design . Italy

Learning Network on Sustainability

Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy

CONTENTS

. Design for social equity: main approaches
. System Design for social equity and cohesion: a definition
. System Design for social equity and cohesion: approaches
. Criteria of system design for social equity and cohesion:
. Improve employment/working conditions
. Equity and justice in relation to stakeholders
. Enable a responsible/sustainable consumption
. Favor/integrate weak and marginalized
. Improve social cohesion
. Empower/enhance local resources
. System Design for social equity and cohesion: skills, methods
and tools

Carlo Vezzoli

SUSTAINABILITY IN DESIGN ROLE: STATE OF THE ART
(in industrially mature countries) … aim at
100%
(education and practice)
DISSEMINATION

low impact
mat./energies

Product
Life Cycle Design
ecodesign

system design for
eco-efficiency
design for social
equity and
cohesion

new
research 0 CONSOLIDATION 100%
frontier … (research achievements on knowledge-base and know-how)

Carlo Vezzoli

SOCIAL EQUITY

…. is there a role for the design world?

… avoiding the risk to be merely Moralistic,
is there an effective (operative) role?

Carlo Vezzoli

DESIGN FOR SOCIAL EQUITY: A GENERAL FRAME

if and how various forms of social inequality
are directly addressed in the design process

Carlo Vezzoli

DESIGN, CONSUMPTION AND ETHIC …

… at the end of ’60
Radical Design: Gaetano Pesce; Dalisi; 9999:
contestation/denouncements critics of consumer society

… at the beginning of the ’70
Maldonado: new “design hope” for a social responsibility
(1972)
Papanek: “design can and must become a means for
young people to take part in the transformation of
society” (design for a real world, 1973)

Carlo Vezzoli

TODAY MAIN APPROACHES OF DESIGN FOR SOCIAL
EQUITY AND COHESION

. product design for basics needs in low-income
contexts (design for BOP, etc.)

. SYSTEM (STAKEHOLDER INTERACTIONS) DESIGN
FOR SOCIAL EQUITY AND COHESION

Carlo Vezzoli

EMERGING HYPOTHESIS:
“a system innovation (PSS approach) may act as a
business opportunity to facilitate the process of a social
equity and economic development (in an emerging
context) - by jumping over the stage characterised by
individual consumption/ownership of mass produced
goods - towards a more advanced service-economy with
a low resource-intensity being “satisfaction-based”,
characterized by the development of local-based and
network-structured enterprises and initiatives, for a
sustainable re-globalisation process characterised by a
democratisation of access to resources, goods and
services”.

> LeNS DESIGN (RESEARCH) WORKING HYPOTHESIS

Carlo Vezzoli

SYSTEM DESIGN FOR SOCIAL EQUITY AND COHESION
DEFINITION:
“the design for social equity and
cohesion of a (eco-efficient)
system of products and services
that are together able to fulfil a
particular demand of
“satisfaction”, as well as the
design of the (locally-based and
network-structured) interaction
of the stakeholders directly and
indirectly linked to that
“satisfaction” system”

(VEZZOLI, 2010)

Carlo Vezzoli

SYSTEM DESIGN FOR SOCIAL EQUITY AND
COHESION: APPROACH
A. “SATISFACTION-SYSTEM” APPROACH
design the satisfaction of a particular demand
(satisfaction unit)

Carlo Vezzoli

(SATISFACTION)
OFFERING
DIAGRAMM

Carlo Vezzoli

COHESION: APPROACH
(satisfaction unit)

B. “STAKEHOLDER CONFIGURATION” APPROACH
design the interactions of the stakeholder of a
particular satisfaction-system

Carlo Vezzoli

H. SYSTEM MAP (DETAILED)
STAKEHOLDERS
SYSTEM MAP

Carlo Vezzoli

COHESION: APPROACH
(satisfaction unit)

B. “STAKEHOLDER CONFIGURATION” APPROACH
design the interactions of the stakeholder of a
particular satisfaction-system
C. “SYSTEM SUSTAINABILITY” APPROACH
design such a stakeholder interactions (offer
model) that continuously seek after both socio-
ethical and eco-efficient new beneficial solutions

Carlo Vezzoli

C. “SYSTEM SUSTAINABILITY” APPROACH
design such a stakeholder interactions (offer
model) that continuously seek after both socio-
ethical and eco-efficient new beneficial solutions

NOT ALL SYSTEM INNOVATION ARE SOCIO-
ETHICALLY SUSTAINABLE!
> CRITERIA AND GUIDELINES ARE NEEDED
> METHODS AND TOOLS ARE NEEDED to orientate
design towards sustainable stakeholder interactions

Carlo Vezzoli

COHESION CRITERIA

. improve employment/working conditions
. increase equity and justice in relation to
stakeholders
. enable a responsible/sustainable consumption
. favor/integrate the weak and marginalized
. improve social cohesion
. empower/enhance local resources

[ADOPTED BY POLIMI-DIS WITHIN LeNS]

Carlo Vezzoli

IMPROVE EMPLOYMENT/WORKING
CONDITIONS

DESIGN FOR,
SYSTEM STAKEHOLDERS’ INTERACTIONS LEADING TO,
PROMOTING AND ENHANCING EMPLOYMENT/WORKING
CONDITIONS (within the enterprise)

Carlo Vezzoli

IMPROVE EQUITY AND JUSTICE IN RELATION
TO STAKEHOLDERS

DESIGN FOR,
FAIR AND JUST RELATION (outside the enterprise):
within the partnerships, up-stream, down-stream and
in the community where the offer takes place

Carlo Vezzoli

ENABLE A RESPONSIBLE/SUSTAINABLE
CONSUMPTION

DESIGN FOR,
ENABLE A RESPONSIBLE AND SUSTAINABLE
CLIENT/END-USER CHOICE OR BEHAVIOUR

Carlo Vezzoli

FAVOR/INTEGRATE THE WEAK AND
MARGINALIZED
DESIGN FOR,
FAVORING (MORE OR LESS INTEGRATING):
. kids, elderly, differently able,… (weak) and
. unemployed, illiterate, … (marginalized)

Carlo Vezzoli

IMPROVE SOCIAL COHESION

DESIGN FOR,
PROMOTING SYSTEMS ENABLING SOCIAL
INTEGRATION: in neighbourhood, between generations,
between
genders and between different cultures

Carlo Vezzoli

EMPOWER/ENHANCE LOCAL RESOURCES

DESIGN FOR,
REGENERATING AND EMPOWERING LOCAL ECONOMIES
BY ENHANCING THEIR HUMAN AND NATURAL
RESOURCES

Carlo Vezzoli

SDO SUSTAINABILITY DESIGN-ORIENTING TOOLKIT

Carlo Vezzoli

INTERRELATIONS BETWEEN SOCIAL EQUITY AND
COHESION CRITERIA (AND RELATED GUIDELINES)

FOR A GIVEN SATISFACTION SYSTEM:
- some have HIGHER RELEVANCE than others

FOR DECISION MAKING (DESIGNING)
identify the (socio-ethical) design PRIORITIES:
> CRITERIA relevance (relative) per system type
> most promising stakeholders’ INTERACTIONS
types (criteria and related GUIDELINES)

Carlo Vezzoli

[For an apporach to socioethical system innovation]
NEW DESIGN SKILLS:
- design an integrated system of products and
services fulfilling a particular demand for
“satisfaction”
- promote/facilitate new socio-economic
stakeholder interactions (configurations)
- promote/facilitate participated design between
different stakeholders
- ORIENTATE THE ABOVE PROCESSES TOWARDS
SOCIOETHICALLY SUCTAINABLE SOLUTIONS
(AND ECO-EFFICENT)

Carlo Vezzoli

[for new skills] NEW METHODS/TOOLS
some methods/tools developed to orientate system
design towards sustainable solutions:

MEPSS, MEthodology Design4Sustainability
for Product Service Step by step
System development approach
[see van Halen et al. [see Tischner &
2005] Vezzoli, 2009]
METHOD
DESIGN
TOOLS

Storyboar
d SDO toolkit portfolio Bl
Interaction
Offering diagram u
table
diagram

Carlo Vezzoli

MSDS PHASES/PROCESSES
METHODS/TOOLS BY LeNS:
STRATEGIC ANALYSIS
METHOD FOR SYSTEM ANALYSIS OF THE PROJECT PROMOTERS

DESIGN FOR ANALYSIS OF THE REFERENCE CONTEXT
ANALYSIS OF THE REFERENCE STRUCTURE
SUSTAINABILITY (MSDS) ANALYSIS OF BEST PRACTICES
DEFINITION OF SUSTAINABILITY DESIGN PRIORITIES

EXPLORING OPPORTUNITIES
IDEAS GENERATION ORIENTED TO SUSTAINABILITY
DEVELEPMENT OF THE SUSTAINABILITY DESIGN
ORIENTING SCENARIO - VISIONS/CLUSTERS/IDEAS

SYSTEM CONCEPT DESIGN
VISIONS, CLUSTERS AND IDEAS SELECTION
SYSTEM CONCEPT DEVELOPMENT
ENV., SOC. & ECON. CHECK

SYSTEM DESIGN (AND ENGIN.)
SYSTEM DEVELOPMENT (EXECUTIVE LEVEL)
ENV., SOC. & ECON. CHECK

SDO toolkit:
socioethical system design orientation
COMMUNICATION
on-line use, free access:www.sdo-lens.polomi.it
free download open: www.lens.polimi.it > tools DOCUMENTS EDITING
Carlo Vezzoli

CASES OF
SYSTEM DESIGN FOR SUSTAINABILITY
USING THE MSDS METHOD

Carlo Vezzoli

SYSTEM DESIGN FOR SUSTAINABLE Politecnico di
Milano
PILOT PROJECT AIMING AT AN
INTRODUCTION OF LOCALLY-BASED
AND LONG LASTING MOBILITY
SYSTEM FOR LOW INCOME
CONTEXTS IN AFRICA

United Nations Industrial Development Organization

A Global UNIDO
Network of University Chairs on Innovation
Cape Peninsula
University of Technology

product design system design for
sustainability
system innovation introd.
and diffusion path

Carlo Vezzoli

Politecnico di
SYSTEM DESIGN AND Milano

IMPLEMENTATION PROJECT FOR
SUSTAINABLE OF A LOCALLY-
BASED AND LONG LASTING
MOBILITY SYSTEM FOR DISABLED
STUDENTS IN CAPE TOWN,
SOUTH AFRICA
BASATO SUL PROGETTO MULO PER LA MOBILITA’ SOSTENIBILE
(Polimi-DIS open project)
Start-up mission supported by
Cape Peninsula
University of Technology

pilot project
system design implementation

transition path for
product design system diffusion

Carlo Vezzoli

4.2 system design for social equity vezzoli 09-10 (30)

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