Incorporating ecological considerations into industrial design practice JohannesBehrisch InstituteforSustainableFutures UniversityofTechnology,Sydney ThesissubmittedfortheawardofDoctorofPhilosophy July2013
Certificate of original authorship Icertifythattheworkinthisthesishasnotpreviouslybeensubmittedforadegreenorhasit beensubmittedaspartofrequirementsforadegreeexceptasfullyacknowledgedwithinthe text. Ialsocertifythatthethesishasbeenwrittenbyme.AnyhelpthatIhavereceivedinmy researchworkandthepreparationofthethesisitselfhasbeenacknowledged.inaddition,i certifythatallinformationsourcesandliteratureusedareindicatedinthethesis. SignatureofStudent: (JohannesBehrisch) Date:17.07.2013 ii
Acknowledgements Thisthesiswouldnothavebeenpossiblewithoutthesupportofanumberofpeopleand institutionswhomiwouldliketothankandacknowledge. Firstofall,IwouldliketothankmyprincipalsupervisorAssociateProfessorDamienGiurco (InstituteforSustainableFutures,UTS)forhistirelessacademicandmoralsupport.Hiswarm andpositiveattitudecombinedwithhisintelligentandconstructivewayofprovidingfeedback greatlyenrichedtheargumentsdevelopedinthisthesis.healsoalwaystookthetimeto provideencouragementandadvicewheneveriwasfacingathesiscrisis.dr.timothyprior (ETHZürich)asacosupervisorwasanothergreatsourceofsupportduringthesecondhalfof mycandidature.hecontributedveryhelpfulpragmaticinputonstructuringandediting Chapters4,5,and7.Mysecondcosupervisor,Dr.MarianoRamirez(UNSW),provided valuablefeedbackonthedesignrelatedaspectsofthisthesis,especiallyinchapters13. Thetimelycompletionofmythesiswasfacilitatedthroughthegreatinstitutionalandmoral supportireceivedatuts.firstofall,iwouldliketoacknowledgethepostgraduateprogram coordinatorsattheinstituteforsustainablefutures(isf),inparticularprofessorcynthia Mitchell,AssociateProfessorJulietWillets,Dr.Kumudini(Kumi)AbeysuriyaandSuzanne Cronan.IalsowouldliketoexpressmygratitudetowardsmyfellowPhDcandidateswhowere alwaysasourceofencouragementandinspiration.thepositiveandfamiliaratmosphere withintheisfphdcommunity,theinterestingandfunnyconversationsaswellasthesocial eventsgreatlycontributedtotheenjoymentofbeingaphdstudentatisf.inparticulariwould liketothankdenafam,whowasmyfirstpointofcontactatisfbackin2009;nicolethornton, whoreviewedthefirstpieceofwritingididinmycandidature,andthemembersofmygas (groupforaccountabilityandsupport):johnmckibbin,rezamemary,bronwyncumbo, EleanorGlenn,TaniaLeimbach,ArianeLiu,AndrewGloverandEricaOlesson.TheISFstaffwas alsoverysupportiveinprovidingfeedbackandagreatsocialatmospheretoworkin.finally, UTSalsoprovidedfinancialsupportbygrantingmebothanIRSandaUTSPscholarshipand twoconferencegrants.thegermanacademicexchangeserviceprovidedfinancialsupport duringthefirstyearofmycandidature.inthatregard,iwouldalsoliketothanktobiasglaser, StefanKoensgen(BMW),ProfessorOthmarWickenheiser(UniversityofAppliedScience, Munich)fortheirsupportwiththescholarshipapplications. LindaAlilafromTheExpertEditorprovidedproofreadingandeditingservices.Dr.Robyn MaddernfromResearchAssistgavemeahelpfulintroductiontoqualitativedataanalysisin NVivo. Ialsowouldliketoexpressmygratitudetowardsthethreeexaminersofmythesis.Their commentsandrecommendationshelpedtofurtherimprovetheclarityoftheargumentand thereadabilityofthedocument. Thereareanumberofpeoplewhoprovidedexpertinputandfeedback,whichinformed differentchaptersofmythesis.thediscussionswithprofessorkeesdorstandassociate ProfessorDouglasTomkinattheDesigningOutCrimeresearchcentre(DOC)atUTSprovided valuableinput.similarly,roderickwalden,cathylockhartandbertopandolfoattheschoolof DesignattheDesignArchitectureandBuildingFaculty(DAB)atUTSgaverelevantexpert feedbackonthedesignaspectsofmythesis,aswellasadamthorpe,creativedirectorofthe DesignAgainstCrimeResearchCentre(UK).BertoPandolfoandCathyLockhartenhancedmy learningthroughofferingmetheopportunitytocontributetoteaching.mybrotherinlaw, RobertNeuhauser,helpedmestructuremythoughtsduringtheearlystagesofmy candidature.alisonnorcottprovidedfeedbackregardingthedeidentificationoftheresearch participantsinthediscussionchapters. iii
Toincreasetherelevanceofmyfindingsfordesignpractice,Ialsosoughtfeedbackfrom designpractitionersthroughouttheresearchprocess:davidgravinaatdigitaleskimo;my formerworkcolleaguesatpilotfish,inparticularmarknagelandmyfriendsatlumoddesign. IwouldalsoliketothankthedirectorsandstaffatIDE+forunderstandingthatIneededto balancephdstudiesandwork. Theempiricalpartoftheresearchwaspossiblethroughthegeneroussupportoftheresearch participants.iwouldliketothankthemfortheirtime,honestyandtheinsightstheyprovided. TheUNSWstudentsJessicaTongandJosephLouisTansupportedmewithdatasearchforthe websitereview. Finally,Iwanttothankmyfamilyforbeingsupportiveduringthislongandworkintensive time.iwanttoespeciallythankmypartnerchristianefornotonlybeingunderstandingand providingmoralsupport,butalsoforprovidinghelpfulfeedbacktothethesisstructure. Idedicatethisthesistomybelovedfatherwhopassedawayin2011.IwasinAustraliaandhe ingermanybuttheexperienceofdoingaphdopenedmyeyesandheartforthingsthatwere importanttohimandthathewantedtosharewithme. iv
v Table of Contents Acknowledgements...III TableofFigures...X TableofTables...XIII TableofBoxes...XIV Abbreviations...XV Abstract...XVI CHAPTER1. INTRODUCTION...1 1.1. Ambiguityabouttheapplicationoftheecodesignideabyindustrialdesigners...2 1.1.1. Theimportanceofdistinguishingengineersfromindustrialdesigners...2 1.1.2. Amisalignmentofrecommendationsforapplyingtheecodesignideaina commercialcontextandindustrialdesignpractice...3 1.2. Canindustrialdesignersaddressshortcomingsofcontemporaryecoinnovation?..5 1.2.1. Empiricalstudiesintotheapplicationoftheecodesignideadonotfocuson industrialdesignpractice...6 1.3. Aimandscopeofthisthesis...7 1.3.1. Thecommercialconsumerproductdevelopmentprocessasresearchcontext..8 1.3.2. Afocusonindustrialdesignpractice...9 1.3.3. Apragmaticinsteadofanormativestartingpoint...9 1.3.4. Theproductdevelopmentprocessasaboundaryforthisinvestigation...10 1.3.5. Anecologicalagendaaheadofasustainableagenda...10 1.4. Structureofthethesis...10 1.5. Significanceofthisresearch...13 CHAPTER2. WHATISTHEINFLUENCEOFINDUSTRIALDESIGNPRACTICE?...15 2.1. Thecontextofindustrialdesignpractice...17 2.1.1. Thegoalsofindustrialdesignpractice...19 2.1.2. Theproblemsituationofindustrialdesign...22 2.2. DesignThinkingtounderstandandaddressdesignproblems...24 2.2.1. ThetwoparadigmsthatgovernDesignThinking...25 2.2.2. Thereactionofthedesignprofessionstotheprescriptiveanddescriptive models...31 2.2.3. IndustrialDesignCraft...33 2.3. Amodeloftheproductpropertiestoexplainhowindustrialdesignpracticecreates valueforconsumers...36 2.3.1. FormandFunction...37 2.3.2. Productaffordanceandperceivedaffordance...38 2.3.3. Productsemanticsandproductmeaning...41 2.3.4. Aholisticconceptualisationoftheproductproperties accountingforthe interrelationbetweenmeaningsandtechnology...44 2.4. Influencingproductpropertiesthroughindustrialdesignpractice...47 2.4.1. Influencingthemeaningdimension designassensecreatingactivity...47 2.4.2. Theinterrelationshipbetweenthemeaningandthetechnologicaldimension 52
vi 2.5. Theinfluenceofindustrialdesignersontheproductdevelopmentprocess...53 2.5.1. Theoperationalroleofindustrialdesign...53 2.5.2. Thestrategicroleofindustrialdesign...54 2.5.3. Classifyingproductdevelopmentprocesses amorerefinedtypologyofthe designproblemsofindustrialdesignpractice...56 2.6. Concludingsummary...58 CHAPTER3. INCORPORATINGTHEECODESIGNIDEAINTOINDUSTRIALDESIGN PRACTICE...60 3.1. Confusionaboutincorporatingtheecodesignideaintoindustrialdesignpractice.63 3.1.1. Ecodesignandsustainabledesign:thetwodominantgroupsofconceptsthat sharetheecodesignidea...63 3.1.2. Wherewasindustrialdesignpracticeleftbehind?...65 3.2. Thedifferentperspectivesontheecodesignidea...66 3.2.1. Theisolatedproductqualitiesperspective...68 3.2.2. Thetechnicalperspective...71 3.2.3. Thesociotechnicalperspective...76 3.2.4. Positioningindustrialdesignpracticerelativetothedifferentperspectives...79 3.3. Atransitionfromanecologicaltoasustainableagenda...84 3.3.1. Thecapacitytointegrateasustainableagendaintoindustrialdesignpracticeis limited...85 3.3.2. Integratingecologicalconsiderationsintoindustrialdesignpractice an expandednotionofecodesign?...87 3.4. Integratingecologicalconsiderationsintoproductdevelopmentprocesses...89 3.4.1. Successfactorsforintegratingtheecodesignideaintoacommercial environment...89 3.4.2. Theroleofdesigninsocietyandthesustainabledesignprocess...94 3.4.3. Canindustrialdesignpracticeplayanactiveroleintheidentificationofgoals anddriversforecodesign?...97 3.5. Alackofinsightintotherealworldpracticeofindustrialdesigners...98 3.5.1. Studiesapplyingthetraditionalnotionofecodesignasaguidingframework 100 3.5.2. Studieswithoutaguidingframework...101 3.6. Concludingsummary...101 CHAPTER4. RESEARCHDESIGN...104 4.1. Theresearchquestionsandlimitationsofpastempiricalstudies...105 4.1.1. Limitationsofpastempiricalstudies...107 4.2. AdaptiveTheory(AT)...108 4.2.1. StrictHypothesisTesting(SHT)...108 4.2.2. GroundedTheory(GT)...108 4.2.3. ThebenefitsofanAdaptiveTheoryapproach...109 4.3. Casestudyresearchastheselectedformofenquiry...112 4.3.1. Theapplicationofcasestudyresearchtoinvestigatedesignpractice...113 4.3.2. Generalisationsfromcasestudyresearchandtheorybuilding...114 4.4. Casestudydesign...115 4.4.1. Afocusontheenvironmentofindustrialdesignconsulting...115 4.4.2. Approachtosamplingandoverviewoftheresearchdesign...117 4.4.3. Semistructuredinterviewsasthemainsourceofdata...123 4.4.4. Analysis fromdatatoinformation...128
vii 4.5. ReflectingontheusefulnessofAdaptiveTheoryinthisresearchproject...133 CHAPTER5. APRELIMINARYFRAMEWORKOFTHEEXPANDEDNOTIONOF ECODESIGN...135 5.1. Integratingtheecologicalconsiderationsinproductdevelopmentprocesses the perspectiveofanindustrialdesignconsultancy...136 5.1.1. Generalsuccessfactorsforaproductdevelopmentprocessfromthe perspectiveofanidc...137 5.1.2. ThecompetencyinLCTanditsapplication...139 5.1.3. Identifyinggoalsanddrivers,stimulatingtheintegrationofecological considerationsintotheproductdevelopmentprocess...139 5.2. Classifyingecodesigninterventionsfromtheperspectiveofindustrialdesigners 142 5.2.1. Producttechnologyfocusedecodesigninterventions...144 5.2.2. Behaviourfocusedecodesigninterventions...145 5.2.3. Meansfocusedecodesigninterventions...148 5.2.4. Demandfocusedecodesigninterventions...150 5.2.5. Therelationbetweenthefourcategoriesofecodesigninterventions...153 5.2.6. AssessingtheecodesigninterventionsoftheIDCs...156 5.3. Summaryofthepreliminaryframework...157 CHAPTER6. THEAUSTRALIANCONTEXTFORECODESIGN:EXPERT PERSPECTIVESANDIDCSELFREPRESENTATIONSONWEBSITES...159 6.1. WhyfocusonAustralia?...160 6.2. TheAustraliancontextforindustrialdesignconsulting...162 6.2.1. DoAustralianIDCshavestrategicinfluence?...163 6.3. DisseminatingecodesignknowledgeinAustralia...165 6.3.1. CanAustralianIDCspracticeecodesign?...166 6.3.2. Differentopinionsonhowecodesignpracticecanbeprogressed...168 6.4. Concludingsummary...169 CHAPTER7. EMPIRICALFINDINGS EXPERIENCESFROMINDUSTRIALDESIGN CONSULTANCIESANDTHEIRCLIENTS...170 7.1. CaseStudyIDC#1...172 7.1.1. Exemplaryproject:Project#1...173 7.1.2. IDC#1 sgeneralecodesignexpertiseandpractice...184 7.1.3. Difficultieswithpracticingecodesign...186 7.1.4. Pathwaystowardsfacilitatingmoreecodesignpractice...189 7.2. CaseStudyIDC#2...191 7.2.1. Exemplaryproject:Project#2...192 7.2.2. IDC#2 sgeneralecodesignexpertiseandpractice...204 7.2.3. Difficultieswithpracticingecodesign...206 7.2.4. Pathwaystowardsfacilitatingmoreecodesignpractice...208 7.3. CaseStudyIDC#3...210 7.3.1. Exemplaryproject:Project#3...211 7.3.2. IDC#3 sgeneralecodesignexpertiseandpractice...221 7.3.3. Difficultieswithpracticingecodesign...224 7.3.4. Pathwaystowardsfacilitatingmoreecodesignpractice...226 7.4. CaseStudyIDC#4...230 7.4.1. TheexemplaryprojectsofIDC#4...231
viii 7.4.2. Exemplaryproject:Project#4A...232 7.4.3. Exemplaryproject:Project#4B...242 7.4.4. IDC#4 sgeneralecodesignpractice...250 7.4.5. Difficultieswithpracticingecodesign...251 7.4.6. Pathwaystowardsfacilitatingmoreecodesignpractice...254 7.5. Preliminaryinterpretationoftheempiricalfindings...256 7.5.1. Wideningtheapplicabilityofindustrialdesignpractice...256 7.5.2. Relatingtheempiricalfindingsbacktotheresearchquestions...258 7.5.3. Overviewofthediscussionchapters...259 CHAPTER8. DISCUSSIONOFCAUSALRELATIONSHIPSINTHEOBSERVED ECODESIGNPRACTICE...261 8.1. Whatlimitsecodesignpracticeinanactivistapproach?...263 8.1.1. Theunderlyingreasonsforanactivistapproach...264 8.1.2. Implicationsofanactivistapproachforthenatureoftheecodesignpractice264 8.1.3. Theecodesignpracticethatcanbeexpectedinanactivistapproach...268 8.2. Progressingfromanactivistapproachtoacollaborativeapproach...269 8.2.1. Thepotentialbenefitsofacollaborativeapproach...270 8.2.2. Progressingfromanactivistapproachtoacollaborativeapproach...271 8.3. Whatpreventedlifecyclethinking(LCT)inProject#1?...275 8.3.1. Dostartupsoffermorepotentialtopracticeecodesign?...276 8.3.2. Howimportantaretheunderlyingreasonsfortheclientopennessto ecodesign?...278 8.3.3. Arethedriversforecodesignandtheresultingecodesignpracticeinterrelated?...279 8.4. Progressingecodesignthroughindustrialdesignpractice...281 8.4.1. Identifyingbusinessopportunitiesforproductswithecofriendlymeanings..283 8.4.2. Refiningthepreliminarytheoreticalframework...285 CHAPTER9. PATHWAYSTOWARDSMOREECODESIGNPRACTICE...288 9.1. Theroleofcostsavings,legislativerequirementsandstandardsasdrivers...290 9.1.1. Thehopeforlegislationandstandards,demandingecofriendlyproducts...290 9.1.2. Isitpossibletoachieveecobenefitsifecodesignisjustifiedviacostsavings?291 9.2. ExpectationsforfurtherdevelopmentofanalyticalLCTtools...292 9.3. Difficultieswithdemandfocusedecodesigninterventions...294 9.3.1. Areluctancetodeveloppropositionsforecofriendlyproductmeanings...295 9.3.2. Barriersforinfluencingthemeaningdimensionandsolutionfocusedthinking......297 9.4. Theexpandednotionofecodesign:apathwaytowardssustainabledesign?...301 9.4.1. Howproblematicisjustifyingecodesignthroughincreasingtheconsumptionof anecofriendlysolution?...302 9.4.2. Howfarcantheexpandednotionofecodesignpreparethecurrentcontextfora transitiontowardssustainabledesign?...303 CHAPTER10. CONCLUDINGDISCUSSION...305 10.1. Summaryofkeyfindings...306 10.2. Answeringtheoverarchingresearchquestion implicationsforindustrialdesigners...310 10.2.1. Clarificationofthelimitationsandpotentialsoftheconclusions...312
10.3. Implicationsforfurtherresearch...314 10.3.1. Directionsforfurtherresearch...314 Appendix1:Diagram,conceptualisinganiterativewayofstructuringdesign practice...317 Appendix2:Fullprocedureofthewebsitecontentanalysis...318 Appendix3:Backgroundinformationandinterviewquestions,providedtothe researchparticipants...321 Appendix4:Overviewoftheconductedinterviews...326 Appendix5:Presentationofthepreliminaryfindings...327 Appendix6:Exampleofamindmapoftheinterviewfindings...328 Appendix7:Listofpaperspublishedinthecourseofthisresearch...329 Bibliography...330 ix
x Table of Figures Figure1:Logicalstructureofthethesis...11 Figure2:Theinterrelationshipbetweentheinfluenceofindustrialdesignpractice,its underlyingstructureanditscontext...16 Figure3:Theproblemsituationofindustrialdesignpractice...23 Figure4:ThecombinationofDesignThinkingandDesignCrafttoconceptualisedifferent designprofessions...25 Figure5:Theproposedstructureofthedesignprocessaccordingtotherationalproblem solvingparadigm...27 Figure6:Coevolutionofappraisalandunderstandingofproblemandsolution...29 Figure7:TheapplicationofDesignThinkingtodevelopanunderstandingofaproblem situationandpossiblesolutions...30 Figure8:Proposedvisualisationofthecontinuumofdesignprofessions...32 Figure9:Theleversofindustrialdesignersonadesign...36 Figure10:Interrelationshipbetweenperceptualinformationandrealaffordance...39 Figure11:Theconstructionofproductmeaning...43 Figure12:Leversofindustrialdesigntoexertinfluenceonthetwodimensions,describing productpropertiesthatfacilitateaproduct semotionalandutilitarianfunctionality...45 Figure13:Representationoftheproductpropertiesaccountingforthemultilayerednatureof themeaningsconsumersattachtoproducts...46 Figure14:Maptodescribehumancentreddesign(HCD)...48 Figure15:Thecontributionofindustrialdesignpracticeinanoperationalroletotheoutcomes ofaproductdevelopmentprocess...54 Figure16:Thecontributionofindustrialdesignpracticeinastrategicroletotheoutcomesofa productdevelopmentprocess...55 Figure17:Theexplorativecapacityofindustrialdesignpractice...56 Figure18:Thestructureofatraditionalecodesignprocess...73 Figure19:Typesofinnovation,associatedtimerequiredandimpactreductionpotential...78 Figure20:Thethreeperspectivesthatthisthesisdistinguishesinthedevelopmentofthe understandingoftheecodesignidea,therequirementstotransitionbetweenthemandthe perspectivethisthesisproposesforincorporatingecologicalconsiderationsintoindustrial designpractice...80 Figure21:Positioningindustrialdesignpracticerelativetothegroupsofconceptsclassifiedas ecodesignandsustainabledesign...88 Figure22:Thetechnicalperspectiveontheidentificationofdriversforintegratingecological considerationsintothedesignprocessandtheroleofindustrialdesignpractice...94 Figure23:Anewcontextfordesignpracticetopreventamarginalisationofsocial,economic andecologicalissues...96
xi Figure24:Industrialdesignpracticeinastrategicroletorevealand/orstimulatedriversfor ecodesign...98 Figure25:Incorporatingtheecodesignideaintoindustrialdesignpractice anexpanded notionofecodesignasapossibletransitiontowardssustainabledesign...99 Figure26:AdaptiveTheory(AT),contrastedwithGroundedTheory(GT)andStrictHypothesis Testing(SHT)...110 Figure27:Thecontextofindustrialdesignconsultingmoreeasilyallowsforfocusingonthe contributionofindustrialdesignpracticetoecodesign...116 Figure28:Overviewoftheresearchdesign...118 Figure29:Procedureofanalysingthefirstsetofinterviews...130 Figure30:Procedureforanalysingthesecondsetofinterviews...132 Figure31:Categoriesofdriversforincludingecodesigninthedesignprocessfromthe perspectiveofindustrialdesigners...140 Figure32:Capacityofindustrialdesignpracticetodrawontheproblemandsolutionfocused elementsofdesignthinkingtoidentifygoalsanddriversforecodesign...141 Figure33:Theimpactoftheindividualcategoriesofecodesigninterventionsontheproduct properties...154 Figure34:Preliminaryframeworkdescribingtheexpandednotionofecodesign...157 Figure35:PercentageoftheIDCswithinthesamplesetwhorepresentedthemselvesina strategicrole...164 Figure36:CommunicationofecodesignservicesandLCTonthewebsitesofAustralian, GermanChineseandAmericanIDCs...167 Figure37:AssessmentoftheProduct#1inregardtoitsquantifiableand(proposed)perceived ecologicalperformance...180 Figure38:Theroleofproblemandsolutionfocusedthinkinginidentifyinggoalsanddriversin Project#1...183 Figure39:AssessmentoftheProduct#2regardingitsquantifiableand(proposed)perceived ecologicalperformance...202 Figure40:Theroleofproblemandsolutionfocusedthinkinginidentifyinggoalsanddriversin Project#2...204 Figure41:AssessmentofProduct#3inregardtoitsquantifiableand(proposed)perceived ecologicalperformance...219 Figure42:Theroleofproblemandsolutionfocusedthinkinginidentifyinggoalsanddriversin Project#3...221 Figure43:AssessmentofProduct#4Ainregardtoitsquantifiableand(proposed)perceived ecologicalperformance...238 Figure44:Theroleofproblemandsolutionfocusedthinkinginidentifyinggoalsanddriversin Project#4A...242
Figure45:AssessmentofProduct#4Binregardtoitsquantifiableand(proposed)perceived ecologicalperformance...249 Figure46:Theroleofproblemandsolutionfocusedthinkinginidentifyinggoalsanddriversin Project#4B...250 Figure47:Mindmapoftheactivistapproach,highlightingtheindividualfactorsdetermining theecodesignpracticeandtheexpectedoutcomes...269 Figure48:Alignmentofjustifyingecodesignpracticeviaecofriendlymeanings,consumers perceiveasvaluablewiththeagendaofindustrialdesign...282 Figure49:Theroleofindustrialdesignpracticefordevelopingproductswithalowecological impact,emphasisingtheimportanceofjustifyingtheintegrationecologicalconsiderationsinto theproductdevelopmentprocessviaidentifyingconsumerpreferencesforecofriendly solutions...286 Figure50:Incorporatingtheecodesignideaintoindustrialdesignpractice anexpanded notionofecodesignasapossibletransitiontowardssustainabledesign...302 xii
Table of Tables Table1:IndustrialDesignCraftthatsupportsproblemandsolutionfocusedthinking...35 Table2:Successfactorsforintegratingtheecodesignideaintoacommercialenvironment...90 Table3:Producttechnologyfocusedecodesigninterventions...144 Table4:Behaviourfocusedecodesigninterventions...147 Table5:Aliases,usedfortheresearchparticipants...171 Table6:TheecodesigninterventionsconductedinProject#1...176 Table7:TheecodesigninterventionsconductedinProject#2...196 Table8:Theecodesigninterventions,conductedinProduct#3...215 Table9:Theecodesigninterventions,conductedinProduct#4A...235 Table10:TheecodesigninterventionsconductedinProject#4B...247 Table11:Issuesassociatedwithanactivistapproachandthecapacityofacollaborative approachtoaddressthem...271 Table12:Generalclientreadinessfactorsandspecificclientreadinessfactorsforecodesign272 Table13:ContrastingtheProject#1withtheotherexemplaryprojectsthatwereconductedin acollaborativeapproach...276 xiii
xiv Table of Boxes Box1:Onterminology:Productinnovationprocess,productdevelopmentprocessand designprocess...18 BOX2:Onterminology:ConsumerorUser?...21 BOX3:Themoveoftheengineeringprofessiontowardsmoreiterativemodels...32 BOX4:Onterminology:Everyproductismeaningful...43 BOX5:Thevisualisationoftheproductpropertiesinatwodimensionalspaceisa simplification...46 BOX6:Kanseiengineering aproblemfocusedapproachtoinfluencethemeaning dimension...50 BOX7:Onterminology:Isolatedproductqualitiesperspective,technicalperspective andsociotechnicalperspective67 BOX8:EngagementwithLCAinthisthesis...73 BOX9:Aretheredifferenttypesorlevelsofinnovation?...77 BOX10:Sociallifecycleassessment(SLCA) anattemptofthelcacommunityto addressthesocialagendaofsustainabledevelopment...85 BOX11:Theovertandthehiddensocialagendaofindustrialdesign...86 BOX12:Onterminology:Theuseoftheexpressions ecofriendlyproducts, productswitha lowecologicalimpact and productswithalowerecologicalimpact inthisdocument...91 BOX13:OnTerminology:DesignActivism...96 BOX14:OnTerminology:Abduction...111 BOX15:Onterminology:Ecodesignstrategies,awidelyusedtermtodescribeecodesign interventions...142 BOX16:ThePSSconceptdoesnotalwaysbringalongecologicalbenefits...149 BOX17:Theimpossibilityofestablishingexclusivecategoriesfortheexecuteddesign interventions...156 BOX18:Labellingoftheinterviewedecodesignexperts...160 BOX19:Labellingoftheresearchparticipants...171
Abbreviations AT AdaptiveTheory CEO ChiefExecutiveOfficer CfD CentreforDesign DIA DesignInstituteofAustralia GT GroundedTheory HCD/UCD HumanCentredDesign/UserCentredDesign ICSID InternationalCouncilofSocietiesofIndustrialDesign IDC Industrialdesignconsultancy LCA LifeCycleAssessment LCT LifeCycleThinking PSS ProductServiceSystem RMIT RoyalMelbourneInstituteofTechnology SHT StrictHypothesisTesting SLCA SocialLifeCycleAssessment SRD SocietyforResponsibleDesign UNEP UnitedNationsEnvironmentProgramme USA UnitedStatesofAmerica VDID ProfessionalassociationofGermanindustrialdesigners(VerbandDeutscher IndustrieDesignere.V.) xv
Abstract Industrialdesignersplayapivotalroleinthedevelopmentofconsumerproducts.Consumer productscontributesignificantlytosociety secologicalimpact,whichneedstobelowered. Thisthesisexaminestheroleofindustrialdesignpracticeindevelopingconsumerproducts withlow(er)ecologicalimpactsby(i)expandingtheconceptofecodesignand(ii)collecting evidenceonitscontemporaryapplicationinaustralia.ecodesignreferstoboththeintegration ofecologicalconsiderationsintocommercialproductdevelopmentprocessesandtheir conversionintoproductdesigns.whenpracticingecodesign,industrialdesignersmust considertheentirelifecycleofproducts anapproachtermedlifecyclethinking(lct). Thisresearchproposesthatindustrialdesignpracticeallowstwoexpansionstothetraditional notionofecodesign.firstly,itcanuncovernewopportunitiesforcreatingvaluethrougheco designedproductsbyapplyingsolutionfocusedthinking.solutionfocusedthinkinguses representationsoftentativesuggestionsforproductdesignstoexploreresponsesofthe contextbeingdesignedfor.traditionally,ecodesignonlyappliesproblemfocusedthinking deductivelyanalysingthestatusquotoestablishrequirementsforhowvaluecanbecreated. Thiscanresultinalockintoincrementalproductimprovement.Secondly,industrialdesign practicecanwidentherangeofinterventionsthatconvertecologicalconsiderationsinto productdesignstowardsmanipulatinghowproductsareperceivedandunderstoodby consumers,namely,themeaningsattachedtoproducts.traditionally,ecodesignfocusestoo narrowlyontechnicalaspectsofproductdesignandhasfailedtosufficientlyrepresent influencingproductmeanings. Forthisresearchprojectmultiplecasestudyresearchwasconducted,investigatingthe ecodesignpracticeofaustralianindustrialdesignconsultancies(idcs)andtheirclients.the theoreticallydevelopednotionofecodesignwasusedtoguideandstructuretheenquiry.data wascollectedthroughcontentanalysisofidcwebsitesandsixteeninterviewswithecodesign experts,representativesofidcsandtheirclients.theempiricalinsightsshowthatthe proposedexpansionstoecodesignareappropriate.theycansupportconvertingecological considerationsintoproductdesigns.intandem,theycanalsohelpwithexploringand potentiallystimulatingopportunitiesforproductsthatoffernewecofriendlymeaningsto consumers,whichtheyperceiveasvaluable.ifindustrialdesignpracticecanidentifysuch opportunities,itcanjustifyecodesign guidedbylct asavalueaddingelementinthe productdevelopmentprocess. xvi
Inconclusion,industrialdesignerscancontributetoreducingthenegativeecologicalimpactof societybyembracingtheexpandednotionofecodesign.severalfactorsneedtoalignto enablethis;mostimportantly,theyneedtopracticeecodesignincollaborationwiththeir clients. xvii