isu college of design - sustaining respdesign-2-4-2009

This presentation will illustrate ways in which design can contribute to the development of a prosperous, more inclusive and sustainable

future. It aims to document and highlight diverse applications of responsible and resourceful design approaches that create inspired,

innovative responses to a range of challenges and issues in our emerging society and majority world today.

Prof. Ricardo Gomes, IDSAChair, Department of Design and Industry

San Francisco State University

College of Design30th Anniversary CelebrationIowa State UniversityKocimski AuditoriumFebruary 4th, 2009

Sustaining Socially-Responsible Design

in Our Emerging Society: Designing for a Majority World


in Our Emerging Society:Designing for a Majority World

. “Where, after all, do universal human rights begin?

In small places, closest to home, - so close and so small that they cannot be seen on any map in the world.

Yet, they are the world of the individual person: the neighborhood he lives in; the school or college he

attends; the factory, farm, or office where he works. Such are the places where every man, woman, and child

seeks equal justice, equal opportunity, equal dignity, without discrimination.”

Eleanor Roosevelt, March 27, 1953



in Our Emerging Society: Designing for a Majority World

. “95% of the world’s designers focus all of their efforts on developing products and services exclusively for the

richest 10 % of the world’s customers. Nothing less than a revolution in design is needed to reach

the other 90%”

Source: Design for the Other 90%, Smithsonian Cooper-Hewitt National Design Museum, New York 2007


"Design" can be a catalyst for positive cultural change by:

“facilitating” collaboration in the exploration and creation of better and more compelling business/product models

“enhancing and optimizing" technical and social innovation

“driving" policy, regulation and society's conventionsby demonstrating what is possible

© JPKusz, Ltd. 2007


Ami Mehta, formerly of Hewlett-Packard

Emerging Markets Experience Architect

FutureMap: Planting the Seeds Today to Ensure the Fruit-Bearing Trees of Tomorrow

As we look to the future, we will see how dramatically different the world looks from today. We see a more

interdependent, global workforce designing for a more global economy. The largest consumer groups of tomorrow

will be likely be Chinese, Indian, Brazilian, Russian or South African based on the population growth, global

demand patterns and demographics.

As we are all a witness to this shift, how might we as designers be prepared for this new, global economy?

How will we participate in a collaborative, constructive and innovative manner? Mehta paints a picture

of this future landscape and highlights some ways in which we, as designers, can prepare for the journey into the future...

Sustaining responsible-design for emerging markets?

emerging markets can be described as:markets that have reached a minimum level of GDP

markets that are in the growth phase of the development cyclemarkets that are vulnerable to internal or external forces

examples of emerging markets:

• Brazil• Russia• India• China

• South Africa• Argentina•Thailand•Turkey

1. Focus on price performance. Serving the BoP is not just about lower prices

2. Hybrid solutions for innovation. BoP consumer problems cannot be solved with only the old technologies.

3. Scalable and transportable solutions across countries, cultures and languages. Design for ease of adaptation in similar BoP markets is a key consideration for gaining scale.

4. Reducing resource intensity must be a critical principle in product development. All innovations must focus on conserving resources.

12 Principles of Innovation for Bottom of the Pyramid (BoP) Markets, C.K. Prahalad

Prahalad identified 12 principles that constitute the building blocks of a philosophy of innovation for BoP markets

5. Product development must start from a deep understanding of functionality, not just form. The infrastructure BoP consumers have to live and work in demands a rethinking of the functionality.

6. Build logistic and manufacturing infrastructure. Process innovations are critical in BoP markets.

7. Deskilling work is critical. Take into account the skill levels, poor infrastructure and difficulty of access.

8. Educate (semi-literate) customers in product usage.Innovations in educating a semiliterate group of the use of new products can pose interesting challenges.



9. Products must work in hostile environments. Like noise, dust, unsanitary conditions, abuse, electric blackouts and water pollution.

10. Function/ feature should result in adaptable user interfaces to the heterogeneity of the consumer base. Research on interfaces is critical.

11. Distribution methods should be designed to reach both highly dispersed rural markets and highly dense urban markets. Innovations must reach the consumer.

12. Focus on broad architecture. To enable quick and easy incorporation of new features and functions.



Ray & Charles Eames “The India Report” and the National Institute of Design


NIDIndia’s Industrial Policy Resolution of 1953, the

renowned design team of Charles and Ray Eames were invited to India recommend a program of design

to serve as an aid to small industry. As a result the Eames’ produced 'The India Report'which became the blueprint for the formation of the

National Institute of Design in 1961 as an autonomous national institution for research, service

and training in Industrial Design and Visual Communication.

Design for the Flat World

The convergence of technology and the hyper-connected world are forcing massive shifts in markets,

industries and wealth. We need to consider more sophisticated issues even as we try to stay in close touch with

the lives of everyday people. Widespread data connectivity, improved transportation and logistics, and fluctuating currencies

have meant that our work is decreasingly place based.

System Design

R. Buckminster Fuller’s World Game® (1969, 1971) utilizes a large-scale Dymaxion Map for displaying world resources, and allows

players to strategize solutions to global problems, matching human needs with resources. His Inventory of World Resources, Human Trends and Needs

was created to serve as an information bank for the World Game.


Comprehensive Anticipatory Design Science ”…is the attempt to anticipate and solve humanity’s major problems through the highest technology by providing “more and more life support for everybody, with less and less resources.” Buckminster Fuller, 1949

Catalyzing the vanguard of a design science revolution

Design Science is a methodology for changing the world. It involves the application of the principles and latest findings of science

to the creative design and implementation of solutions to the problems of society.

It takes a whole systems, global, and anticipatory approach that fosters creative collaboration and synergy in the development of

comprehensive solutions to both global and local problems.

It was inspired by the work of Buckminster Fuller and other planners, scientists, and visionaries.

STRATEGIES FOR ACHIEVING THE MILLENNIUM DEVELOPMENT GOALS

Source: DESIGN SCIENCE LAB 2006 NYC REPORT

STRATEGIES FOR ACHIEVING THE MILLENNIUM DEVELOPMENT GOALS

Millennium Development Goal #2Achieve universal primary education and ensure that,

by 2015, children everywhere, boys and girls alike, will be able to complete a full course of primary schooling.


PurposeThe purpose of the SIB is to provide universal access to education for all 100+ million primary aged children not in school. The distributionof such a “quick fix” solution, while simultaneously paying special attention to the educational needs of girls and the community

SCHOOL-IN-A-BOXcurriculum


School-In-A-Box 1.0 Contents:• Basic Essential Learning Tools(B.E.L.T.)o Laminated student packets

(for basic reading and math)o Rulers, protractors, pencils, paper,

multiplication tableso Blackboard

(lid of box turns into blackboard)

School-In-A-Box 2.0 Contents:• 1.0 Contents, plus• Girls Education Tools (G.E.T.)o Gender Focused Learning Methodso Peer-to-Peer Tutoring Programo Leadership Developmento Financial Empowerment• Health & Sanitation Awareness Materials

• Malaria Deterrence Tools• Practical & Community Learning Materials

• Laptop computer/Cell phone• Teacher Instruction Manual

School-In-A-Box 3.0 Contents:• 1.0 & 2.0 Contents, plus• Internet access• Ongoing training and access to Educational materials provided by WE CAN

SCHOOL-IN-A-BOX


WI-FI FOR EDUCATION

Global Wi-Fi Costs5There are a variety of technologies and associated costs for achieving universal Internet access. Costs range from $500 per village6 to $1,000 per village to set up a wi-fi infrastructure ($341 million to $638 million for all of India’s rural villages), to $2,000 for a village-wide solar powered communications station.


The Hyper-Connected World

One Laptop (OLPC) Meets Big Business

The big idea of giving PCs to poor children has been challenged by educators and business.

“…The fate of OLPC is uncertain…. “Still, it's possible to draw lessons about the difficulties of such grand-scale social innovation. Concept: Nicholas Negroponte

Designer: Yves Behar, fuseproject



“…The fate of OLPC is uncertain…. Still, it's possible to draw lessons about the difficulties of such grand-scale social innovation.

One Laptop (OLPC)

Meets Big Business



Wireless Technology for Social Change

sub $30 mobile phone

What should a mobile phone interface look and function like in an emerging market with low literacy?

In Emerging Markets a key factor to be consider is the literacy of the consumer. This will effect the elements such as user interfaces, menu systems, packaging and product instructions.


Design for the Majority:“The Other 90%”

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Information Design.


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Information Design:Health

Care Delivery

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Care Delivery

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Technologies for Vaccine Delivery in the 21st century

Courtesy of J. Lloyd

simplicity & efficiency of Vaccine Delivery

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Care Delivery

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Chulha: healthy indoor cooking

More than 1.6 million people are dying annually due to smokeinhalation from indoor wood burning stoves ‘Philanthropy by Design’

Philips Design program looks at promoting social empowerment through knowledge sharing, creativity and co-design.


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Courtesy of Vestergaard Frandsen S.A.

Designer: Vestrergaard Frandsen(Used in Ghana, Nigeria, Pakistan, Uganda)

“LifeStraw” Designer Vestrergaard Frandsen(Used in Ghana, Nigeria, Pakistan, Uganda).


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HEALTH AND MOBILITYWater Sanitation/Transportation

LifeStraw ® Personal and FamilyProject Criteria & Assessment:

1) INCOME-GENERATING- Vestergaard Frandsen has managed to turn humanitarian responsibility into core business. Strong support of the Millennium Development Goals, particularly reducing child mortality and combating HIV/AIDS, malaria, and reducing the number of people without access to safe drinking water, is a defining characteristic of our company.

2) RETURN ON INVESTMENT–

3) AFFORDABILITY- LifeStraw® Personal and LifeStraw® Family are both point-of-use water filters – truly unique offerings from Vestergaard Frandsen that address the concerns for affordably obtaining safe drinking water at home and outside.

4) ENERGY-EFFICIENCY- Requires no electrical power



5) ERGONOMICS AND SAFETY-LifeStraw® Personal and LifeStraw® Family are both point-of-use water filters. The Cochrane review (2006) demonstrates that water filters are the most effective interventions amongst all point-of-use water treatment methods for reducing diarrhoeal diseases. Kills and removes 99.999% of waterborne bacteria.Kills and removes 99% of waterborne viruses.Removes particles down to 15 microns.

6) PORTABILITY-LifeStraw® Personal is a portable water purifier for prevention of common diarrhoeal disease – can be carried around for easy access to safe and clean drinking water.

7) EASE OF INSTALLATION AND USE-Place LifeStraw® in water and sip through the mouthpiece, product includes a string to hang around the neck

8) STRENGTH AND DURABILITY- Requires no electrical power or spare parts for the life time of the straw. Composition: Outer shell made of high impact polystyrene, life span is 3 years when stored in shade and exposed to maximum 30º C. Filters a minimum of 700 litres of water


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9) DESIGN FOR AVAILABLE MANUFACTURING CAPACITY-10) CULTURAL ACCEPTABILITY–11) ENVIRONMENTAL SUSTAINABILITY—12) IMPACT-

-referred to as 'One of the Ten Things that will Change the Way We Live´ by Forbes Magazine-February 2008, receives the Saatchi & Saatchi Award for World Changing Ideas in New York.

13) GOVERNMENT IMPACT-

14) INCENTIVES FOR PARTICIPATION IN PROJECT-

15) EDUCATION- Use and trouble shooting instructions given with product. Other than that it is a pretty straight forward product to use

16) DISTRIBUTION AND MAINTENANCE OF PRODUCT- Easy to mass-distribute in areas where drinking water is contaminated


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Joanne OliverIDEO, Sustainability Initiative Leader

Sustainability Initiative LeaderThe last 2 years have been filled with scientific

predictions of a changing world, environments in flux. Rising oil prices have forced companies to re-evaluate

their business models, question their energy resources and produce new efficient technologies.

If IDEO is an indicator of change, as it so often is, then we are at the beginning of a new era in design.

Designers are the people who are going to channel this new awareness and it wont just be through form,

color, texture, materials. It will be about having a thorough understanding of the life of a product and

how it can nurture and restore communities, and the environment.

Rockerfellor Foundation

IDEODESIGN FOR SOCIAL IMPACT:

how-to-guide

1> Social Impact

2> Benefit to the Firm

3> Investment Size



how-to-guideDesign Principles:

• PROVIDE VALUEDemonstrate the ValueCause Transformational ChangeMind the Gap

• BE FOCUSEDStay on TargetConserve Energy

• SET UP FOR SUCCESSTrain AppropriatelyOptimize for ImpactKnow the PlayersDemand Skin in the Game



how-to-guideMODES OF ENGAGEMENT :

• Modify the Way You Work

• Educate Others

• Develop Networks

•Identify Funding Streams

• Modify Your Structure

System Design



how-to-guideMODES OF ENGAGEMENT :

• Projectsconcept incubationsabbaticalcatalogue of challenges

• Educationempathy field tripsdesign certificationintern hostingpublishing

• Networksdesign competitions

•Funding design industry fund (1% models)project financing


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“Q Drum” Designer: P.J & J.P.S. Hendrikse

Manufacturer: Kaymac Rotomoulders(South Africa, Ethiopia, Kenya,)

Courtesy of P.J. Hendrikse

Courtesy of Ryan Duke

www.hipporoller.orghttp://groups.google.com/group/hippo-roller-redesign

• Solutions built around carrying multiple 2L bottles.• 2L bottles are readily available in the area. • Easily purchased and because of the recycle value people tend to purchase them in volume, for the money.

• In the rural areas people use them more for collecting water

San Francisco Chapter: Hippo Roller RedesignExtraHippo: Bottles

Courtesy of Ryan DukeCourtesy of Ryan Duke


San Francisco Chapter: Hippo Roller RedesignExtraHippo: Containers

• Solutions built around carrying multiple jerry can-type water containers that exist in the area.

• Design container prototypes as a model, but with the ability to accommodate other “Jerry-Can” types as well.

• Jerry Cans are purchased second hand from $1-$5 USD•Volume of the container is 25 liters (the Hippo Roller holds 90L).

San Francisco Chapter: Hippo Roller RedesignExtraHippo: Filters

Courtesy of Ryan Duke


•Solutions for filtering & purifying water for Hippo Roller users•Open water sources that are used by these people have contaminents and debris.

•Develop easily implemented, small size, inexpensive solutions for water treatment.

•Around 20%-40% of the Hippo Roller’s water is used for drinking, the rest is used for cleaning, washing, and gardens


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“Super MoneyMaker Pump” Designer: Robert Hyde, Martin Fisher, Mark Butcher, Abdilkadir Musa

Manufacturer: KickStart International Used in: Angola, Burkina Faso, Burundi, Congo, Ethiopia, Gambia, Ghana,

Haiti, Kenya, Madagascar, Malawi, Mali,…..Courtesy of Kickstart International


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“Big Boda Load-Carrying Bicycle” Designer: WorldBike, Adam French

Manufacturer: WorldBike & Moses Odhiambo & JacobUsed in: Kenya, Uganda,

Courtesy of Worldbike

South African Bureau of Standards

System Design

South African Bureau of Standards

Liz OgbuPublic Architecture, Designer & Project Manager

The Search for a Relevant Contemporary Design Praxis

The city is increasingly defined by a multiplicity of users who bring a growing complexity to the social, economic,

and political dynamics of the contemporary urban environment.

As a designer, Ogbu finds this to be a fascinating phenomenon because it shows that there are numerous

urban conditions around the world where people are creating or remaking urban spaces, revealing new uses and potentialities to the very designers who have been trained

to shape the city.

Ogbu believes that if architecture wishes to be relevant in this evolving urbanism, it must confront,adapt, and adjust to these emerging realities. Ogbu’s work explores how we can look to develop a relevant praxis no matter where

we are.


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“Day Labor Station” Designer: Public Architecture

Courtesy of Public Architecture.


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“Katrina Furniture Project”Designer:/Manufactuer:

University of Texas & Art Center College of Design,

Design Matters


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“Katrina Furniture Project” Designer:/Manufacturor:

University of Texas & Art Center College of Design,

Design Matters

Sabbatical Research

Institutional/GovernmentCommisao Permanente de Acessibilidade (CPA) Sao Paulo, Brazil

Ricardo G

omes

I San Francisco State University

Sabbatical Research

Institutional/GovernmentCommisao Permanente de Acessibilidade (CPA) Sao Paulo, Brazil

Sabbatical Research

Institutional/Professional – NGO

Vida Brasil

Ricardo G

omes


Salvador, Bahia, Brazil

Public Environments

Community PartnershipsThe renowned economist-philosopher and author of Small is Beautiful--E.F. Schumacher--believed when he called for a reassessment of the role and

status of design in society. Schumacher states: “What is at stake is not economics, but culture; not the standard of living, but the quality of life”

Ricardo G

omes


What is needed to make Inclusive Design work? Implementation will require getting the institutional arrangements right:

> give incentives for agencies to work with the poor, > keep everyone informed and coordinate between

stakeholders> define clearly the roles of the various agencies. > keep upgrading going, sustainability concerns must

be a priority in financing, institutions, and regulations.

Community Environments

Small-Scale Enterprise Development

Community EnvironmentsR

icardo Gom

esI San Francisco State U

niversity

It is an inclusive skill development and mentoring approach that sustains the identity, character and incentives which facilitate the improvement of the community environment for ALL.

Community Furniture/Toy Design &

Production FacilityMonte Azul Favela (slum)

Sao Paulo, Brazil

Community Environments

Delft University (Netherlands) Design Exchange Students Monte Azul FavelaSao Paulo, Brazil

Community EnvironmentsR

icardo Gom


niversity

Design Methodology:Curriculum Development


design curriculum- issues

• understanding local consumer behavior

• identifying affordable technologies

• developing locally adaptive design strategies:

o easy to understand and use productso design reliability

o lifestyle aspirationso infrastructure appropriate concepts



Source: Dr. Elizabeth (Dori) Tunstall, Associate Professor, Design Anthropology, University of Illinois at Chicago

DAI 800: Seminar in Design

Ralf Hotchkiss,Whirlwind Wheelchair International

Dr. Shirl Buss, LSA Design

System Design

Whirlwind Wheelchair InternationalRalf Hotchkiss

Courtesy of Prof. Martin Linder

iDo (Industrial Design Outreach Program)


International Student Design Competition

The “Focus”Progressive designers are beginning to respond to the demographic, environmental and economic realities of the 21st Century. Designers, educators and students should be encouraged to work and function outside of their "comfort zone" or sphere of influence.

The overall objectives of the student design competition was to advocate designers, educators, students and policy-makers to address the evolution of inclusive and sustainable design in diverse cultures and economies-of-scale.

Universal Design International Student CompetitionR

icardo Gom


niversity

How do we as design educators, professionals and students move forward

in addressing the human-centered process in creating empathy and

inspiring future designers quest in the value of sensitive and inclusive solutions

inDesigning for a MajorityWorld?

Summary Discussion


CreativityMake change compelling to all the customers:

CostPerformance

Environmental attributes(The environmental and the cultural story)

CollaborationWorking as a part of the system of disciplines not apart from them

Consensus“…the greatest good for the greatest number…”

Both Technical Innovation and Social Innovation

Sustaining Responsible Design Solutions through Collaborative + Comprehensive Design Measures:

© JPKusz, Ltd. 2007Summary Discussion


Ricardo G

omes


SMMPTanzania.webloc

isu college of design - sustaining respdesign-2-4-2009

Documents

majority world

department of design

resourceful design approaches

ouremerging society

equal dignity

equal justice

equal opportunity

future landscape