System Design for Social Equity

course System Design for Sustainability
subject 3. Design for social equity and cohesion

learning resource 3.2
System design for social equity and cohesion

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

Learning Network on Sustainability

Carlo Vezzoli AH-DESIGN, EU PROJECT
Politecnico di Milano / INDACO dept. / DIS / School 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/skills
. 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: methods/tools
. Designing S.PSS diffusion


SUSTAINABILITY IN DESIGN ROLE: STATE OF THE
ART … aim at
100%
(in industrially mature contexts)

be
(education and practice)

to
DISSEMINATION

je ct ” low impact

ob mat./energies
e“
g th Product

n in d
Life Cycle Design
de n e ecodesign
wi sig
de
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)


SOCIAL EQUITY

…. is there a role for the design?

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


DESIGN FOR SOCIAL EQUITY: A GENERAL FRAME

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


DESIGN, CONSUMPTION AND ETHIC: PAST TIMES

… 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)


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


WORKING HYPOTHESIS: SYSTEM INNOVATION FOR
SUSTAINABBILITY:
“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 book: “PSS design for Sustainability”,
Greenleaf, 2011 (to be published)]


SYSTEM DESIGN FOR SOCIAL EQUITY AND COHESION
(SYSTEM DESIGN FOR SUSTAINABILITY): DEFINITION
“the design for social equity and
cohesion of an eco-efficient
system of products and services
that are together able to fulfil a
particular customer demand
(deliver a unit of “satisfaction”),
based on the design of the
(locally-based and network-
structured) interaction of the
stakeholders directly and
indirectly linked to that
“satisfaction” system”
(VEZZOLI, 2010)

SYSTEM DESIGN FOR SOCIAL EQUITY AND
COHESION: APPROACHES/SKILLS
A. “SATISFACTION-SYSTEM” APPROACH
design the satisfaction of a particular demand
(satisfaction unit) and all its related products and
services

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


H. SYSTEM MAP (DETAILED)
STAKEHOLDERS
SYSTEM MAP


COHESION: APPROACHES/SKILLS
A. “SATISFACTION-SYSTEM” APPROACH
design the satisfaction of a particular demand
(satisfaction unit) and all its related products and
services

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 socio-ethical
(and eco-efficient) new beneficial solutions

C. “SYSTEM SUSTAINABILITY” APPROACH
design such a stakeholder interactions (offer
model) that continuously seek after 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 equitable and cohesive stakeholder
interactions


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]


IMPROVE EMPLOYMENT/WORKING
CONDITIONS

SYSTEM DESIGN FOR,
PROMOTING AND ENHANCING
EMPLOYMENT/WORKING CONDITIONS (within the
enterprise)


IMPROVE EQUITY AND JUSTICE IN RELATION
TO STAKEHOLDERS

SYSTEM 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


ENABLE A RESPONSIBLE/SUSTAINABLE
CONSUMPTION

SYSTEM DESIGN FOR,
ENABLING (MORE OR LESS INVOLVING)
A RESPONSIBLE AND SUSTAINABLE CLIENT/END-
USER CHOICE OR BEHAVIOUR


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


IMPROVE SOCIAL COHESION

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


EMPOWER/ENHANCE LOCAL RESOURCES

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


SDO SUSTAINABILITY DESIGN-ORIENTING TOOLKIT
stakeholder interaction guidelines (criteria related)


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

MEPSS, MEthodology Design4Sustainability Product-Service
for Product Service Step by step approach System Design for
System development [UNEP funded project] Sustainability
[EU funded project] [EU – asia link]
METHOD
DESIGN
TOOLS

St o r
y b o a r SDO po r t f o l i B
d IOffering diagram l k it
nt e r a c
t oo o d ia g r a m l
t io n SDO
u St o ro o l k it
t abl e t y
boar d
Offering diagram


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

DESIGNING S.PSS DIFFUSION


SUSTAINABLE PSS ARE NOT SO DIFFUSED!
BEING RADICAL INNOVATIONS THEIR IMPLEMENTATION
AND DIFFUSION OFTEN FACE SEVERAL BARRIERS

IMPLEMENTED
DESIGN of IMPLEMENTATION
SUSTAINABLE AND DIFFUSED
AND DIFFUSION
PSS SUSTAINABLE
PROCESS
PSS

cultural shift,
IMPLEMENTATION AND actual laws may not
e.g. ownerless DIFFUSION BARRIERS favour sustainable PSS
consumption
USER SIDE REGULATORY SIDE
lack of knowledge COMPANY SIDE
about life cycle costs
lack of design and
difficulty in changing management skills
the corporate culture
uncertainties about
cash flows


WORKING HYPOTHESIS FOR A NEW DESIGN ROLE:
DESIGN TRANSITION PATHS FOR THE
IMPLEMENTATION/DIFFUSION OF SUSTAINABLE PSS:
[built upon recent insights from Strategic Niche Management and Transition Management theories]

“the design of the transition
path to support and facilitate
the gradual incubation,
experimentation, niche
introduction and scaling-up of
the concept itself.
A path oriented by a long
term vision (the sustainable
PSS concept), based on the
implementation of socio-
technical experiments (to be
gradually reinforced and
scaled up) and on a broad
and dynamic network of
actors”.
[Ceschin, 2011]


WORKING HYPOTHESIS FOR A NEW DESIGN ROLE:
DESIGN SOCIO-TECHNICAL EXPERIMENTS [Ceschin, 2011]
“LAB”, “WINDOWS” AND “AGENT OF CHANGE”
SOCIO-TECHNICAL
EXPERIMENT

COPRE
COMPETITORS
ES RS

-undertaken in real settings, but

MP SS
RE /USE

ET UR
CUSTOMERS/
in a partially protected

IT E
NC

USERS

IV
EFE RS

environment (financial and/or

E
PR OME

CUSTOMERS/ COMPANIES institutional protection)
ST

USERS
PSS - a variety of actors is involved
CU

(companies, suppliers, partners,
UNIVERSITIES
but also users, policy makers, local
administrations, governmental
NGOs agencies, NGOs, etc.)
- aimed at learning at many
GOVERNAMENTAL
INSTITUTIONS different levels (user
preferences, political, regulative,
cultural, social, etc.)
MS, S
NORATION
REG
UL - aimed at stimulating and
influencing relevant actors to
GOVERNAMENTAL support and protect the
INSTITUTIONS
innovations


PARTNERS
SYSTEM AND PILOT
PROJECT DESIGN AND Politecnico di
IMPLEMENTATION OF A Milano
SUSTAINABLE MOBILITY Cape Peninsula
SYSTEM FOR THE University of
Technology
TRANSPORTATION OF
Shonaquip
DISABLED PEOPLE IN
CAPE TOWN SUBURBS, Benbikes
SOUTH AFRICA Philiza Abafazi
Bethu
BASED ON MULO SUSTAINABLE pilot launch, Cape Town:
MOBILITY PROJECT (Polimi- 12 October 2011
DIS open source project)
http://muloafrica.wordpress.com
design of transition
path and of socio-
technical experiment
detailed design
of service and
stakaholder pilot project
inetractions implementation
detailed product design


FINAL REMARKS

WE DON’T HAVE TO HAVE CONCERN ANYMORE ON
PRODUCT DESIGN FOR ENVIRONMENTAL SUSTAINABILITY?
NO!
> even designing on a system level, sustainable products
need to be designed afterwards

DESIGNING ON A SYSTEM LEVEL TAKE US FAR FROM THE
CORE OF DESIGN?
NO!
> designing for the (unit of) “satisfaction” it is to go at the
deeper rooth of the design, settling the innovation at the
level of the behavioral patterns (more sustainable and
satisfactory)


System Design for Social Equity

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