Strategic Design Cycle Model

The Strategic Design Cycle (see Figure 39) is a graphical representation of the knowledge gained from the three strands of investigation undertaken within this research (LITERATURE REVIEW, TEACHING AND LEARNING). This is that SPD needs to be context-driven (with emphasis on the social context) rather than technology-driven, as derived from a digest of the literature and expert views, see

Chapter 2, and the Synthesis of Expert Views, Appendix I.

The Synthesis of Expert Views needed to be simplified, and the design process moved from complex to simple, within the converging ‘define’ phase of the double diamond design process (see Figure 27). This resulted in the sequential phases of the Strategic Design Cycle Model. The simplified themes (and order within the model) are a construct, and build on and are supported by above mentioned expert views. This resulted in the sequential phases of the Strategic Design Cycle Model. This model was designed in its entirety by the author of this research, to

clearly and simply illustrate the necessary sequential order between phases, which should happen within iterative cycles.

- ‘design-max’ – designing for maximum benefits, macro issues of context in ‘wicked’ problem definition;

- eco-effectiveness - for positive effects, using C2C 12 principles and 5 steps for result-oriented, functional PSS problem solutions;

- ec0-efficiency - for positive processes, optimization and maximization of positive, beneficial C2C/PSS; and

- ‘eco-max’ – economy for maximum equity, maximization of social equity within environmental supply chains using ‘blue ocean’ business strategies.

The terms ‘design-max’ and ‘eco-max’ have been designated by the author of this thesis. This is to accentuate and emphasize the thinking and design intent necessary for radical innovation through maximization of positive, beneficial systems promoted by this thesis, that are inherent to eco-effective principles, and

151 to strive towards at all levels (Anastas & Zimmermann, 2003; Braungart et al., 2007; William McDonough & Braungart, 2002; William McDonough et al., 2003).

However, the point of entry into this cycle will determine the starting point, such as economic interests or the actual design brief. Therefore the order o

It is therefore essential to uphold the sequence of phases in relation to each other

(Figure 39: Strategic Design Cycle - model of complementary but sequential SPD Strategies (Haemmerle, 2011)), to achieve ‘doing the right thing’ of eco- effectiveness first. For this we must redirect our emphasis away from the current product focus, which emphasizes eco-efficiency first and reductionist design, to a much wider viewpoint, towards a needs analysis and a redefinition of the problem: the ‘what?’ must come before the ‘how?’ This is achieved by a needs focus with emphasis on the social element, holistic systems thinking, C2c and result-oriented, functional PSS set within strategic design.

eco-efficiency – for positive processes - ‘doing things right’

- optimize + maximize positives - beneficial C2C/PSS design solutions - design for biosphere + technosphere - LCA towards 1st step of C2C 5 steps - technologies / renewable energies - manufacturing synergies - economic use of resources - efficient systems + processes - incremental innovation

‘design-max’ – designing for maximum - benefits to multiple stakeholders - local / global interconnections / equity - ‘wicked’ problems with macro issues - emphasis on the social context - end-user / co-creation - conceptual problem definition - holistic systems thinking - ‘enabling’, result-oriented PSS - inspirational + motivational SPD - radical innovation / creativity / fun ‘eco-max’ – economy for maximum equity

- maximum social equity - local / global interconnections - maximum benefits of C2C/PSS - end-user / co-creation - environmental supply chains - sustainable entrepreneurship - ‘blue ocean’ business strategies - marketing + branding of a ‘story’ - purpose + spirit of beneficial SPD - systems innovation

eco-effectiveness – for positive effects - C2C ‘doing the right thing’

- design for biosphere + technosphere - C2C 12 principles + 5 steps

- design for disassembly - upcycling of ‘nutrients’ - materials in defined use period - conceptual problem solution - holistic systems thinking - ‘enabling’, result-oriented PSS - radical innovation / creativity / fun

Figure 39: Strategic Design Cycle - model of complementary but sequential SPD Strategies (Haemmerle, 2011)

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It enables the potential for radical new concepts and innovation. In concurrence with the above authors, eco-effectiveness placed foremost, ‘doing the right thing’, offers a wider perspective as the design platform, to achieve positive, beneficial SPD for the environment, economy and society. Eco-efficiency placed later then becomes a way to optimize and maximize positive, beneficial growth and C2C systems, rather than the purely reductionist understanding previously attached to the eco-efficiency design strategy.

However, the point of entry into this cycle will determine the starting point, such as economic interests - ‘eco-max’, or the actual design brief - ‘design-max’. Yet it remains imperative to uphold the sequential order of phases relative to each other, and to fulfil a complete cycle, most likely a number of iterative cycles, so that all phases are covered, in the sequence shown.

This is important both for practitioners and tertiary education. For the latter, the order of teaching (deciding the point of entry into the cycle and the initial focus) will be governed by the rationale of tutors, to modify by bringing their own knowledge and examples.

This research shows how opposing design strategies, and disciplines, can

complement each other. Therefore the Strategic Design Cycle indicates not only a design process for radical innovation for sustainability, but also where the strengths of individual disciplines can best be implemented within iterative cycles. Creative strategic design (with emphasis on the social element of SD/SPD) for eco- effectiveness first, requires input from industrial design at the conceptual design phase. Creative implementation of eco-efficient technologies requires input from engineering at the refinement phase of PDP. These processes are not hierarchical, but complementary, with the aim to achieve a design/technology interface to

promote and support sustainable behaviour and quality of life. The Strategic Design Cycle therefore shows a clear pathway, which is circular and cyclical.

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