Service Design Berlin
K K L D / M A R C H 2 2 , 2 0 1 7
Circular Economy
Katrin Business Analyst, CSC
Who is inviting?
Olga Business Consultant, Fuxblau
Mauro CEO & Designer, Boana
Martin Service Designer, UK Gov
Manuel Service Designer, Fuxblau
Activities of Service Design Berlin
Service Design Drinks
Service Experience Camp
The Service Gazette
Who’s hosting?
What’s the agenda?
Input Exercise Mingling
Available globally
Who’s talking?
Christian Rudolph Circular Economy expert and owner of nextcycle@nxtcycle
circulareconomyconsulting
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
Ecuador Egypt 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
Ecol
ogic
al F
ootp
rint:
Glo
bal H
ecta
res
per C
apita
(201
2)
UN Happiness Index (2017)
ECOLOGICAL FOOTPRINT VS. UN HAPPINESS INDEX
Steve Howard, Head of Sustainability at IKEA
In the West we have probably hit peak stu!. We talk about peak oil. I’d say we’ve hit peak sugar,peak red meat, peak stu!, peak furniture.
Quoted from: http://www.independent.co.uk/news/business/news/ikea-boss-says-we-don-t-need-more-furniture-a6819471.htmlImage Source: Je! Pachoud/AFP/Getty Images
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
Recycling & Circular EconomyWhy 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 FoundationImage Source: http://www.fastcoexist.com/3051869/google-is-planning-for-a-zero-waste-circular-economy
Our goalis to embed
circular economyinto 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-priceyImage Source: http://aviationweek.com/site-"les/aviationweek.com/"les/uploads/2015/05/A380RC_2_Airbus.jpg
What’s a Circular Economy?De!nition
product factory
service provider
user
resource facility
resource
waste
design for
longev
ity
design for serv
ice
design for re-use
design for material re
covery
User(s)
Product Manufacturer
Service Provider
Waste
Raw Material
Suppliers
Product
De!nition
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
product factory
service provider
user
resource facility
resource
waste
design for
longev
ity
design for serv
ice
design for re-use
design for material re
covery
User
Product Manufacturer
Service Provider
Waste
Raw Material
Suppliers
Product
EnablingTechnologies
Reverse Logistics
ProductDesign
Product as a Service
Refurbish Remanufacture
Share, Repair, Reuse
Recycle
Building Blocks Business Models
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
VALUE DESTRUCTION
partsmanufacturer
productmanufacturer
serviceprovider
usermaterialmanufacturing
land"ll orincineration
Value creation & destruction in linear economicsgoods/product/material-dominant logic
MATERIAL ENERGY LABOUR
VALUE CREATION
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
MATERIAL ENERGY LABOUR
partsmanufacturer
productmanufacturer
serviceprovider
user(s)materialmanufacturing
land"ll orincineration
MATERIALVALUE CREATION
Value creation & preservation in circular economicsservice/performance/user-dominant logic
Value Preservation
Use
r Val
ue C
reatio
n
USER VALUE CREATION
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
MATERIAL ENERGY LABOUR
partsmanufacturer
productmanufacturer
serviceprovider
user(s)materialmanufacturing
land"ll orincineration
Value creation & preservation in circular economicsservice/performance/user-dominant logic
Value Preservation
Use
r Val
ue C
reatio
n
CIRCULAR ECONOMY DOMAIN optimised for use
LINEAR ECONOMY DOMAIN optimised for selling stu"
CIRCULAR ECONOMY DOMAIN optimised for use
product factory
service provider
user
resource facility
resource
waste
design for
longev
ity
design for serv
ice
design for re-use
design for material re
covery
User
Product Manufacturer
Service Provider
Waste
Raw Material
Suppliers
Product
EnablingTechnologies
Reverse Logistics
ProductDesign
Product as a Service
Refurbish Remanufacture
Share, Repair, Reuse
Recycle
Building Blocks Business Models
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
Product DesignCE Building Blocks
product factory
service provider
user
resource facility
resource
waste
design for
longev
ity
design for serv
ice
design for re-use
design for material re
covery
User
Product Manufacturer
Service Provider
Waste
Raw Materials
Suppliers
Product Design
Splosh
Fairphone
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
Enabling TechnologiesCE Building Blocks
product factory
service provider
user
resource facility
resource
waste
design for
longev
ity
design for serv
ice
design for re-use
design for material re
covery
User
Product Manufacturer
Service Provider
Waste
Raw Materials
Suppliers
Product
EnablingTechnologies
MyScio
Provenance Blockchain
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
Reverse LogisticsCE Building Blocks
product factory
service provider
user
resource facility
resource
waste
design for
longev
ity
design for serv
ice
design for re-use
design for material re
covery
User
Product Manufacturer
Service Provider
Waste
Raw Materials
Suppliers
Product
Reverse Logistics
Rubicon Global
I:CO Take Back System
product factory
service provider
user
resource facility
resource
waste
design for
longev
ity
design for serv
ice
design for re-use
design for material re
covery
User
Product Manufacturer
Service Provider
Waste
Raw Material
Suppliers
Product
EnablingTechnologies
Reverse Logistics
ProductDesign
Product as a Service
Refurbish Remanufacture
Share, Repair, Reuse
Recycle
Building Blocks Business Models
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
Share, Repair, ReuseCE Business Models
User
Product Manufacturer
Service Provider
Waste
Raw Material
Suppliers
Product
iFixit Repair Manuals
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
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
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
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
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
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
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
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
MATERIAL ENERGY LABOUR
partsmanufacturer
productmanufacturer
serviceprovider
user(s)materialmanufacturing
land"ll orincineration
Value creation & preservation in circular economicsservice/performance/user-dominant logic
Value Preservation
Use
r Val
ue C
reatio
n
CIRCULAR ECONOMY DOMAIN optimised for use
LINEAR ECONOMY DOMAIN optimised for selling stu"
CIRCULAR ECONOMY DOMAIN optimised for use
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
CE Enabler User XUser 1OEM ValueProposition
ValueCreation
ValuePreservation
Material Input
EoLWaste
SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES
TAKES BACK APPLIES APPLIES
Circular product-service-systemsSystemic Flowchart
CIRCULARITY AS DESIGN CONSTRAINToptimising products for use
DIFFERENTIATING USER 1 FROM USER X
REVERSE LOGISTICS EXPERIENCE
!nding the value (re)proposition designing reverse value chains
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
CE Enabler User XUser 1OEM ValueProposition
ValueCreation
ValuePreservation
Material Input
EoLWaste
SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES
TAKES BACK APPLIES APPLIES
Circular product-service-systemsSystemic Flowchart
CIRCULARITY AS DESIGN CONSTRAINToptimising products for use
DIFFERENTIATING USER 1 FROM USER X
REVERSE LOGISTICS EXPERIENCE
!nding the value (re)proposition designing reverse value chains
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
CE Enabler User XUser 1OEM ValueProposition
ValueCreation
ValuePreservation
Material Input
EoLWaste
SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES
TAKES BACK APPLIES APPLIES
Circular product-service-systemsSystemic Flowchart
CIRCULARITY AS DESIGN CONSTRAINToptimising products for use
DIFFERENTIATING USER 1 FROM USER X
REVERSE LOGISTICS EXPERIENCE
!nding the value (re)proposition designing reverse value chains
Service Design Drinks Berlin, 2017. Christian Rudolph. Twitter: @nxtcycle
CE Enabler User XUser 1OEM ValueProposition
ValueCreation
ValuePreservation
Material Input
EoLWaste
SELLS/LEASES REPAIRS/UPGRADES REPAIRS/UPGRADES
TAKES BACK APPLIES APPLIES
Circular product-service-systemsSystemic Flowchart
CIRCULARITY AS DESIGN CONSTRAINToptimising products for use
DIFFERENTIATING USER 1 FROM USER X
REVERSE LOGISTICS EXPERIENCE
!nding the value (re)proposition designing reverse value chains
Thanks!
@nxtcycle
www.nextcycle.de
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
Circular Elevator Pitch
For
who want
that
by
Instead of
we
is a
UserPro!le
UserNeed(s)
MarketCategory
CircularStrategy
Enabling Service/Technology
Take-Make-Waste Option
ConceptName
.
.
, repair, reuse, remanufacture, recycle
Value Creation/ Preservation
Circular Elevator Pitch
For
who want
that
by
Instead of
we
is a
UserPro!le
UserNeed(s)
MarketCategory
CircularStrategy
Enabling Service/Technology
Take-Make-Waste Option
Value Creation/ Preservation
ConceptName
.
.
, repair, reuse, remanufacture, recycle
prosuming tech-lovers
to have power over their mobile phone lifecycle
i!xit
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
Backup
Next Drinks: 12 April with LEGO Serious Play
See you soon!
servicedesignberlin.de
@nxtcycle
@SD_Berlin
fb.com/servicedesignberlin