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DESIGN FOR CIRCULARITY Circularity is a regenerative approach is in contrast to the traditional linear economy, which has a ‘take, make, dispose’ model of production

MA Final Project | Aashna Poddar | Professor Christin Miller | DMGT 748 | Spring 2020 | SCAD


TABLE OF CONTENT 01

03

05

07

PROJECT FRAMING

RESEARCH SYNTHESIS

PROTOTYPE DEVELOPMENT

FINAL DESIGN

01 02 03 04 05 06

01 02 03 04 05 06 07 08 09 10 11 12

01 02 03 04 05 06

01 02 03 04

Subject of Study Problem Statement Target Audience Purpose of Project Scope of Project Significance of Study

Research Space Research Question Research Methodology Research Activities Data collection methods Research Synthesis Empathy maps Personas Journey Maps Research Insights COVID-19 Insights Relational Findings at a Glance

Finalize Concept Toolkit Development Prototype Development Prototype overview Concept Testing Protocol Zag Steps

Brand Identity Final Design to Market Zag Steps Mock up

08 IMPLEMENTATION 01 Business Model 02 Implementation Plan

02

04

06

PROJECT POSITIONING

DESIGN OPPORTUNITIES

VALIDATION AND ASSESSMENT

REFERENCES

01 02 03 04 05

01 02 03

01 02 03 04 05

01 02 03 04 05 06 07 08

Opportunity Statement Positioning ZAG Steps Value Proposition Onliness Statement

Opportunities for Design Design Criteria Design Opportunities

Prototype Testing Prototype Validation Fill in Gaps Business Model Canvas Business Model SWOT

Self reflection Mind-map Research Matrix Consent Forms Survey Questions Interview Questions Working wall Annoted Biblography


ABSTRACT Lives of people in western countries like the United States are extremely mobile as there is a constant need to relocate from point A to B due to change in work, education, or personal reasons. 35.5 million American moves each year refurbishing their house and 15 million tonne furniture goes into landfills which are excessive usages and wastage of resources. This linear pattern is extremely wasteful and unsustainable. Thus, there is an opportunity to create a framework for change and a call to action to move towards circularity. Design management methods can help innovators in the furniture industry to create circular sustainable products, services, and systems that satisfy both needs of people’s temporary lifestyle and a move towards a circular business model. Thus presenting Creculare, a toolkit to run creative and collaborative workshops to create future ideas for sustainable furniture products based on the principle of circular economy.


01

PROJECT FRAMING Following is the project planning to guide the process to understand the attitude towards temporary lifestyle, and consumption of household products for creating new approaches to lifestyle and living innovation, particularly for people with liquid lives.

01

Subject of Study

02

Problem Statement

03

Target Audience

04

Purpose of Study

05

Scope of Study

06

Significance of Study


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


DESIGN MANAGEMENT Design management aligns design and business with an empathic approach through design research methodologies and strategic thinking to facilitate creative problem solving for human-centered solutions. The role of a design manager is to gain trust and create environments that foster design thinking, culture of collaboration, and innovation by guiding the design process to value organizational goals.


SUBJECT OF STUDY Climate change and unsustainable consumption are one of the biggest challenges we face in society today. Thus, design thinking tools can be used to develop a regenerative and circular approach.


PROBLEM STATEMENT The rise of consumption in the West started in the 1820s when shopping became an everyday activity, driven by the industrialization and era of the ‘living-room suite’ (Trentmann, 2016). Today what we consume has become the defining feature of our lives. Living in a fast-moving, modern world has caused the need for more flexibility which allows fast turnovers, driven by desires. A remnant from the industrial revolution, the linear economy mindset is mainly driven by overcoming scarcity (Stahel, 2012). Today, most of society lives in abundance, using more energy and physical resources monthly, than previous generations during their whole lifetime (Thackara, 2015). One of the major reasons for this is the changing needs and values of millennials due to their liquid lives and their temporary living conditions. Liquid life is a precarious life, lived under conditions of constant uncertainty (Bauman, 2000). 35.5 million Americans move each year, refurbishing their house. Only 6% of Americans respond to share their household products and furniture. Around 15 million tons of household products are dumped into landfills. This linear pattern of taking, make, and dispose of which is wasteful and inefficient. Instead of a linear ‘take-make-dispose’ model where vast amounts of man-made and natural resources end up in landfills, the circular economy provides a new challenge: how can products be adapted for longevity? What parts can be replaced or repaired? Can it be refurbished or resold?. The shift to a circular model might help to overcome global challenges. Until now, the focus of the circular economy has been primarily on designing products for easier disassembling and recycling – the “outer circle” – which implies creating a closed loop of materials. The “inner circle” of reuse and repair, seems to have been silent in public discussions but the inner circle can transform our reality. Besides repairing, re-manufacturing, and recycling, the change will happen when the lifetime of products increases to reduce the manufacturing of new products (CEC Expert, 2016). The inner circle is people-centered, it is for citizens, companies and community initiatives to reinvent. We’re at a focal moment in business history, one not seen since the Industrial Revolution. The pure product economy is nearing the end of a 120-year-run and the world is shifting towards services. To tackle these global challenges, Michael Braungart and William McDonough (2009), authors of the book Cradle-to-Cradle pointed out, that we need to move away from a linear and wasteful economy to a circular model, where products and materials float in closed loops. Environmental challenges, shortage of natural resources, and a growing population mean for cities that they have to change and adapt to tackle these challenges in the future (Arup, 2011). Therefore, to overcome this global problem, it will be inevitable to rethink the way our economy functions today.


TARGET AUDIENCE The project will focus on the first and second design model from the Action and Research Centre at the RSA (2013), which analyze the relationship between consumer and retailer in context to the, life-cycle of products, business model, consumer behavior and attitudes.

CONSUMERS / USERS The primary target audience for this study are millennials, students, digital nomads and working professionals who have liquid lives, temporary living, low budget and have short usage of products. The characteristics of these user groups have overlaps in sectors of a low budget and their uncertainty about the future, which influences the lifestyle and way of consumption. A new lifestyle model could also benefit final users in real-life relationships.

FURNITURE AND HOUSEHOLD PRODUCTS RETAILERS / BRANDS The secondary target audience for this project are the retailers of furniture and household products. It is also for product designers, marketing and sustainability consultants that frequently explore future opportunities for keeping innovation alive.

REAL ESTATE AGENTS AND LANDLORDS The tertiary target audience for this project are the the real esate agenets and agencies. They could benefit from adapting a circular and regenrative system that is flexible and reflects effective way of consumption.


PURPOSE OF STUDY The purpose of the project is to leverage design management methods to understand the attitude towards temporary lifestyle, and consumption of furniture and household products to create a system that encourages an efficient way of using resources.


SCOPE OF STUDY CONTENT Today our economy is based on the linear patterns of taking, make and dispose of which is inefficient and wasteful. There is an opportunity to shift to a circular model that might help to overcome global challenges. For the shift, seeing products as a part of a system and focusing on system solutions that will be the most profitable and resourceefficient way for a circular economy business model.

CONTEXT The project will question how furniture, furnishing, and household products will be sold, used and re-used for a more efficient way of using resources and also how the user behavior towards a more conscious consumption can be improved in the future. The project aims for a new strategic framework for living in a regenerative future.

SUBJECT The subject of study is people from 18 to 30 years old who are studying or working in the city and are non-locals. Also, retailers and manufacturers of household products that are willing to innovate in their field and research to find actionable insights.

LOCATION The project will focus to reach the goals which will set in Savannah, GA, USA. The project will be conducted during Spring break and Spring Quarter 2020.


SIGNIFICANCE OF STUDY

SIGNIFICANCE TO DESIGN MANAGER

SIGNIFICANCE TO DESIGN MANAGEMENT

The study will also help me in my career as a Design Strategist and Manager. During the study, I will have the opportunity to practice my knowledge of design management methods which will reconfirm my skills and tools as a strategic, empathetic and critical thinker that I learned and developed. Lastly, this study will also enhance my understanding of the application of design management methods for a social and sustainable impactoriented project.

The study can validate design management as a viable and sustainable perspective for solving wicked problems. Applying design management methodologies add value as tools will reflect an empathetic viewpoint to the user when translating unmet needs to insights that would shape the solutions, and create new values for innovators and companies by driving them into the regenerative design.


02

PROJECT POSITIONING Following is the project positioning to understand market attitude towards lifestyle, consumption of household products and network analysis. I decided to look into competitor research and collaborator analysis to map opportunity the market

01

Opportunity Statement

02

Positioning

03

ZAG Steps

04

Value Proposition

05

Onliness Statement


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


OPPORTUNITY STATEMENT An opportunity exists to research within this project through the exploration of new approaches to innovation on the principle of the circular economy. By employing design thinking and management process to identify potential opportunities, a new model for temporary living is sought. This study can contribute to the application of design management to the problem in three ways / Act as a guideline for innovators in furniture and household products industry to create products that satisfy both needs of people’s temporary lifestyle and move towards a circular business model Help furniture and household products retailers and manufacturers to enable more sustainable choices and services for the customers Raise awareness of the sustainable consumption on the principle of circular economy

Bigger picture benefits / In a moment when our resource consumption is pushing us towards planetary boundaries, the opportunity to re-imagine how businesses, products, and services are designed, experienced and valued. The study can contribute to the world by providing both bridges and beacons—driving a new economic model that is regenerative by design - Inspire furniture and household products retailers and manufactures to create a system for consumers that helps them shifts from a linear economic model that is based on the taking, make and dispose of, to a circular system which is built on closed loops, results in complex, system-wide changes which will have far-reaching implications.


MARKET ANALYSIS Following competitor analysis will give an overview of companies, who are into retailing/manufacturing of furniture and household products and also organizations that are providing tools and methods to implement principles of a circular economy to the business. The diagram shows a list of competitors in the industries mentioned above. By analyzing competitors who provide temporary housing services (Nomad housing, Common,..) and furniture retailers/manufacturers (Ikea, Cort, Walmart...) will give me an idea of the existing market and opportunity in the industry. By analyzing, organizations like Ellen Macarthur and Cradle to Cradle will expose me to existing circular practices in the industry.

FERNISH

CRADLE TO CRADLE

COMMON. COM

NOMAD HOUSING

CORT.COM CIRCULAR APPROACH TOOLS

COMPETITORS

TEMPORARY LIVING

WAYFAIR

ELLEN MACARTHUR FOUNDATION

WALMART IKEA FACEBOOK MARKETPLACE

After mapping the competitors, I did a collaborator analysis of the competitors to understand their network and opportunities for collaboration.

TEMPORARY HOUSING SERVICES

HOUSEHOLD FURNITURE AND PRODUCT RETAILERS


COLLABORATOR ANALYSIS IKEA /

Objectives /

Members /

Lessons /

Ikea is a furniture company that designs and sells many kinds of ready to assemble furniture, home accessories and kitchen appliances. It is headquartered in the Netherlands. It is considered as the world’s largest furniture designer.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Offer a wide range of well-designed, functional home furnishing products at prices so low to the customers as possible will be able to afford them

Furniture and household goods Manufacturing & Industrial Retailer

Sustainable design approach in the furniture industry

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Create a better everyday life Low-price player Experience provider

Online presence Physical space Workspace Workshops

Create a better everyday life Circular business model Sustainability Customer engagement Workshops


COLLABORATOR ANALYSIS WALMART /

Objectives /

Members /

Lessons /

Walmart provides a wide range of products that are of best quality. Walmart, headquartered in San Francisco in the year 2000 is a controlled by Walmart stores, Inc. Walmart.com caters to many products across various categories Furniture is one such category that is provided by Walmart.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Operates as a mass merchandiser of consumer products

Retail Consumer goods and services Departmental stores E commerce

Creating efficient supply chain management and moving products from suppliers to buyers in a timely manner

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Product catalogue to customers on a self-service basis, Supplier and Sourcing Partners, Channel and Joint Venture Partners Accessibility and flexibility

Online presence Physical space Workspace

Multi-channel sales network Channel and Joint Venture Partners Forum for conducting workshops

Walmart furniture is designed across all the categories that will fit for a home. It includes bedroom furniture, office furniture, living room furniture, kitchen furniture, Small furniture, kid’s furniture and mattresses. The furniture provided by Walmart is fit to the requirement for an ideal home.


COLLABORATOR ANALYSIS FACEBOOK MARKETPLACE /

Objectives /

Members /

Lessons /

Facebook is a company providing an online social networking service. It allows its users to connect with friends and family as well as make new connections. Facebook marketplace was founded in2016. This activity started in Facebook Groups and has grown substantially. More than 450 million people visit buy and sell groups each month — from families in a local neighborhood to collectors around the world.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Connecting users to a open exchange platform where users can buy and sell new and pre-owned items to other users

Online Retailers Online Buyers

Collaborative environment Enabling buying and selling with your local community

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Inviting place to offload unwanted goods Let users buy and sell stuff to others in its network Optimized experience as a local marketplace

Online presence Workspace Workshops Events

Optimized experience as a local marketplace

To help people make more of these connections, Marketplace, a convenient destination to discover, buy and sell items with people in your community.


COLLABORATOR ANALYSIS WAYFAIR /

Objectives /

Members /

Lessons /

An American e-commerce company, Wayfair sells home stuff for various kinds of home requirements online. Wayfair focuses on décor items and home furnishings and they have more than10 million products that are spanned over 10,000 suppliers.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

E-commerce retailer that sells a variety of mid-range furnishings and home decor products through a family of brands, Reliable suppliers

Retail Consumer goods and services E-commoerce

Internet as an opportunity for manufacturers to drive additional revenue growth and reach a new and growing set of customers

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Ability to provide great customer service begins with our supplier’s commitment to ship orders quickly, package products with care, provide accurate in-stock status

Online presence Workspace Workshops Events

Online services Inclusive collaboration Strong dealer community

WayFair provides the website to the users which are managed in a user-friendly way. Its interface takes the users to wide categories of indoor and outdoor furniture. The interface provides the user with a search option for entering the product for a quicker search. Wayfair provides customer service in form of selecting and placing the order, tracking the orders, free shipping. It also provides return policy to the customers.


COLLABORATOR ANALYSIS FERNISH /

Objectives /

Members /

Lessons /

Fernish is a company that provides furniture rental services. It provides subscribers with the opportunity to choose home furnishings they want for however long they want them, for one monthly subscription price.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Millenial-focused furniture rental service to expand to new markets

Retail Consumer products & services Home improvement Rental services

Collaborative approach for quality furniture with manufacturers

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Subscription to users Furniture Quality Rental Services

Online presence Workplace

Product as a service Awareness of rental model Communicates the service as one of convenience


COLLABORATOR ANALYSIS CORT.COM /

Objectives /

Members /

Lessons /

CORT is a provider of residential and commercial rental furniture. Its offering includes home and office furniture, rental and clearance furniture, as well as relocation and destination services - founded in 1971.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Indispensable resource to people and companies who are looking to make a house a home, an office a great place to work, and an event a memorable celebration

Business Products & Services Furniture Rental

Everything is possible through service

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Subscribing to furniture rental Cost effective Convenient Hassle-free solution Personalized selection service

Online presence Workplace

Personalized selection service Awareness of subscription model


COLLABORATOR ANALYSIS COMMON.COM /

Objectives /

Members /

Lessons /

Common is a membership organization building social, flexible, community-centric accommodations for shared living. The Company partners with local organizations to create residential communities with monthly terms, large common spaces, and active community management.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Residential brand and operator that designs, leases, and manages multifamily properties to appeal to today’s renters

Residential Real Estate agents

Collaborative environment Multi-pronged approach combines design, ideation and enterprise

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Supplier of temporary apartments Unbiased Selection

Online presence Workplace

Shared Housing Community Awareness of shared living


COLLABORATOR ANALYSIS NOMAD.COM /

Objectives /

Members /

Lessons /

Nomad Temporary Housing combines the offerings of 74,000 of the highest quality temporary corporate apartments with the superior service of a single full service temporary housing company. To offer customer-centric housing options and and the best possible service in the industry.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Providing customers with unparalleled choice when selecting temporary housing accommodations, at competitive rates via proprietary bid system

Relocation Company Employer Services Real Estate & Construction Hotels

To serve the needs, wants and desires of our nomadic customers

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Supplier of temporary apartments Temporary housing services

Online presence Workplace

Nomad Certified Partners Nomad Community Services at rental request


COLLABORATOR ANALYSIS CRADLE TO CRADLE /

Objectives /

Members /

Lessons /

The Cradle to cradle is a sustainable business strategy that mimics the regenerative cycle of nature in which waste is reused. It is a set of design principles which was developed in the 1990s by Prof. Dr. Michael Braungart, William McDonough and EPEA Hamburg. It stands for innovation, quality and beneficial design.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Works closely with product manufacturers, suppliers, accredited assessors and other industry influencer and stakeholders to maximize the positive impacts of products and materials

Design Managers Sustainability Managers Sustainable development Consultants

Non-profit organization funded can run through program fees and through the support of foundations and sponsors

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Cradle to Cradle certification Policies Guidance documents Additional clarification

Online presence Workshops Events

Cradle to Cradle certification Sustainable products and services Recyclability of the product in the technical or biological cycle Awareness for circular economy and sustainable practices

Cradle to Cradle describes the safe and potentially infinite circulation of materials and nutrients in cycles. The Cradle to Cradle Products Innovation Institute is a global nonprofit dedicated to transforming the safety, health and sustainability of products through the Cradle to Cradle Certified Product Standard.


COLLABORATOR ANALYSIS ELLEN MACARTHUR FOUNDATION

Objectives /

Members /

Lessons /

The Ellen MacArthur Foundation was launched in 2010 to accelerate the transition to a circular economy. Since its creation the charity has emerged as a global thought leader, establishing the circular economy on the agenda of decision makers across business, government, and academia. With the support of its Core Philanthropic Partners SUN, MAVA, People’s Postcode Lottery, and The Eric and Wendy Schmidt Fund for Strategic Innovation and Knowledge Partners Arup, Dragon Rouge Ltd, IDEO, and SYSTEMIQ.

What is their network’s value?

What categories do they fall into?

What can they teach us for our network?

Works with business, government and academia to build a framework for an economy that is restorative and regenerative by design

Designers Innovators Sustainable development Consultants

Global Partners are pathfinders within their respective industries, exploring the potential of the circular economy as a source of value creation

Approach /

Channel /

Collaboration Opportunities /

How do they create value?

What is the entry point to their network?

Where do we overlap?

Develop tools and methods Policymakers Stakeholders reach their circular economy ambitions

Online presence Workshops

Interest in circular economy Connect with global partners Awareness for circular economy and sustainable practices


2X2 AXIS CHART

MORE PRICE

Data collected from secondary research and online surveys demonstrate the three elements most valued by the stakeholders - convenience (services they offer), cost and sustainability. Convenience and cost are very important parameters for customers when it comes to buying furniture and household products during their temporary living phase. Price and sustainability are necessary parameters for retailers and manufacturers to keep their business active today. I utilized 2x2 axis charts to analyze the market position and discover current opportunities in terms of the three important elements.

Less

Price

-

cost

-

More

Price

COMMON NOMAD HOUSING

CORT

FERNISH LESS CONVENIENT

MORE CONVENIENT

Less convenient - convenience - More Convenient Less sustainable - Sustainable - More sustainable WAYFAIR By charting the competitors and comparing the convenience and price, I discovered market vacancy and opportunity area.

IKEA FACEBOOK MARKETPLACE

Furniture and household products retailers/manufacturers

Temporary living Housing services

WALMART

LESS PRICE


2X2 AXIS CHART

MORE SUSTAINABLE

Data collected from secondary research and online surveys demonstrate the three elements most valued by the stakeholders - convenience (services they offer), cost and sustainability. Convenience and cost are very important parameters for customers when it comes to buying furniture and household products during their temporary living phase. Price and sustainability are necessary parameters for retailers and manufacturers to keep their business active today. I utilized 2x2 axis charts to analyze the market position and discover current opportunities in terms of the three important elements.

Less

Price

-

cost

-

More

Price

OPPORTUNITY

IKEA

FERNISH

LESS CONVENIENT

Less convenient - convenience - More Convenient Less sustainable - Sustainable - More sustainable In a separate analysis, I compared the competitors with the service and environmental friendliness to discover the market vacancy and opportunity areas. After charting both axes, I can see an opportunity to create a system that is more convenient and sustainable for consumers temporary needs at a less price.

Furniture and household products retailers/manufacturers

Temporary living Housing services

WAYFAIR

NOMAD HOUSING

MORE CONVENIENT COMMON

WALMART FACEBOOK MARKETPLACE

CORT

LESS SUSTAINABLE


ZAG STEPS The 17-step process is number on strategy of high performance brands, by Marty Neumeier. In this process, I was challenged to evaluate the brand on the business models that are deviating from the norm to create “Zag”. I used first 6 steps of zag to define the brand.

01 /

02 /

03 /

WHO ARE YOU?

WHAT DO YOU DO?

WHAT IS YOUR VISION?

A strategic approach for applying concepts of circular economic methods in the furniture retailing industry

Provide a framework that encourages furniture and household products retailers/ manufactures to function in a way that satisfies both needs of people’s temporary lifestyle and move towards a circular business model

The design thinking approach that underpins a new model enabling companies to explore new ways to create sustainable, resilient, long-lasting value in the circular economy – giving them the creative vision to redesign the world

04 /

05 /

06 /

WHAT WAVE ARE YOU RIDING?

WHO SHARES THE BRAND SPACE?

WHAT MAKES YOU THE “ONLY”?

Existing furniture and product retailers/ manufactures who realize the problem and are willing to act on it and organization who have innovation methods, process and tools on circular economy shares the brand space

The only collaborative system around consumers and retailers offering a product-servicesystems that fulfills needs of consumers and reflect sustainable consumption and move towards circular business model

The need towards designing a new model that will impact on how we use our planet’s resources and consumption reflecting the temporary lifestyle, flexibility, changing ownership values and circular business model


VALUE PROPOSITION

For innovators in the furniture and household products industry who are seeking ways to collaborate with consumers to create a circular disruptive system to provide resources as per consumers need and demand

We do this by observing and analyzing the needs of consumer’s temporary lifestyle and resource consumption to design a new system enabling

furniture and household products industry to function in a way that satisfies both needs of people’s temporary lifestyle and move towards a circular business model

Unlike other companies and organizations that provide furniture and household products to the consumers which aren’t convenient and sustainable

based on consumers’ temporary lifestyle. Our approach is based on research that reveals the home and furniture ownership is out of the picture for many millennials, making renting a necessity rather than a choice. This suggests opportunities for how we might change our perceptions of existing furniture retailers business models—so that we design a system based on the need —by integrating design thinking that enables an easy process to circulate recourses when not needing it anymore, responsibly and sustainably


ONLINESS STATEMENT

WHAT

A strategic circular approach

HOW

That creates and provides a new system for furniture and household products industry to function in a way that satisfies both needs of people’s temporary lifestyle and move towards a circular business model

WHO

for furniture and household products retailers/manufacturers

WHERE WHY WHEN

Global To raise individual’s consciousness and awareness of the sustainable consumption on the principle of circular economy In the near future, when consumers, retailers and manufactures need to collaborate more with each other to foster innovation for the sustainable future


03

RESEARCH SYNTHESIS Following shows the research synthesis to understand the attitude towards temporary lifestyle, and consumption of household products for creating new approaches to lifestyle and living innovation, particularly for people with liquid lives. The research synthesis covers the following showing sections.

01 Research Space

07 Journey Map

02 Research Question

08 Empathy maps

03 Research Methodology

09 Personas

04 Research Activities

10 Research Insights

05 Data Collection Methods

11 COVID-19 insights

06 Research Synthesis

12 Research at glance


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


RESEARCH SPACE Earley, R. (2017) Expert view: Design for many lives with Rebecca Earley McLaren, D., Agyeman, J. (2015). Sharing Cities

Ellen MacArthur Foundation, IDEO . (2016) The circular design guide Burgoyne, P. (2017) What if Amazon did housing?

RETHINK TEMPORARY LIVING

TEMPORARY LIVING CONDITIONS

LIQUID LIVES

Bauman, Z. (2006) Liquid Times: Living in an Age of Uncertainty Bauman, Z. (2000) Liquid modernity

02

Brown, T. (2019). Design Thinking Defined Kumar, V. (2013;2012;). 101 Design Methods Lockwood, T. (2010). Design Thinking

DESIGN MANAGEMENT

01

03

LIVING DESIGN CONDITIONS MANAGEMENT

DePaulo (2015). How We Live Now Rau, T. (2015) The End of Ownership World Economic Forum a (2018). Can we build a shared future? Collinson, P. (2017) The other generation rent: meet the people flatsharing in their 40s, The Guardian.

04

Trentmann, F. (2017) Empire of Things: How We Became a World of Consumers Stahel, W. (2012) The business angle of a circular economy IDEO (2017). Smart things that will save the world. Arup (2011). Smart Cities Transforming the 21st century city via the creative use of technology.

SUSTAINABLE CONSUMPTION

ARUP (2019) Making affordable housing schemes more viable CEC Expert (2016) Circular Economy & The Demand for “New Stuff”

SUSTAINABLE METHODS

Strategic framework for better temporary living experience reflecting sustainable consumption and circular business model


RESEARCH QUESTION

01

How might we define design management methods? a / How might we describe design management? b / How might we understand and implement design management methods? c / What are the results of applying design management methods to this project?

02

How might we define temporary living experience? a / How might we describe temporary living experience? b / How might we understand changing ownership values and lifestyle? c / How might we understand results of temporary living experience?

How might we use design management methods to create a better living experience which suits the need of people’s liquid lives and adaptation to sustainable? consumption?

03

How might we define liquid lives? a / How might we describe liquid lives? b / How might we understand user behavior towards liquid lives? c / How might we understand effects of liquid lives on the way of living?

04

How might we define sustainable consumption? a / How might we describe sustainable consumption? b / How might we understand user behavior towards furniture/product consumption? c / How might we promote flexible and effective way of consumption?


METHODOLOGY

IN-DEPTH INTERVIEWS

16

Virtual interviews via phone, Skype, zoom was conducted to obtain qualitative insights from consumers, furniture retailers and real estate agents. Consent form was unitized to obtain permission for conducting the interview and record it.

CONSUMERS /USERS

The following methods will be used in order to meet the objective -

ONLINE SURVEY

4 FURNITURE RETAILERS INDUSTRY

KEY FACTS

REAL ESTATE AGENCIES

The online survey was developed for consumers to get valuable insights on the topic. The online survey is designed into categories to understand the temporary living, consumption during temporary living and sustainable consumption.

CONSUMERS /USERS

FURNITURE RETAILERS

POPULAR MEDIA SCAN

IN-DEPTH INTERVIEWS

3

SECONDARY RESEARCH

REAL ESTATE AGENCIES

PRIMARY RESEARCH

46 CONSUMERS /USERS

ONLINE SURVEY

69

Number of Interviews User group Research Method


DATA COLLECTION Research data was collected by note-taking, video recording, and audio recording. All data was compiled on a working wall throughout the research process in the forms of print-outs, photos and post-it notes. When the research was completed, the researcher affinitized the data to look for patterns and relationships of all elements. The data for each group was collected in following format

USER GROUP ONE / CONSUMERS

USER GROUP TWO / FURNITURE RETAILERS

USER GROUP THREE / REAL ESTATE INDUSTRY

Online Survey / An online survey was conducted from April 08, 2020 - April 18, 2020 using Google Forms

Interviews / Zoom and phone calls interviews were conducted with furniture and household product retailers from April 08, 2014 - April 16, 2020 in Savannah, GA

Interviews / Phone calls interviews were conducted with private landlords and real estate agents from April 08, 2014 April 16, 2020 in Savannah, GA

Interviews / Zoom and phone calls interviews were conducted consumers from April 08, 2014 - April 14, 2020 in Savannah, GA Published articles and papers / Refereed to published paper and articles on sustainable consumption, liquid lives, and temporary lifestyle

Published articles and papers / Refereed to published paper and articles on trends on sustainability, circular economy and furniture retailing Podcast / Closing the Loop with a Circular Economy


SECONDARY DATA

BY

2030 prediction made at the 2017 World Economic Forum was that by 2030 individuals would no longer own anything

To understand better the area of work I run a popular media scan research regarding temporary lifestyle, sustainable consumption and circular economy, before moving into primary research

1

TRILLION USD World Economic Forum puts the potential worldwide economic benefit of the circular economy at one trillion USD annually

BRANDS ONLY

6%

of Americans respond to share their furniture and household products

35.5

MILLION

move each year, refurbishing their house due to change of work or education

15

MILLION tonnes of furniture gets either incinerated or landfilled annually

are responding to continuing rise of collaborative consumption by designing products that appeal to multiple temporary users rather than to a single owner

RE-USE

REACHED PEAK “If we look on a global basis, in the west we have probably hit peak stuff. We talk about peak oil. I’d say we’ve hit peak red meat, peak sugar, peak stuff … peak home furnishings” Steve Howard, Sustainability Director, IKEA, 2016 at a ‘The Guardian’ debate (Farrell, 2016)

Actual, recycling should be the last method to follow in the waste hierarchy of Reduce, Reuse, Recycle (Recycling Guide, 2017)


SURVEY OVERVIEW The purpose of this survey was to understand consumers, attitudes, needs with the temporary living, consumption during temporary living and sustainable consumption. The survey was open to members of every target audience group. There were total of 46 people who took this.


SURVEY RESULTS


SURVEY RESULTS


SURVEY RESULTS

60% BOUGHT

Survey results gave me an overview to understand consumers, attitudes, needs with the temporary living, consumption during temporary living and sustainable consumption

responded has bought most of their furniture and household products when they moved

76% FACEBOOK MARKETPLACE Most of the respondents have preferred platform to look for house is online marketplace with remaining using Zillow

70%

STRUGGLE

70%

94% RENTED HOUSE Most of the respondents have rented house out of which 40% have changed their house thrice in last few years

SUSTAINABLE Most of the respondents place on the environmental impact of furniture and household products they buy

responded struggle while reselling their furniture and household products

WALMART Most of the respondents have preferred platform to look for furniture is Walmart followed by market place, Ikea and Wayfair

64%

65%

STUDENTS responded were students who took the survey out of which 94% live in rented house

74%

88% FURNISHED HOUSE Most of the respondents have preferred furnished house

OWNERSHIP responded that furniture ownership is not that important to them


INTERVIEW OVERVIEW Zoom and phone calls interviews were scheduled and conducted with consumers (users), furniture and household product retailers (sustainability consultants, supply chain manager) , real estate agents and private landlords from April 08, 2014 - April 16, 2020 in Savannah, GA. In total 24 in-depth interviews were conducted on phone call and video call


INTERVIEW ATTENDEES USER GROUP ONE / CONSUMERS

USER GROUP TWO / FURNITURE RETAILERS

USER GROUP THREE / REAL ESTATE INDUSTRY

12 Attendees / Savannah, GA Recorded Call Interview / Zoom Interview Students

Mehta / Boston, MA Business intelligence / Zoom Interview Wayfair

Bagget / Savannah, GA Real estate agent / Call Interview Longleaf partners

4 Attendees / GA, MA, WA Recorded Call Interview / Zoom Interview Working Professionals

Zhu / Savannah, GA UX Researcher Intern / Zoom Interview Walmart

Downing / Savannah, GA Private Landlord / Call Interview Private Property

Shah / Boston, MA Supply Chain Manager / Call Interview Amazon

Elwood / Savannah, GA Licensed Realtor / Call Interview Private Property

Jones / Atlanta ,GA National responsibility for building awareness & sharing strategy Call Interview CORT Mayank Yadav / Bay Area, CA Product manager Facebook Marketplace / Call Interview (TBD) Facebook


INTERVIEW QUOTES CONSUMERS /

“(.......worry if it will be sold)”

“(...To get sell the product with a price that is not too low from the original one)” “(....hassle a lot with buying furniture while changing homes)”

Do you struggle with furnishing your house when you move to a new place? Why? What difficulties? Would you consider furniture and household product as a service? Why and why not?

“(....Yes, I would want a easy way to buy and return without throwing the item”

“(I would resell my items if the store where I bought offered a convenient buyback program)”

“(....I would prefer if my house came furnished)”

“(....Sometimes I throw my furniture away if I don’t find a buyer)” “(.....I never thought about renting it directly from the retailer”)

“(....I feel I waste lot of money in buying furniture for short span of time)”


INTERVIEW QUOTES

“(.....you need like specialized logistics where it’s like a small furniture, big furniture, everything has to be handled differently. So that’s fair. It’s going to be complicated)”

RETAILERS / According to you what are customer’s major concerns while buying furniture and household products?

“(...we do not have a formal program for rental furniture)”

What sustainable approach does your company is currently doing? What are your views your product as a service?

“(....Ikea furniture rental is definitely a good model but its not a proven model yet”)

“(...millenials look for more options, cheaper rates)”

“(...we as retailers must orient ourselves around the customers’ fast-changing preferences)”

“(....price and quality of the product is normally the criteria)”

“(...Normally, companies sustainable department is mainly focused on making sure everybody is following the regulation, very basic)”


INTERVIEW QUOTES

“(..I feel tenants struggle a lot with furniture moving in and moving out)”

LANDLORDS / What are the major problems tenants face when people move in and out? Have you considered offering furnished houses to the tenants? Why and why not?

“(...can collaborate with furniture rentals to be more sustainable)”

“(....I see other landlords make more money if they give furnished housing”

“(.....many tenants have to pay penalty for leaving the furniture behind in the house after the lease)”

“(.....sometimes struggle to cover the mortgage of the house )” “(.......have to help tenants to connect to new tenants to resell their furniture)”


RESEARCH SYNTHESIS An affinity map was created with quotations from the interviews to look for patterns and gain deeper insights of the target audiences. The research created various visual models, including best quotes cloud, an affinity map, empathy maps, personas, and a journey map, which served to organize and re-structure the research data


JOURNEY MAP

PAIN POINTS

EMOTIONS

TOUCH POINTS

CUSTOMER GOALS

SCENARIO DETAILS

ACTIONS

PRE - PURCHASE

TRIGGER /NEED

DECIDE

PURCHASE

GO TO SHOP

Moving to a new flat and city

SEARCH / DISCOVER

USE

COMPARE / DECIDE

CHOOSE / BUY

GO HOME

UNPACK

ASSEMBLE

AFTER USE

USE

MOVE AGAIN

DECIDE

Go to familiar shows, marketplace because they don’t want to rely on others

Measure expectations on what they are used to have at home

Unknown city

Do not have many social contacts because they are new in the city and do not know other ways of consumption

See the use of it only for temporary period of time

Need to buy furniture and household products for their flat with a short usage in mind

Wants to buy cheap because they do not want to invest in things for temporary time

Using and storing the product on their own room to secure quick and comfortable access

Try to sell and get some money back

It should be easy and quick

If they spend money, new is better rather than old and access is quick and easy

Flat-share Mobile Internet

Apps, Website, Google maps Local area Shops Less money

Flat share Private room Tools

Flat share Waste containers Luggage Moving boxes

Most of the flats are unfurnished or partially furnished

Disappointed Annoyed

Inpatient

In hurry

Known

Frustrated that they have to spend money for their short stay in flat share Have to buy even if they need it only for sometime

Do not have much storage space or want to carry/ transport stuff around

Want to get rid of it easy and quick

Burden

Convenient

Habit Bad quality

Fast

Moving into another flat in the same or other city

Cheap

On-demand Time consuming

Impulsive purchase decisions Short term thinking Only initial cheap costs were in focus

DISPOSE / RESELL / GIVE

Happy Unusual

Not satisfied

Surprised

Products does not satisfy the users because of the cheap price and bad quality

In their mind they have already ended their relation with the product

Do not want to share the purchased furniture and household items because they have spend their own money on it

Want to get rid of it easy and quick See no personal harm in disposing

Annoyed


RESEARCH SYNTHESIS

1 REAL ESTATE AGENTS

The following diagram shows how the research collection is divided into user groups and based on that the development of empathy maps and personas

LANDLORD

03

NEW BUYERS

3 SECOND HAND BUYERS

2

CONSUMERS/ USERS

RESELLERS

01

EMPATHY MAPS & PERSONAS

02

FURNITURE RETAILING INDUSTRY

SUSTAINABILITY CONSULTANT

SUPPLY CHAIN MANAGER

6 01

Number of maps User group Defined user


EMPATHY MAPS

I hassle a lot with buying furniture while changing homes I want easy moving in moving out process with furniture

Someone who is buying new furniture and household product from retailers or e-commerce

I feel I waste lot of money in buying furniture for short span of time

WHO I hear renting can be convenient as we don’t have to buy them and take them wherever we go

FEEL

01 HEAR

CONSUMER NEW BUYERS

SAY I want refrain from the hassle of buying and selling - just like a leasing car I want flexibility on buying and returning I don’t want to worry about the furniture if I need to move out of the place

I see student discount on furniture ans household products during start and end of quarter

I would prefer if my house came furnished

SEE

I see my friends struggling with furniture transportation when they buy furniture

DO Sometimes spend too much time comparing and finding the right item

Need to rent big vehicle to transport furniture

I see people don’t rent because they are worried about damaging the furniture

My roommate is always stressed about how we will split up furniture when we move out

I don’t look for expensive furniture as I just need for sometime

PAINS

GAINS

The frustration of spending time and money on furniture for a temporary stay in the flatshare

If I can rent my furniture, I can save money and furniture

Roommates with partial ownership

A way for the consumers to get furniture and re-sell it and create a circular model

No awareness of the rental furniture model


LISA SMITH THE THOUGHTFUL

ABOUT Lisa is an aspiring journalist from New York. She likes her job that he has to travel around a lot to record stories. Next month she will move to LA to cover a story. She likes to not be bound to any specific place and is open to new experiences. She cares about the environment when she has the choice and it has a positive impact on her life. Though she is frustrated with furnishing her house every time she moves to a new place Age Profession Income Hometown

29 Years Journalist Intern 15-30K annually Seattle, WA

PREFERRED BRANDS ANN TAYLOR Google IKEA Wayfair

GOALS

FRUSTRATIONS

Promotion and improved life quality

Settling in temporary and fast-changing living conditions

Effort and money to be reduced to minimum in settling in and furnishing the flat

High cost of living in Los Angles and limited time to move and settle in Most of flats she found were not furnished or with damaged furniture leftovers from other tenants

MOTIVATIONS

LIFESTYLE

“I move at least once a year and I every time I move to a new apartment, I don’t want to pay much for the furniture”

Flexibility

Eco-friendly

Comfort

Collaboration

Affordability Convenience Quality Thoughtful


EMPATHY MAPS

I hassle a lot with buying furniture on marketplace I want easy way to find cheap furniture for short span

Someone who is buying secondhand furniture and household product from online market place or friends

I feel I waste lot of time on marketplace finding the right furniture for my place

WHO

HEAR

CONSUMER SECOND HAND BUYER

SAY I want flexibility on buying and returning online

I don’t feel safe to go and bring the item from seller place

FEEL

01

I hear there are scam sometimes on online marketplace

I hear renting can be convenient as we don’t have to buy them and take them wherever we go

Sometime furniture and household product doesn’t look same as the image upload online

I would prefer if my house came furnished

SEE

I see my friend feel awkward during barging for the furniture

DO

I see seller keep changing price of the product online

I often buy a lot from Facebook marketplace, where it’s easy to get access to everything in one place, it’s really difficult to trust with whether I’ll be able to see it back

Sometimes I throw my furniture away to save some space

Need to rent big vehicle to transport furniture

I avoid buying furniture from retailers as they are expensive and I do not need for long time

PAINS

GAINS

Find the right furniture cheap and quick

Willing to buy second-hand furniture from retailers to avoid moving in process

Transportation of big furniture from seller place

Value more access to it instead of ownership or a particular relationship with the product

No awareness of the rental furniture model


SAM BANNET THE CONVENIENT

ABOUT Sam is an art student. He recently got accepted at the Academy of Art University for his grad school. Last week he moved to San Francisco. He knows the cost of living in the west is high thus needs to get ready and plan things well. He found an apartment through Zillow and he is going to share the flat with 2 other boys. The flat is not furnished so he is planning to but second-hand furniture from marketplace to save some money Age Profession Income Hometown

25 Years Student No income Arlington, OH

PREFERRED BRANDS Ross Apple Facebook Marketplace Walmart

GOALS

FRUSTRATIONS

Need to buy products for the house with a short usage in mind and temporary period

Rooted in uncertainty, I cannot plan in long terms of how long I would need the furniture

Spend minimum time and money in the process of furnishing the house

Do not want to share the purchased item within the flat, because he will spend his own money on it. He is afraid that others will damage the item

LIFESTYLE

MOTIVATIONS

“I don’t want to share my furniture

Flexibility

Eco-friendly

and household items with

Comfort

Collaboration

roommates but I don’t want to

Affordability

spend much on it either”

Convenience Quality Thoughtful


EMPATHY MAPS

I hassle a lot with reselling the furniture while changing homes I feel worry if it will be sold

Someone who is selling the furniture and household product on online marketplace or to friends

I fear possibility of people not buying them because its used

WHO

FEEL

01

Buyers asking for after sale service and transportation

CONSUMER

HEAR

SELLERS

I hear buyers don’t feel safe to come to house to see the item

SAY I would like a easy way to buy and return without throwing the item

I do not want to put too much time in reselling

I see lot of furniture and household items thrown near dumpster when moving houses

People are not willing to pay the price and value while I resell the furniture

DO

SEE

I see many people have to sell the furniture again at low price

I see time wasted when buyers when people ask to physically see it and decide to leave it I use online marketplace to sell

Sometimes I throw my furniture away if I don’t find a buyer I would resell my items if the store where I bought them offered a convenient buyback program

I Spend too much time finding people and transportation of the furniture

PAINS

GAINS

Uncertainty on reselling the used furniture

Prompt to resell furniture to the retailer

Loss of money and resources as result of temporary lifestyle

Looking for ways to sell the furniture to avoid throwing in the end

No awareness of rental furniture services or programs

I see buyers don’t reply from the online market place in time


WANG WEI THE CONVENIENT

ABOUT Wang moved from China to Savannah for his studies. Therefore he has to deal with a small budget. He lives in a really small room in a flatshare, where he doesn’t have the comfort as he had back home. He bought cheap, second-hand furniture from his friends when he moved in as he was uncertain about where he will go next. Wang recently got an internship in Boston and is excited to move from Savannah Age Profession Income Hometown

24 Years Student No income China

FRUSTRATIONS

Need to find a buyer for furniture and household products before moving out of the house

Reselling furniture at a very lost cost to find a buyer

in the time I have to move out”

Loss of money and resources as a result of temporary lifestyle

MOTIVATIONS

LIFESTYLE

my furniture if I don’t find a buyer

Vans Google Facebook Marketplace Walmart

GOALS

Move to Boston, settle in and get ready for the internship

“I will have to throw away

PREFERRED BRANDS

Flexibility

Eco-friendly

Comfort

Collaboration

Affordability Convenience Quality Thoughtful


EMPATHY MAPS

We must orient ourselves around the customers fast-changing preferences Someone who is into furniture and household products relating, sustainability and supply chain sector industry

Every industry will need to move towards sustainable circular model

WHO

Normally, companies sustainable department is mainly focused on making sure everybody is following the regulation, very basic

FEEL

02 HEAR

FURNITURE RETAILING

IKEA furniture rental is definitely a good model but its not a proven model yet

SAY

We are retailers, I don’t know how would rental model work for us

Consumers lack awareness of some existing rental models

We do not have a formal program for rental furniture

SEE

Millennial look for more options and cheaper rates

Target audience are millennial entering workforce type of population

Consumers need flexibility with how and what they buy

DO

Price and quality of the product is normally the criteria

We are retailers, we work as intermediate between consumers and dealers We focus more on sustainable materials and biological cycle while preparation of furniture

PAINS

GAINS

The rental model is difficult to manage between both distributors and customers

There is potential to add value in the product as a service model

No awareness of the technical cycle of circular economy in the furniture industry

Circular economy could lead to new ways of customers owning products It also wants to be a circular business, assuming that being a circular business can support its sustainability goals


LINDA SCOTT THE RESPONSIVE

ABOUT Linda is a dedicated eco-warrior and wants to be recognized as a sustainability leader. She is a consultant and wants to make sure the business production model us focused on sustainability. Her motto is people, planet and profit. Linda has closely worked with Ellen MacArthur foundation and encouraging of circular sustainable models

Age Profession Income Hometown

34 Years Sustainability consultant (furniture industry) 60-80K annually Boston, MA

Whole foods Clean up Google Ellen MacArthur Foundation Cradle to Cradle

GOALS

FRUSTRATIONS

Decrease waste furniture sent to landfill

Most companies focus only on the biological cycle of sustainability

Driving eco-friendly and circular principles within the furniture retailing sector Enabling product end of life extension

No awareness of the technical cycle of circular the economy in the furniture industry

MOTIVATIONS

LIFESTYLE

“ Eventually all industries will need

PREFERRED BRANDS

Flexibility

Eco-friendly

Technology

Collaboration

to move towards sustainable

Affordability

circular model �

Convenience Quality Thoughtful


PAUL STONE THE FUTURISTIC

ABOUT Paul is a supply chain Manager of furniture retail company. He is responsible for overseeing and managing home division and overall supply chain and logistics strategy and operations to maximize the process efficiency and productivity. Besides, he plays a crucial role in developing and maintaining good relationships with vendors and distributors. He is concerned with increasing climate change and sustainable model Age Profession Income Hometown

“ We must orient ourselves around the customers fast-changing preferences �

29 Years Home division supply chain manager 50-70K annually Seattle, WA

PREFERRED BRANDS Apple Uber Airbnb IKEA

GOALS

FRUSTRATIONS

Respond to consumers temporary and fast-changing living conditions

To keep up with consumers changing values and lifestyles

To improve consumer lifestyle

Control quality of furniture and household products

Help consumers move towards a sustainable lifestyle model

Manage both distributors and customers

LIFESTYLE

MOTIVATIONS Flexibility

Eco-friendly

Technology

Collaboration

Affordability Convenience Quality Thoughtful


EMPATHY MAPS

I don’t know if the tenant would like the new design/style or not if I provide furnish house Someone who is real estate agent or a private landlord

I hear other landlords complaining about furniture as maintenance is needed

I here furnishing is one of the first things that anyone looks for once they have found a house I here other landlords struggling to

cover the mortgage of the house

I feel tenants struggle a lot with furniture moving in and moving out

WHO

FEEL

03 HEAR

PRIVATE LANDLORDS

SAY Tenants normally ask helps for moving the furniture in and out

Its important to me to be able to differentiate myself from other agents

I see many tenants have to pay penalty for leaving the furniture behind in the house after the lease

SEE

I see other landlords refurnish the house flooring with sustainable wood board I see other landlords make more money if they give furnished housing

DO I always have to help tenants to connect to new tenants to resell their furniture Looking for cheapest way to furnish the house which tenants would like

PAINS

GAINS

Struggling to cover the mortgage of the house

Willing to collaborate with furniture retailers to be more sustainable

Find tenants for the house

Feels important to engage with tenants

Furnish the house easy and cheap


MIKE TYLER THE LOCAL

ABOUT Mike is a private landlord who is struggling to cover the mortgage of the house. His friend told him that he could rent out the furnished house to tenants who have just moved to the city so that he could meet the tenants’ needs while increasing the rents. Tim thinks its a good idea but does not have the budget and time to find furniture and household products

Age Profession Income Hometown

39 Years Real estate broker 30-40K annually San Jose, CA

to meet the demands and needs of different tenants”

Apple Airbnb Zillow Facebook Marketplace

GOALS

FRUSTRATIONS

Increase the rent to cover monthly mortgage

Need to keep up changing needs of younger generation all the time

Finding tenants to rent the house in competitive rental market

“I need my house to be furnished

PREFERRED BRANDS

Different needs to tenants

More affordable way to furnish the house

Vacancy rates

LIFESTYLE

MOTIVATIONS Flexibility

Eco-friendly

Technology

Collaboration

Affordability Convenience Quality Thoughtful


INSIGHTS SORTING After synthesizing, I manually sorted insights from research in clusters to find customers and hierarchies. The main seven clusters were the result of synthesis - Inefficient, inconvenient, expensive, dis-ownership, flexibility, awareness, and sustainable. he cluster was made when the insights were similar in terms of meaning.


INSIGHTS SORTING

“(...I don’t want to spend do much money for short time)”

“(...I find marketplace to be the cheapest option out of all)”

(...“I will have to throw away my furniture if I don’t find a buyer in the time I have to move out”)

“(...To get sell the product with a price that is not too low from the original one)” “(....hassle a lot with buying furniture while changing homes)”

“(....I avoid buying furniture from retailers as they are expensive and I do not need for long time)”

“(...consumes to much time to find right people to sell my item)”

EXPENSIVE

INEFFICIENT

(....I would prefer if my house came furnished)” “(...millenials look for more options, cheaper rates)”

(DEMAND)

FLEXIBILITY “(I would resell my items if the store where I bought offered a convenient buyback program)” “(....Yes, I would want a easy way to buy and return without throwing the item”

“(...I don’t feel I really need to own the item for short time)”

DISOWNERSHIP

INCONVENIENT

“(....I feel I waste lot of money in buying furniture for short span of time)”

“(....Sometimes I throw my furniture away if I don’t find a buyer)”

“(...I would rather prefer to rent it for sometime)”

“(.......worry if it will be sold)”

“(...I don’t know where to rent furniture and other home items from”

(SEEK)

AWARENESS “(...I don’t know where to find reliable rental place)”

“(.....I never thought about renting it directly from the retailer”) “(...renting can refrain from the hassle of buying and selling. Just like a leased car)”

“(...furniture ownership in share flat is not very important to me)”

“(...I know, but I don’t have an option)”

(UNABLE)

(....I don’t see a alternative)”

SUSTAINABLE “(...Everyone does the same)”

“(....Sometimes I throw my furniture away if I don’t find a buyer)”

“(...I do not want to throw away my items)”


KEY INSIGHTS After synthesizing, I manually sorted insights from research in clusters to find customers and hierarchies. The cluster was made when the insights were similar in terms of meaning

INEFFICIENT The result of the linear consumption leads users to buy with a momentary mindset. The process of buying and selling furniture for a temporary period enables wastage of resources - which is inefficient Furniture which is only needed for a short period, end up in the dumpster, even if they are still in good conditions. The end of the product life is often not caused by the degradation of material but changes in living conditions of people.

INCONVENIENT

EXPENSIVE

The existing system of buying and reselling furniture for temporary time is not convenient and easy for the users

Temporary and fast-changing living conditions of users causes to opt for low-cost furniture and household product

Most of the furniture was bought on the Facebook marketplace because of the existing availability and low cost. However, the process of access the item through the platform is not easy and convenient. Other users bought from retailers, though they were able to find the item easily, transportation of the furniture is not very convenient for them.

Users do not want to invest a lot in furniture where they know that they will only use a certain period. However, the users find existing system expensive. Users buy cheap, with a giveaway mindset, in case they do not find a buyer. Not being able to resell the furniture makes users lose a lot of money in the process.

DISOWNERSHIP The end of a product’s life is often not caused by disfunction but changes in the living conditions of people. Related to low budgets and high living costs, a majority of users live in rented flats, which is seen as temporary and common Most of the users see no necessity to express their individuality with the furniture in their certain life situations - they value more access to it instead of that it reflects their personality or a particular relationship with the product.


KEY INSIGHTS After synthesizing, I manually sorted insights from research in clusters to find customers and hierarchies. The cluster was made when the insights were similar in terms of meaning

FLEXIBILITY Uncertain and fast-changing living conditions of the users causes needs to purchase furniture frequently for their temporary homes (room in a shared house). Flexibility is one of the factors they desire the most. Furniture ownership is not flexible when it comes to moving to a new house. Users wants flexibility, which best fits their plans. Rooted in uncertainty, users cannot plan in long terms. Temporary living conditions raise demand for more flexibility and rapid turnover in terms of consumption and ownership.

AWARENESS Most of the consumers lack awareness of rental housing, existing furniture rental services, circular product models and means to engage in circular behaviors Lack of awareness leads users to choose to live in a shared rented flat and buy second hand - low-quality furniture on which they eventually end up spending a lot of money and wasting resources in their temporary living conditions.

SUSTAINABLE The gap between intentions and actions lead to unsustainable consumption behavior. The majority of the users are environmentally conscious about their actions. However, often actions do not follow their intentions caused, by time, place, emotions and budget Sustainability alone cannot lead to a behavior change because it lacks a short term and direct impact on individual life. Typical reactions were “I know, but I don’t have an option” or “Everyone does the same”.


COVID-19 INSIGHTS COVID-19 has forever changed the experience of being a customer, employees, citizen, human. Along with researching the problem statement, I asked users to share their views in context to COVID-19 and gathered insights

RECOURSES While it may seem both fanciful and insolent, COVID-19 is an opportunity to reduce over the longer term the prevalence of lifestyles premised on large volumes of energy and material throughput.

SAFETY

PARTNERSHIP

CONSUMPTION

Users will be more concerned and spend more time on decision making for buying furniture and household items. Users would want to know previous users of the furniture and household products. The mindset of buying second-hand cheap furniture might change due to the break of virus.

The number of private-public partnerships has grown exponentially. This is the effect of a clear need to identify rapid solutions and provide much-needed resources. New partnerships show an opportunity and hope will become embedded to enable a more engaged and collaborative global society.

The crisis has made many retailers and manufacturers rethink their current supply chains. Both upstream and downstream. Circular economy principles can enable the reuse of discarded items and materials. Equally, they can help enable supply chain traceability and waste management practices.


RESEARCH FINDING AT GLANCE The visual map shows the key findings and insights from the synthesis of research data. The research findings can be roughly categorized into three key factors - mindset, motive, and need These factors are important to the design process in creating an innovative strategic framework for better temporary living experience reflecting sustainable consumption.

MOTIVE FLEXIBILITY

SUSTAINABLE

AWARENESS

MINDSET

DISOWNERSHIP

INEFFICIENT

RESEARCH AT GLANCE

NEED

EXPENSIVE

INCONVENIENT


04

DESIGN OPPORTUNITIES Following is the design opportunities based on the research synthesis to create solutions for temporary lifestyle, and consumption of household products for creating new approaches to lifestyle and living innovation, particularly for people with liquid lives.

01 Opportunities for Design Matrix 02 Design Criteria 03 Design Opportunities 04 Diverse Concepts 05 PMI Analysis


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


OPPORTUNITIES FOR DESIGN MATRIX

MOTIVE

NEED

INSIGHTS

INEFFICIENT

Furniture and household products only needed for a short period end up in the dumpster, even if they are still in good conditions

INCONVENIENT

The existing system of buying and reselling furniture for temporary time is not convenient and easy for the users

OPPORTUNITY

What if there is a system where retailers can help customer when furniture come to the end of their use?

There is an opportunity to create a resource sharing platform/ program for consumers and retailers to exchange products to be more efficient

What if products that are designed for on demand use? How might we provide comfortable and easy access to these products?

There is an opportunity to create a channel that enables easy and comfortable access of products to consumers

What if the system that saves users money in a long term even if the initial costs are higher? How might we communicate this value to the consumers?

There is an opportunity to create a affordable furniture circular model

EXPENSIVE

Users do not want to invest a lot in furniture where they know that they will only use a certain period

FLEXIBILITY

Temporary living conditions raise demand for more flexibility and rapid turnover in terms of consumption and ownership

What if we provide products which enables a more flexible and efficient way of consumption?

There is an opportunity to flexible and efficient way of consumption on products on the principle of circular economy

SUSTAINABLE

The gap between users intentions and actions lead to unsustainable consumption behavior

What if we guide, support and enable more sustainable choices for consumers?

There is an opportunity to create more sustainable choices/ programs for the consumers that responds to their temporary lifestyle

Users see no necessity to express their individuality with the furniture in their certain life situations, thus they don’t want to own it

What if we enable products to be part of a system where consumers do not have to care about maintenance or disposal? How might we retain control and ensure access?

There is an opportunity to create a system when consumers can own the product without worrying about maintenance

Users lack awareness of existing rental housing services, circular product models and means to engage in circular behaviors

What if we promote awareness for existing rental service models in the market to the consumers?

There is an opportunity to collaborate with other stakeholders to enable and promote awareness of existing circular models

DIS-OWNERSHIP MINDSET

“WHAT IF” STATEMENTS

AWARENESS


DESIGN CRITERIA The research, findings, and insights were formed into three categories: mindset, motive, and need. These three elements became the key factors in the design criteria that need to be addressed while design development. The design should help to create a more flexible way of living which means that it should respect and encourage the lifestyle of millennials who are temporarily living in the United States. It also should be adding value at the end of a product’s life cycle that would prevent users from being wasteful and encourage them to step out of unsustainable consumption. The solution should see products (furniture) as part of a system that is designed around loops and cycles where products float back into a system that encourages re-usability and preservation of resources.

Guidelines for innovators in furniture and household products industry to evaluate existing system Help create products/system that satisfy both needs of people’s temporary lifestyle and move towards a circular business model Help to create a more flexible way of living Add value at the end of a products life time by bring products back into the cycle Guide and support for being more sustainable on the principle of circular economy Encouraging partnership and collaboration for circular practice Be easily accessible for innovators and designers in the furniture and household product retail industry


REFRAMING

SUMMARY

The problem space around the sustainable consumption of resources during the temporary lifestyle of millennials can now be narrowed down to millennial’s do not have enough sustainable options to pick from during their temporary living. The focus is needed to use an existing system where the circular guide can be implemented to address the overall problem, which might lead to the conception of impactful solutions

RE - FRAME

This project was not only about providing flexible solutions for millennial to support sustainable consumption during their temporary living experience but use design management methods to help innovators in the furniture industry to create circular sustainable products, services, and systems that satisfy both needs of people’s temporary lifestyle and a move towards a circular business model


DESIGN OPPORTUNITY The three approaches are built upon the most important elements - need, mindset, and motive. To help innovators in the furniture and household products industry to create products that satisfy both needs of people’s temporary lifestyle and move towards a circular business model efficiently and successfully - following are the possible design opportunities that can be implemented

INEFFICIENT

INCONVENIENT

AWARENESS

DISOWNERSHIP

FLEXIBILITY

SUSTAINABLE

EXPENSIVE

EVALUATION OF EXISTING SYSTEM An evaluation guide for retailers to apply in their design process and evaluate the existing buying and selling process to understand consumers need and respond to the need to improve the existing system

FACILITATING AWARENESS FOR RENTAL MODELS Awareness handbook to enlighten consumers for better options, existing rental models and stores based on their situation which would reflect sustainable consumption in their usage of resources

ENABLING SUSTAINABLE CIRCULAR PRACTICES Co-creation workshop toolkit to enable furniture circular economic venture, partnerships, and programs for innovators in furniture and household product industry and convert their existing business model into a circular business model


DIVERSE CONCEPTS CONCEPT ONE /

EVALUATION GUIDE

CONCEPT TWO /

AWARENESS HANDBOOK

CONCEPT THREE /

WORKSHOP TOOLKIT


PMI ANALYSIS Consulting experts and selecting the most feasible and impactful concept for develop further.

INTERESTING

MINUS

PLUS

EVALUATION GUIDE

(+4)

Checklist for designers and business leaders to evaluate their existing system and product cycle

(+3)

Facilitate transparency between designers and business leaders with the system

(+3)

Embrace changes and challenges

(-4)

CO-CREATION WORKSHOPS

RENTAL AWARENESS HANDBOOK

(+4)

(+3)

Users will be exposed to existing brands/retailers who provides furniture and household products rental service Collaboration with colleges and employers to spread the word

(+4)

Opportunity for creation on impactful solution to enable circularity

(+4)

Interactive and efficient collaboration to foster innovation

(+3)

Build a design with business mindset for designers

(+2)

More effective communication

Could be time consuming and leaders may fill the most of the checklist

(-3)

Doesn’t enable or encourage new circular models

(-3)

Participants won’t sign up for the workshop

(-2)

Limited-time interaction could also limit meaningfulness of interactions

(-3)

Not many favorable brands/retailers (eg. Walmart, Wayfair, etc) provide a rental service to the users

(-2)

Significant time commitment to set up and facilitate

(+4)

Visualize the positioning of their business

(+3)

(+4)

Create stories for future products, services, systems

(+2)

Collaboration between designers and leaders

Could facilitate connection between the users and rental model providers in a new way

(+2)

Understand both business and customer needs

(+2)

Could create effective business idea

(+10)

(+06)

(+14)


05

PROTOTYPE DEVELOPMENT Following is the prototype development to guide the process to-create solutions for temporary lifestyle, and consumption of household products for creating new approaches to lifestyle and living innovation, particularly for people with liquid lives. The section covers the following showing sections.

01 Finalize Concept 02 Toolkit Development 03 Prototype Development 04 Prototype overview 05 Concept Testing Protocol 06 Zag Steps


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


CO-CREATION WORKSHOP The toolkit invites aspiring innovators, designers, and business leaders in furniture and household products manufacture and retailing industry to co-create and develop ideas to create products and systems that satisfy both needs of millennial’s temporary lifestyle and move towards a circular business model. The workshop toolkit will be set up to not only create ideas and future scenarios but also gain insights about moving towards a circular model, and allow innovators bring something tangible to the table that is achievable. The toolkit will also enlighten innovators to the concept of the circular economy by comparing it to the linear economy. This will make innovators thing about value creation and usage of and sustainable consumption of resources. The trigger cards along with worksheets can be used to foster innovation and design possible future scenarios.


MATERIAL VALUE CREATION

LINEAR VS CIRCULAR ECONOMY The linear economy model is based on the three main actions of take, make and dispose. The supply chain of value creation includes Business & Design, Manufacturer & Supplier, Retailer and User.

BUSINESS & DESIGN

MANUFACTURER & SUPPLIER

REPAIR, REMANUFACTURER

E

LU

VA

VALUE CREATION

F

BUSINESS & DESIGN

O

UE

VAL

ION

AT CRE

MANUFACTURER & SUPPLIER

RETAILER

USER

USER VALUE CREATION

SS

LO

RETAILER

DISPOSAL

USE

REUSE ACCESS USER

DISPOSAL

VALUE CREATION & PRESERVATION

USE


TOOLKIT DEVELOPMENT A workshop together with aspiring innovators, designers, business leaders, and sustainability leaders in furniture and household products industry can be conducted to create ideas and identify potential future scenarios. The toolkit is divided into five phases to help aspiring innovators understand and practice circular design. The phases include trigger cards, concept creation, circular cycle, concept selection, and concept opportunities. The phases will support the innovation and collaboration abilities for aspiring innovators to enable sustainable options for millennial’s and move towards a circular business model.


TOOLKIT DEVELOPMENT TRIGGER CARDS / Research findings were clustered and condensed into trigger cards, which will be used for the creation of future scenarios and stories. To foster innovation for the creation of future scenarios during the workshop, the following trigger cards will be provided. The cards represent crucial /findings from past research in the areas of Scenario ( What people need?), Initiative (What actions can we take?), and Placement (Where can we provide?). Each card says one word, a summary and a ‘What if..’ question


CATEGORY ONE /

CATEGORY TWO /

CATEGORY THREE /

SUSTAINABLE

BUYBACK

DIGITAL CLOUD

SCENARIO

User’s consumption of resources is driven by spontaneous purchase decisions that are triggered by an on-demand need. Consequently, their actions don’t follow intentions. What if the system encourages a sustainable consumption without user’s thinking about it?

FLEXIBLE

Ownership has its downsides when it comes to storage space, maintenance, or disposal. There is also the pressure of identity affirmation with each object users call their own. What if the system leads to more flexibility not only in physical constraints but also in terms of changing identities?

FAST

In the fast-moving postmodern world speed is an essential factor that influences major actions. What if we create a system that not only provides fast access but also a fast way to get sustainably rid of things?

CONVENIENT

The digital system can enable a convenient way of accessing furniture. What if there is a system that allows access to the products even easier than today? What would be those new parameters of convenience?

PRICE

Users do not want to invest a lot in furniture as they know they will only use it for a certain period. But for the number of times they buy, they lose the whole amount of value. What if there is a system that saves money in the long term even if the initial costs are higher? How might we communicate this value to the user?

AWARENESS

Users lack awareness of existing product rental services, circular models, and means to engage in circular behaviors. What if we promote awareness for the rental service models in the market to the users?

INITIATIVE

PLACEMENT

Users buy furniture for a temporary period. When they don’t need it anymore, they want to get rid of them. What if we create a buyback program in the existing model? How might we bring back the furniture than throwing out?

Users buy furniture for a temporary period. When they don’t need it anymore, they want to get rid of them. What if we create a buyback program in the existing model? How might we bring back the furniture than throwing out?

REPAIR/REPLACE

LOCAL HUB

Users find buying more convenient and cheaper option rather than repairing old for a short period. What if we help users to replace old furniture for new furniture to avoid inefficient throwing of furniture?

Small hubs like kiosks and repair stations are located next door. How might we circulate information, products, and services that serve the community?

SHARE

The community is a small area of the city where people are frequently and closely connected. What if locations in the community become a new hub of exchange?

The city can be seen as a system of users where products and materials are floating. What if furniture and household products are shared within the city or community? What are the benefits of using this system instead of buying new?

SUBSCRIBE

Users value access and utility more than ownership of the product as they need for a temporary period. What if users pay to access the furniture for a certain period? How might this system be more convenient as owning?

REWARDS

The Hook Canvas illustrates that desire follows the pattern of the trigger, action, reward, and investment. What if the system rewards the users for their sustainable response? How might we reward the users?

REUSE

Retaining resources has been the main purpose of sustainability. What if we can re-use furniture or their materials to keep the value for the resource in the cycle?

COMMUNITY

SHOPS

Traditional shops are located all over the city. They are easily accessible for the users but the relationship is often impersonal and faceless. What if the relationship between a local shop and the customer is not only one way but still exists beyond the period of purchase and use?

VENDING MACHINE

A storage unit with an automated process which provides physical objects after users do instant payments. What if machines provide the community household products and also assure that resources flow back into the system?

FLATSHARE

Sharing a flat or common space for temporary time is becoming the new normal. What if the furniture is not owned by the flatmates but instead by the flat? How might we share products in a shared space?


PROTOTYPE DEVELOPMENT PHASE ONE / TRIGGER CARDS

scenario scenario

What if we create a system that not only What if there is a system provides fast access but that allows access to the also a fast way to get sustainably rid of things? products even easier than today? What would In the fast-moving postmodern world be those new parameters speed is an essential factor that has of convenience? connections on the actions. The digital system can enable a convenient way of accessing furniture. Ending a product relationship is also easy but often not very sustainable.

FAST

A set of trigger cards will be designed to bring all the findings from previous research to the table and it also provides enough space for creating own ideas. The idea is that participants can combine all cards from different categories to generate future scenarios and stories. The creation of the cards started with a mapping of all relevant topics and findings from previous research. These topics were around recognized current scenario and need of millennials like flexibility, price, and convenience, and initiatives that can be implemented to fulfill the needs like buyback, rent, or sharing options. The cards also include possible future placements that will be needed to enable a circular economy like local hubs within the community and city. All these findings were clustered into the following five different categories: Scenario, Initiative, and Placement.

placement

initiative

How might we circulate information, products, and services that serve the community?

What if we create a buyback program in the existing model? How might we bring back the furniture than throwing out?

Small shops like kiosks and repair stations are located near to reach.

Users buy furniture for a temporary period. When they don’t need it anymore, they want to get rid of them.

LOCAL HUB

BUYBACK 03

CONVENIENT

18

09 04

RIO SCENA ? ople need pe What do

PLACEMENT

INITIATIVE

Where can we provide?

What actions can we take?

R

LA U

RC

CI IT

LK O

TO

ER G IG DS TR R CA

TRIGGE R CARDS


TOOLKIT DEVELOPMENT WORKSHEETS / Along with trigger cards, a set of worksheets will be provided. The worksheets guide to generating concepts and narrow down to feasibility. The following worksheets will keep track of all ideas and help to map different concept elements to identify gaps and opportunities. It will also help designers to engage with other ideas and foster a creative exchange.


PROTOTYPE DEVELOPMENT

WHAT IF?

PHASE TWO / CONCEPT CAPTURE

CONCEPT

This phase is about concept generation. Using trigger cards and worksheet, participants will create future scenarios and stories. The worksheet starts with a ‘What if..’ question. Participants will write or draw the story based on three different trigger cards and bring their ideas to life. Concept creation will help them to broaden, generate lots of ideas and the product journey map will help them to narrow down into what feels relevant to the challenge at hand.

WHAT IS IT?

HOW DOES PRODUCT JOURNEY LOOK?

WHAT MAKE IT CIRCULAR?

WHO IS IT FOR? (TARGET AUDIENCE)

ACCESS

USE

AFTER USE


PROTOTYPE DEVELOPMENT

CONCEPT

PHASE THREE / CIRCULAR CYCLE After the conception part, all participants present and discuss their stories within the group. All parts of the different stories will be mapped on the circular cycle, to identify overlaps and gaps. The circular cycle is oriented on the stages of a product life-cycle within a circular economy. It starts with the business & design of the product. It questions the business model which has an impact on the design and also the following manufacturing process. The next stage is about how users can access the product. Is it based on the initiative - ownership, purchase or can it be leased or rented? The next two stages are about the use of the product and what happens when the user does not need it anymore?. It will help to identify vital connections between the relationship of the product (furniture) , consumer, and business to create a circular closed loop.

BUSINESS &DESIGN

PRODUCTION

How does the business model behind the product/system works?

How does the design gets into production? Where will it be produced?

END OF USE

ACCESS

How does the product or furniture gets back into the cycle? How can the customer give back or dispose the furniture?

How does the customer access the Product/ furniture? Where will it be available?

USER How does the customer uses the product/furniture? How often will they use it?


PROTOTYPE DEVELOPMENT

HIGH IMPACT

PHASE FOUR / CONCEPT SELECTION After mapping the circular cycle, concept selection matrix will be used to evaluate concepts. It will be divided into 4 segments with a range from High Impact to Low Impact and Easy to Achieve to Difficult to Achieve. This mapping will help during the process to see what kind of concepts and elements work and where ideas have to be refined. It will be an engaging tool where all participants can come together and discuss. The result of the selection matrix will lead teams with each concept. EASY TO

DIFFICULT TO

ACHIEVE

ACHIEVE

Find opportunities to increase impact

Review the concept

LOW IMPACT


PROTOTYPE DEVELOPMENT PHASE FIVE / CIRCULAR OPPORTUNITIES In the last phase, teams take their final concept from the previous phase and place it over circular opportunities to grasp an eye on the big picture and find ways to scale their solution over time. Building the product, service, or system more circular can start small, thus this phase will help them identify strategies and collaborations needed to move forward with the solution. This will be the final phase of the toolkit where the outcome of the workshop will allow innovators in furniture and household products to enable sustainable circular products, services, and systems for millennials that work for their business.

INNOVATION Would this innovation improve the users experience in some way?

MARKET What would this system require that doesn’t currently exist?

FINANCIAL NEEDS How might this affect your business strategy and financial needs?

COLLABORATORS What collaborators or partnerships might you need to make this happen?

NEXT STEPS What’s the next step to get this process started?


TOOLKIT OVERVIEW

TRIGGER CARDS Research findings were collected and summarized into trigger cards, which will be used for the conception of future scenarios and stories

CIRCULAR GUIDE Along with trigger cards, a set of worksheets will be provided. The worksheets guide to generating concepts and narrow down to feasibility. The following worksheets will keep track of all ideas and help to map different concept elements to identify gaps and opportunities

The diagram shows the overview of the tooklit with all the parts and phases

CO-CREATION WORKSHOP

CATEGORY 1 / SCENARIO

CATEGORY 2 / INITIATIVE

CATEGORIES ARE FORMED THROUGH INSIGHTS

THREE CATEGORIES

TRIGGER CARDS

PHASE 1 / PICK 3 TRIGGER CARDS

CIRCULAR TOOLKIT

FIVE PHASES

PHASE 2 / CAPTURE CONCEPTS

PHASES ARE FORMED TO DIRECT WORKSHOP

PHASE 3 / CIRCULAR CYCLE

scenar

io

fast world sp -moving post m ee factor th d is an esse odern nt at the actio has connec ial tions on ns.

FAST 03

VEake? TIn we t A I s ca

ITction

INhat a W

WORKSHEETS

CATEGORY 3 / PLACEMENT

What if w system e create a that n provid o es fast t only a but als o a fas ccess t way to get sustain ably In the

PHASE 5 / CIRCULAR OPPORTUNITY

PHASE 4 / SELECT CONCEPT

Phases Toolkit Detail phases


TOOLKIT PROTOTYPE To validate the user experience while using this toolkit, I designed a low fidelity prototype and test them with designers in the furniture industry. I developed the trigger cards and main pages of the guide to explain how to use the cards and worksheets during the workshop

scenario

What if we create a system that not only provides fast access but also a fast way to get sustainably rid of things? In the fast-moving postmodern world speed is an essential factor that has connections on the actions.

placement

initiative

How might we circulate information, products, and services that serve the community?

What if we create a buyback program in the existing model? How might we bring back the furniture than throwing out?

Small shops like kiosks and repair stations are located near to reach.

Users buy furniture for a temporary period. When they don’t need it anymore, they want to get rid of them.

LOCAL HUB

BUYBACK 03

18

A n PLWhere ca

SCE

Wh

at d

NA

op

eop

RIO

le n

eed

?

tions ca

NT MEe do it? E C w

INITIAT IV

E

n we take

?

09

What ac

FAST


ZAG STEPS 12 / HOW DO YOU SPREAD THE WORD?

13 / HOW DO PEOPLE ENGAGE WITH YOU

14 / WHAT DO THEY EXPERIENCE?

This co-creation toolkit for innovation will be distributed in furniture and household products manufacturing and retailing companies. The concept will be spread and pitched through on design-related websites, design events and social media.

The co-creation toolkit will be available to help innovators understand the trigger cards and worksheets for workshop sessions. The workshop guide will be created with content and detailed steps on the method to use the toolkit and conduct workshops.

Designers and business leaders will be provided with a new design approach to facilitate their innovation process. They will gain a circular strategic vision through a circular toolkit and workshop sessions to generate circular ideas for their company/brand.


06

ASSESSMENT & VALIDATION Following is the assessment and validation t of solutions for temporary lifestyle, and consumption of household products for creating new approaches to lifestyle and living innovation, particularly for people with liquid lives. The plan covers the following showing sections.

01 Prototype Testing 02 Prototype Validation 03 Fill in Gaps 04 Business Model 05 Business Model SWOT


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


PROTOTYPE TESTING Testing was conducted with a designer and business leader from Wayfair on May 06, 2020, and with one design management students on May 08, 2020. Each participant was provided with an overview of the project, the toolkit - trigger cards, and worksheets. 15-20 minutes were allotted for review of the prototype materials. Concept testing of the prototypes primarily focused on the toolkit, which contains the guidelines to conduct circular design workshops. The working wall shows the resulting marked-up test pages, as well as “pink� sticky notes showing comments derived from post-review discussions with reviewers.


PROTOTYPE VALIDATION Concept testing supports that there is an opportunity to lower the barriers to entry into the furniture and other household products for designers and that there is an opportunity for designers to adapt their approach to work to create value. After further analysis, positives and negatives were mapped to improve the finalize the criteria of the toolkit. Below are the following points to be considered -

+

Interactive and collaborative toolkit to encourage circular design methods

-

Introduction to the toolkit needs addition of benefits and other more details

+

Trigger cards developed from the research insights add value and gamification to the toolkit

-

Brief content on the topic of sustainable consumption and explain linear vs circular economy to explain the difference

+ + + +

The circular design toolkit along with worksheets will help facilitators to conduct the workshop and generate ideas The phases are easy to understand and transition to develop circular ideas

Conclusion of the workshop can lead to a new business model approach for the company Will give a new approach of circular design to the furniture and household product industry

-

Relation of circular economy and furniture and household product industry

-

Rethink product journey section on ideas capture (phase 2)

-

Develop separate worksheets template for the companies

-

Detailed design for facilitation plan of circular design workshops

-

Branding needs to be done - reflect circularity


FILL IN THE GAPS Feedback from prototype testing was analyzed and implemented on the final design. Pages marked under the dotted box are addition to the final design based on the feedback

P01

P02

P03

P04

ADDITION OF INTRODUCTION TO THE TOOLKIT

P05

P06

P07

P08

P09

P10

P11

P12

P13

P14

P15

P16

SECTION EXPLAINS RELATION OF FURNITURE AND CIRCULAR ECONOMY


P17

P18

P19

P20

P21

P22

FURTHER STEPS AFTER PHASE 5

DETAIL PLANS ON FACILITATION TO CONDUCT WORKSHOP IN THE COMPANIES

P23

P24

P25

P26

P27

P29

P30

P31

P32

P33

P28


INITIAL BUSINESS MODEL KEY PARTNERS

KEY ACTIVITIES

Organizations seeking circular economy

Design thinking approach

VALUE PROPOSITIONS

Sales Specialist

A toolkit to run creative and collaborative workshops to create future ideas and strategies for sustainable products, services and systems based on principle of the circular economy

Online Platforms (marketing)

Proving users context through trigger cards

Innovators

Focus on circular and sustainable economic methods

KEY RESOURCES

Design thinkers and facilitator

CUSTOMER RELATIONSHIPS

CUSTOMER SEGMENTS

Workshop facilitation

Innovators and Consultants

Toolkit Consulting

Furniture and household Product Designers

Virtual interaction for consulting

Sustainability Strategist

CHANNELS

Exercises to foster innovation to create future sustainable and circular ideas for the business

Physical Toolkit Guide

Creating value via collaboration

Trigger Cards and Worksheets

Toolkit designers

Business Leaders

Workshops

Supplies and printing Infrastructure

COST STRUCTURE

REVENUE STREAMS

Toolkit R&D

$29.99 Trigger Cards

Printing and shipping cost

$29.99 Co-creation Toolkit

Administrative cost

Consulting and workshops orientation fees


BUSINESS MODEL SWOT CUSTOMER SEGMENT S

W

Large group of designers and leaders

Aspiring innovators may not willing to participate in workshop

Partners wants to innovate and move towards circular economy

They do not know what they are capable of

O

T

Promote circular design thinking approach to innovators

Developing circular economy approach in the furniture and household product industry can be difficult

Focus on circular and sustainable economic methods

CUSTOMER RELATIONSHIPS

CHANNELS

S

S

W

Toolkit as channels offer efficient and effective reach matched to customer segment

The production of toolkit needs initial investment

W

Physical interaction during workshop consulting

Brand is unknown and will need to be build

Face to face communication helps build relationship

Channels limited to face to face interaction

O Face to face interaction can help to spread the word and brand

T High cost of virtual interaction for consulting

Fun interactive toolkit

Workshop and consulting will be less in the starting - initial investment will be high

O

T

Invite more participate to the workshops

Toolkit conducted without consulting can be misleading

Gamification of the toolkit adds a fun character


BUSINESS MODEL SWOT VALUE PROPOSITION

KEY ACTIVITIES

S

W

Market for circular and sustainable design toolkit

Very specific consumer segment to adapt the idea

Many companies going towards sustainability

S

Self learning design thinking with toolkit Encourage sustainable and circular product journey

KEY RESOURCES W

Facilitating design thinking towards circular approach can be difficult

S

W

Aspiring facilitators and consultants in the market

Maintaining designers after the toolkit is designed

Gamification in toolkit is a trend

Interactive toolkit

O

T

Enter other product industry other than furniture and home products

Adopt the concepts on circular and sustainable economic methods

Develop more circular design toolkit based o different markets

O Design thinking approach Develop activities separately in phases which will help participants to adapt the concept

T

O

T

Innovators might not be interested in the workshop

Easy to print and manufacture the toolkit

Collaboration with designers

The toolkit idea is easy to copy

Easy to find human resources


BUSINESS MODEL SWOT KEY PARTNERS

COST STRUCTURE

S

W

Large group of designers and leaders overall

Limited partners in household product and furniture industry

Partners wants to innovate and more towards circular economy

S

Only one time printing cost of the toolkit

REVENUE STREAMS W

High cost of print and manufacturing Keep consultants and facilitators can be expensive

May not be adopted easily

S

W

Trigger card charges

Too many segments to get the entire toolkit

Worksheet charges Circular design guide charges

Less revenue in the start

Facilitating and consulting fees

O

T

Partners can be scaled for other physical product industries apart from home furniture

Possibility of being refused as a design process

O

T

Reduce start-up cost

R&D cost

Toolkit divided into phases can help

Facilitators costing

Collaboration with design research ventures can help

O

T

Promote before launch to market for more marketing

In the start organizations/ companies might not buy the toolkit or call for consulting

Charge commission fees in collaboration


07

FINAL DESIGN TO MARKET Following is the final design to maket is the solutions for temporary lifestyle, and consumption of household products for creating new approaches to lifestyle and living innovation, particularly for people with liquid lives. The plan covers the following showing sections.

01 Brand Identity 02 Zag steps 03 Final design 04 Mock-ups


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


DESIGN FOR CIRCULARITY

creculare CARDS Research findings were collected and summarized into trigger cards, which will be used for the conception of future scenarios and stories

creculare GUIDE +WORKSHEETS Along with trigger cards, a set of worksheets will be provided. The worksheets guide to generating concepts and narrow down to feasibility. The following worksheets will keep track of all ideas and help to map different concept elements to identify gaps and opportunities

A toolkit to run creative and collaborative workshops to create future ideas for sustainable furniture products/services/system based on the principle of circular economy

PHASE 1 / PICK 3 TRIGGER CARDS

CATEGORY 1 / SCENARIO

CATEGORY 2 / INITIATIVE

CATEGORIES ARE FORMED THROUGH INSIGHTS

CATEGORY 3 / PLACEMENT

THREE CATEGORIES

creculare GUIDE 02

creculare CARDS 01

creculare

WORKSHEETS 03

FIVE PHASES

PHASE 2 / CAPTURE CONCEPTS

PHASES ARE FORMED TO DIRECT WORKSHOP

PHASE 5 / CIRCULAR OPPORTUNITY

PHASE 3 / CIRCULAR CYCLE

PHASE 4 / SELECT CONCEPT

Phases Toolkit Detail phases


BRAND IDENTITY I developed my brand identity which could further be used to create overall brand look and feel. of the toolkit. The name “creculare” is inspired from the notion and purpose of the toolkit of creating circular economy

creculare Creating

GOOGLE SANS TEXT 123B5A

9AD0F1

F2DC91

Economy

creculare circular

A BC D E FG H IJ K L M NO P Q R S T U V W X Y Z abcdefghijklmno pqrstuvwxyz

9CCDBC

D8D8D8

293338

0123456789


Feedback from prototype testing was analyzed and implemented on the final design. Pages marked under the dotted box are addition to the final design based on the feedback

creculare CARDS 01


creculare

GUIDE 02


CRECULARE GUIDE Feedback from prototype testing was analyzed and implemented on the final design. Pages marked under the dotted box are addition to the final design based on the feedback

P01

P02

P03

P04

P05

P06

P07

P08

P09

P10

P11

P12

P13

P14

P15

P16


P17

P18

P19

P20

P21

P22

P23

P24

P25

P26

P27

P28

P29

P30

P31

P32

P33

P34


08

BUSINESS AND

IMPLEMENTATION Following is the implementation to maket is the solutions for temporary lifestyle, and consumption of household products for creating new approaches to lifestyle and living innovation, particularly for people with liquid lives. The plan covers the following showing sections.

01 Business model 02 Roadmap


PROJECT TIMELINE WIN 20’

WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

WEEK 10

PROJECT PLANNING SECONDARY RESEARCH PRIMARY RESEARCH MARKET ANALYSIS DATA SYNTHESIS DESIGN OPPORTUNITIES AND CRITERIA PROTOTYPE AND VALIDATION FINAL DEVELOPMENT BUSINESS MODEL ROAD-MAP PROCESS BOOK


BUSINESS MODEL KEY PARTNERS

KEY ACTIVITIES

Sustainability experts

Design and development of framework

Furniture manufacturers Strategic consulting firms

CUSTOMER RELATIONSHIPS

CUSTOMER SEGMENTS

Action oriented cards

Workshop facilitation

Innovators and Consultants

Conducting workshops

Industry focused circular strategies

Toolkit feedback sessions

Furniture and household Product Designers

Sales

Research driven framework

Companies focusing on ESG Printing material suppliers

VALUE PROPOSITIONS

Human centric design approach

KEY RESOURCES

Creative and collaborative workshops

Retail Store Sales Agents

Marketing and Sales

REVENUE STREAMS

COST STRUCTURE

CHANNELS

Online Store

Supplier and printing Infrastructure

Marketing and Sales

Creculare Toolkit (Cards, Guide & worksheets) $499

Printing cost

Workshop $499

Administrative cost

Consulting $150 hourly

Business Leaders Sustainability Strategist

Workshops

Designers,design thinkers/ innovators and consultants Domain experts

Toolkit R&D

Online feedback


IMPLEMENTATION PLAN MAR 20’

APR 20’

MAY 20’

JUN 20’

JUL 20’

AUG 20’

SEP 20’

OCT 20’

NOV 20’

DEC 20’

JAN 21’

FEB 21’

PROTOTYPE DEVELOPMENT

PROTOTYPE TESTING AND BETA RELEASE Funding to establish the Creculare would be around $120k to prepare the toolkit and workshop for the market. The funding would be apart of the starting payroll for me as a toolkit designer and facilitator as well as for other supplies such as paperwork and printing. The funding will also be used for marketing and sales. This will be a beta release where the toolkit will be introduced in the market and tested.

TOOLKIT REFINEMENT After the beta release, the toolkit will be refined. Within the first 6 months, there will be a massive focus on refinement and improvement to increase the credibility of the toolkit. By the end of the phase, the toolkit will be printed and ready to be distributed to the channels

MASSIVE LAUNCH Creculare launches to the market! The goal is to distribute and conduct more than 60 workshops within the first year of the business. Next 3-5 years will be spent to develop more toolkits and workshops on the principle of the circular economy to help innovators and designers to move towards circularity.


APPENDICES Following is the appendices which involved the process and methods conducted during the project. The appendices covers the following showing sections.

01 Self reflection 02 Mind-map 03 Research Matrix 04 Consent Forms 05 Survey Questions 06 Interview Questions 07 Transcripts 08 Working wall


SELF REFLECTION ISSUES AND CHALLENGES /

( DIVERGENT )

( MORE COMMITTED )

APPROACH WHEN STARTING SOMETHING NEW / Positive and iterative mindset and hoping for things to work out right

Not convenient temporary living experience, unsustainable use of resources (furniture/household products)

( CONVERGENT ) ( LESS COMMITTED )

( MANY )

( BROAD )

ACCOUNTABILITIES /

CAPABILITIES AND RESOURCES /

First in my own friends and family, students in college and eventually global

Design management tools to create a system and connect the dots Presentation skills

MY INTENT IS TO CREATE A BETTER TEMPORARY LIVING EXPERIENCE REFLECTING SUSTAINABLE CONSUMPTION ( INDIVIDUAL ) ( NARROW )

VISION AND VALUES / Being sustainable is everyone’s issues Experiencing temporary living situations myself, I feel the process to access and use furniture and household products is very stressful and unsustainable

( COLLECTIVE )

( ANXIOUS )

( FEW )

STORING TIES WITH / Friends and family who have moved multiple house and face the same problems

( FEW )

( MANY )

( FEW )

BELIEVES ABOUT CHANGE / Changing a system is not easy, but creating awareness and providing tools can help individual to have mindset shift

WEAK TIES WITH / ( EXCITED )

( MANY )

Furniture and household retailers/ manufactures Shared living community Real estate industry


MIND MAP

SKYPE

MAKE A PLAN

ZOOM

FURNITURE FMCG

SCHEDULE INTERVIEWS CALL

OTHER

INTERVIEWS RELOCATE

ONLINE SURVEY PLAN THE TOOLS TO USE

SWOT

PLANNING

OBSERVATION

2X2

PRODCUTS

WASTE MANAGEMENT

HOMES

SYSTEM DESIGN

SUSTAINABLE CONSUPTION

NOT A APP DESIGN PROJECT

DATA ANALYSIS

REPAIR

FINAL PROJECT

METHODOLOGY

DMGT 748

DESIGN THINKING

GOOD/DIFFERENT TOOL

OBSTACLE COVID-19

DATA COLLECTION

MARKET IDENTIFICATION

DATA SYNTHESIS

HOUSEHOLD ITEMS

CIRCULAR ECONOMY

WHAT CAN I DO IN 10 WEEKS

DESIGN FOR CIRCULARITY

REUSE

OPPURTUNITY

BUY, USE, SELL

PARTICIPATION

DIVIDED INTO 10 WEEKS

AWARNESS BUY, REUSE

5’E’S

TIME MANAGEMENT

USE BLACKBOARD

PROBLEM SPACE USE UNITS TO BE ON TRACK

MAKE GHANT CHART

LIQUID LIVES TEMPERORY LIVES

FAST MOVING

HABIT

CHANGING HOMES FLEXIBLE

IMPROVING LIVES STUDENT

WORKING PROFFESTIONAL

FURNISHING


CONSENT FORM


RESEARCH MATRIX 1

A

B

C

HOW MIGHT WE DEFINE DESIGN MANAGEMENT?

How might we describe design management?

How might we understand and implement design management methods?

What are the results of applying Design management methods?

How might we use design management methods to create a better living experience which suits the need of people’s liquid lives and adaptation to sustainable consumption?

What do we need to know?

Why do we need to know?

What kind of data will answer this question?

Where can we find the data?

What type of research and data collection methods are needed?

Who can we contact for collecting this data?

When does this data need to be collected?

What will we learn from this data?

What might we be missing?

Definition of Design management as a methodology

To understand the methodology and to define the context for this study

Qualitative Data, Case studies and previous frameworks and academic definitions

DMGT Faculty Member, SCAD library, Design management books, IDEO website

Primary, secondary research, Literature reviews, Note-taking

Subject-matter experts, DMGT Professors, Professionals in the field

Winter Quarter, Spring Break and Spring Quarter 2020

Methods and tool to use during the different stages of the project

Methods and tool can be constantly updated based on the topic

An overview of the different stages of Design Management and how, why and when should be used

To effectively utilize the methods to study the context

Qualitative data Definitions, Case Studies, Design method frameworks, Design Management implementation to problems

DMGT Faculty Member, SCAD library, Design management books, IDEO website, IDEO design toolkit

Literature reviews, Note-taking

Subject-matter experts, DMGT Professors, Professionals in the field

Winter Quarter, Spring Break and Spring Quarter 2020

Applying Design Management methods in a proper and successful way

Iteration of possible frameworks instead of tangible products or services

Understand the results and deliverables when implementing methodologies to a problem statement

To explain how the methodology is applied and the expected outcomes of it

Qualitative data Case Studies, Outcome of applying design management to different problems

DMGT Faculty Member, SCAD library, Design management books, IDEO website, IDEO design toolkit

Literature reviews, Note-taking

Subject-matter experts, DMGT Professors, Professionals in the field

Winter Quarter, Spring Break and Spring Quarter 2020

Methods and tools to solve the problem statement

Results will be not known until the end of the project


RESEARCH MATRIX 2

A

B

C

HOW MIGHT WE DEFINE LIVING EXPERIENCE?

How might we describe living experience?

How might we understand changing ownership values and lifestyle?

How might we understand parameters of flexible living experience?

How might we use design management methods to create a better living experience which suits the need of people’s liquid lives and adaptation to sustainable consumption?

What do we need to know?

Why do we need to know?

What kind of data will answer this question?

Where can we find the data?

What type of research and data collection methods are needed?

Who can we contact for collecting this data?

When does this data need to be collected?

What will we learn from this data?

What might we be missing?

Definition and concept of living in today’s world

To understand the dynamics of how people live today

Qualitative Data, Case studies and previous frameworks and academic definitions and explanation

SCAD library, Academic books, Interviews, Behavior change studies,Trend study, Subjectmatter experts Interviews

Literature reviews, Contextual inquiry, Note-taking

Subject-matter experts, Professors, Experts in the field, users

Winter Quarter, Spring Break and Spring Quarter 2020

Deeper understanding of the concept and the scope of it in order to give focus to the project

Maybe it is a broad concept or its definition can be ambiguous

Definition, characteristics, and relationship of user to furniture, household products and space

To give context on concept of sharing, what household products user values and what not

Qualitative Data, interviewees opinions about ownership values, Case Studies and framework about how changing ownership values affects lifestyle

SCAD library, Academic books, Interviews, Behavior change studies,Trend study, Subjectmatter experts Interviews

Literature reviews, Contextual Inquiry, Sensory Cue Kit Workshop, Observation, Immersion

Subject-matter experts, Professors, Experts in the field, users

Winter Quarter, Spring Break and Spring Quarter 2020

Understanding human behaviors and ownership model today

Losing meaning while translating technical concepts into simple ones

Parameters to understand what extent user are willing to share their space and products

To be able to identity the challenges faced in the process of shared living

Qualitative data Interviewees opinions and reactions on experiencing shared living situation

SCAD library, Academic books, Interviews, Behavior change studies,Trend study, Subjectmatter experts Interviews

Literature reviews, Contextual Inquiry, Sensory Cue Kit Workshop, Observation, Immersion

Subject-matter experts, Professors, Experts in the field, users

Winter Quarter, Spring Break and Spring Quarter 2020

Existing problems with shared living model

It can be very subjective and intuition of researcher can change the meaning


RESEARCH MATRIX 3

A

B

C

HOW MIGHT WE DEFINE LIQUID LIVES?

How might we describe liquid lives?

How might we understand user behavior towards liquid lives?

How might we understand effects of liquid lives on the way to living?

How might we use design management methods to create a better living experience which suits the need of people’s liquid lives and adaptation to sustainable consumption?

What do we need to know?

Why do we need to know?

What kind of data will answer this question?

Where can we find the data?

What type of research and data collection methods are needed?

Who can we contact for collecting this data?

When does this data need to be collected?

What will we learn from this data?

What might we be missing?

Definition and meaning of people’s liquid lives

To understand the shift in people’s lifestyle

Qualitative Data, Case studies and previous frameworks and academic definitions and explanation

SCAD library, Behavior change studies, Expert interviews, Trend study

Literature reviews, Contextual inquiry, Note-taking

Subject-matter experts, Professors, Experts in the field, users

Winter Quarter, Spring Break and Spring Quarter 2020

Understanding the key factor that defines liquid lives

External emotional and political factors that aid in the liquid lives

An overview on the driving force and shift to people’s liquid lives

To understand the notion and need for flexible and temporary lives

Qualitative data, Case Studies about Adaptation and Implementation temporary living

SCAD library, Behavior change studies, Expert interviews, Trend study

Literature reviews, Contextual Inquiry, Sensory Cue Kit Workshop, Observation, Immersion

Subject-matter experts, DMGT Professors, Professionals in the field, Physiologist, consumers

Winter Quarter, Spring Break and Spring Quarter 2020

Understanding human behaviors on how people manage liquid lives

Losing meaning while translating technical concepts into simple ones

Current toolkits, methods used for the mindset shift

To map the influence of both the fields on each other

Qualitative data like Case Studies of the outcome of liquid lives affecting the lifestyle

SCAD library, Behavior change studies, Expert interviews, Trend study

Literature reviews, Contextual Inquiry, Sensory Cue Kit Workshop, Observation, Immersion

Subject-matter experts, DMGT Professors, Professionals in the field

Winter Quarter, Spring Break and Spring Quarter 2020

Existing problems while living temporarily

It can be very subjective and intuition of researcher can change the meaning


RESEARCH MATRIX 4

A

B

C

HOW MIGHT WE DEFINE SUSTAINABLE CONSUMPTION

How might we describe sustainable consumption?

How might we understand user behavior towards products consumption?

How might we promote flexible and efficient way of consumption?

How might we use design management methods to create a better living experience which suits the need of people’s liquid lives and adaptation to sustainable consumption?

What do we need to know?

Why do we need to know?

What kind of data will answer this question?

Where can we find the data?

What type of research and data collection methods are needed?

Who can we contact for collecting this data?

When does this data need to be collected?

What will we learn from this data?

What might we be missing?

Definition and meaning of sustainable consumption

To understand the importance to sustainable consumption

Qualitative Data, Case studies and previous frameworks and academic definitions and explanation

SCAD library, Behavior change studies, Expert interviews, Trend study

Literature reviews, Contextual inquiry, Note-taking

Subject-matter experts, Professors, Experts in the field, users

Winter Quarter, Spring Break and Spring Quarter 2020

Understanding the key factor that defines sustainable consumption

External factors that aid in the urban consumption

An overview of how user but, use and interacts with the household products

It is necessary to reveal the roots of consumption of products

Qualitative data Case Studies of the outcome of user behavior on buying and using products

SCAD library, Behavior change studies, Expert interviews, Trend study

Literature reviews, Contextual Inquiry, Sensory Cue Kit Workshop, Observation, Immersion

Subject-matter experts, DMGT Professors, Professionals in the field, Physiologist, consumers

Winter Quarter, Spring Break and Spring Quarter 2020

Data will provide and existing scenario of how users interact with products everyday

The extension of the psychology behind the user behaviors

Any existing framework, toolkits, methods used for the mindset shift to promote sustainable consumption

Data will provide existing methods to implementing the change and scope to improve

Qualitative data like Case Studies of the outcome of sustainable consumption when applied to the community

SCAD library, Behavior change studies, Expert interviews, Trend study

Literature reviews, Contextual Inquiry, Sensory Cue Kit Workshop,

Subject-matter experts, DMGT Professors, Professionals in the field

Winter Quarter, Spring Break and Spring Quarter 2020

Users mindset to adapt to framework leading to sustainable consumption

External factors in the ecosystem apart from consumption of product


SURVEY QUESTIONS PURPOSE The online survey will be developed for consumers to get valuable insights on the topic. The online survey is designed into categories to understand the temporary living, consumption during temporary living and sustainable consumption.

ONLINE CONSENT FORM I voluntarily agree to participate in this survey performed by students at the Savannah College of Art and Design. I understand that this survey is being conducted by Aashna Poddar to identify opportunities for design as part of DMGT 748 M.A. Final Project, Spring 2020. I grant permission for the evaluation data generated from the above methods to be used in an educational setting. I understand that any identifiable information in regards to my name and/or company name will be removed from any material that is made available to those not directly involved in this study. The procedure involves filling an online survey that will take approximately 10 minutes. By completing this survey, I agree to participate in the research. Confidentiality will be maintained to the degree permitted by the technology used. Please select one : I agree I do not agree


SURVEY QUESTIONS


INTERVIEW QUESTIONS USER GROUP ONE / CONSUMERS 01 02 03 04 05 06 07 08 09 10 11 12 13 14

Are you staying in your own house or rented a house? In the last few years, how many times you have shifted your house because of a change of work or education? - Where were you before? Which platform do you prefer the most to look for the house? Why? Online – Marketplace? Zillow? Did you have to buy furniture and other household items when you moved to a new house? If so, please describe how? Do you struggle to furnish the house when you move to a new place? Why? Which brands do you prefer the most to buy furniture and household items? Any reason why these? How much importance do you place on the environmental impact of furniture and household items you buy? Why? Do you struggle while reselling the furniture and household items? Why? What difficulties do you run into while reselling? Did you ever have to throw some products/furniture in the process? Do you think in the process we waste a lot of resources? Have you ever considered renting furniture and household items instead of buying? Why? Why haven’t you so far? What are your views on renting furniture directly from retailers? Why? What medium can help? Do you think about your furniture and household product as a service? What do you feel about changing ownership values? Why? Will you be willing to pay more for sustainable products? Would you expend additional effort to be more environmentally friendly?

USER GROUP TWO / FURNITURE RETAILER 01 02 03 04 05

06 07 08 09 10 11

USER GROUP THREE / REAL ESTATE AGENTS

How long have you been in the retailing business? What company or organization are you part of? What does it do? What are your main products? How do you describe your target customers?

01 02 03 04

How long have you been in this profession? What company or organization are you part of? What does it do? How do you describe your target customers?

According to you what are customer’s major concerns while buying a household product/furniture? What are consumers demanding? What are they asking for? According to you what would make your post-sale customer experience even easier/better? How and Why?

05 06 07

What is the procedure for a customer to get a house? What are the major problems you find when people move in and out? What are users demanding in the real estate service? Why?

08

Do consumers changing ownership values have any effect on sales? If so, why? Would you consider your product offering into a service? Do you think leasing/renting the furniture will be feasible? If so, please describe how? Do you think furniture retailers can scale circularity by leveraging collaboration with real estate agencies? If so, please describe how?

09

How do you feel about if you provided a home furnished subscription in collaboration with furniture retailers (Ikea, Walmart, others?) Do you think real estate agents can scale circularity by leveraging collaboration with furniture retailers? If so, please describe how?

What sustainable approach does your company is currently doing? What should you be thinking next about sustainability in the furniture and household items retailing business?

10 11

What strategy you and you organize apply for being more sustainable? What should you be thinking next about sustainability in buying homes?


REFERENCES Following is the references which was refereed during the process and methods conducted during the project. The references covers the following showing sections.

01 Annotated Bibliography


ANNOTATED BIBLIOGRAPHY Arup (2011) Smart Cities Transforming the 21st century city via the creative use of technology. Arup. Retrieved December 22, 2019, from http:// publications.arup.com/ publications/s/smart_cities Summary: This report written by informatics specialists from Arup’s IT and Communications Systems team, this report is informed by their experiences of working on cities in the Ecological Age, and the opportunities and challenges faced. Rationale: This report illustrates case studies that indicate the range of smart city work being conducted by Arup globally and highlight the potential of the smart city approach. The report help me understand the concept of smart city that can promote resource efficiency and mitigating climate change.

Bauman, Z. (2000) Liquid modernity. Cambridge, UK: Polity Press. Summary: This book focuses on Bauman selected five basic concepts which have served to make sense of shared human life - emancipation, individuality, time/space, work and community - and traces their successive incarnations and changes of meaning. Rationale: The book gives me an understanding of profound change to all aspects of the human condition. The new remoteness and un-reachability of global systemic structure coupled with the unstructured and under-defined, fluid state of the immediate setting of life-politics and human togetherness, call for the rethinking of the concepts and cognitive frames used to narrate human individual experience.

Bauman, Z. (2006) Liquid Times: Living in an Age of Uncertainty. Cambridge, UK: Polity Press. Summary: This book explores the sources of the endemic uncertainty which shapes our lives today and, in so doing, the author provides a brief and accessible introduction to life in our liquid modern times. Rationale: The book gives an interesting and extremely valuable vision on fragmented lives which require individuals to be flexible and adaptable.


ANNOTATED BIBLIOGRAPHY Brown, T. (2019). Design Thinking Defined. Retrieved December 22, 2019 from https://designthinking.ideo.com/ Summary: This website provides a definition of Design Thinking and defines design thinking in today’s context. Rationale: This website helped me understand the methodology that will be used to develop this project and it keep the information updated because Design Thinking, as IDEO describe it, is a practice in process of maturation.

Burgoyne, P. (2017) What if Amazon did housing?, Creative Review. Retrieved December 20, 2019, from https://www.creativereview.co.uk/what-if-amazon-did-housing/ Summary: This website illustrates a scenario where how amazon help us shop eat, work and travel, but what if they also ran our homes? Would you trade your data for a home-life where your every need was taken care of? Rationale: This website provides me with another point of view, as a possibility of subscription model service which may be useful to consider in my design process.

Circular Economy Club CEC Expert (2016) Circular Economy & The Demand for “New Stuff”.Retrieved December 21, 2019, from https://www.circulareconomyclub.com/gdhome/what-is-the-circular-economy/ Summary: This website talks about traditional business models are mostly built on the presumption of cheap, unlimited natural resources which manufacturers take to make products that are consumed and then disposed. Rationale: This website help us understand a possibility to an alternative for the “Take, Make, Consume and Dispose” Mindset.


ANNOTATED BIBLIOGRAPHY Collinson, P. (2017) The other generation rent: meet the people flatsharing in their 40s, The Guardian. Retrieved December 20, 2019, from https://www.theguardian. com/money/2015/sep/25/flatsharing-40s-housing-crisis-lack-homes-renting-london Summary: This website provides a definition of Design Thinking and the status of the concept to date. Rationale: This articles help us understand the methodology that will be used to develop this project and it keep the information updated because Design Thinking, as IDEO describe it, is a practice in process of maturation.

Earley, R. (2017) Expert view: Design for many lives with Rebecca Earley, Medium. Retrieved December 20, 2019, from https://medium.com/space10-imagine/expert-viewdesign-for-many-lives-withrebecca-earley-44a3fbbcbb2c Summary: This articles talks about the biggest opportunity is to enable consumer to be part of building or rebuilding their own economy locally. Rationale: This articles help us understand how to involve consumer in the economy cycle.

Ellen MacArthur Foundation & IDEO (2016) The circular design guide. Davos, Suisse. Circular Design Guide. Retrieved December 20, 2019, from https://www. circulardesignguide.com Summary: This website provides a definition circular economy and next big thing in design as circular. Rationale: This website helps me understand the new mind-set for emerging business in circular economy and how it will drive innovation in tomorrow’s companies, and reshape every part of our lives.


ANNOTATED BIBLIOGRAPHY IDEO (2017). Smart things that will save the world. IDEO. Retrieved December 20, 2019, from https://www.ideo.com/blog/smart-things-that-will-save-the-world Summary: This website talks about the products that were designed for the industrial era of browsing store aisles and making choices based on packaging. But now that we’re largely buying stuff online, it’s time to rethink that mode Rationale: This website helps me understand possible framework around circular products and the materials they’re made of are designed to be kept in use, to be regenerative, and not to be thrown away.

Kumar, V. (2013;2012;). 101 design methods: A structured approach for driving innovation in your organization (1. Aufl.;1st; ed.). Hoboken, N.J: Wiley Summary: This is a book full of design methods that help you make sense of problems, know context and people through research methods, frame insights, explore concepts and frame solutions. Rationale: The book includes explanations and examples of the methods are a clear source in order to decide what research, ideation, conceptualization and storytelling methods to implement.

Lockwood, T. (2010). Design thinking: Integrating innovation, customer experience and brand value. New York, NY: Allworth Press. Summary: This book describes Design thinking as a human-centered innovation process that emphasizes observation, collaboration, fast learning, visualization of ideas, rapid concept prototyping, and concurrent business analysis, which ultimately influences innovation and business strategy. Is also includes a collection of case studies to exemplify how Design Thinking is used by different industry sectors to innovate. Rationale: The definitions in this book provided me an understanding of the context and methodologies used within the project. I can refer to the case studies to understand how to apply Design Thinking to a problem statement.


ANNOTATED BIBLIOGRAPHY McLaren, D., Agyeman, J. (2015). Sharing Cities: A Case for Truly Smart and Sustainable Cities, 1 edition. ed. MIT Press, Cambridge, MA. Summary: This book argues on the intersection of cities’ highly networked physical space with new digital technologies and new mediated forms of sharing offers cities the opportunity to connect smart technology to justice, solidarity, and sustainability. Rationale: This book help me understand the scope and territory of the sharing paradigm, rooting it conceptually in well-being and capabilities. The book also helped me explore the opportunities and risks for sustainability, solidarity, and justice in the changing nature of sharing.

Rau, T. (2015) The End of Ownership. vpro documentary. Retrieved December 16, 2019, from https://www.youtube.com/watch?v=oOO-pYUl9-w Summary: This documentary provides viewpoint on how the production process needs to be changed when we no longer own things, but only use them. Rationale: This documentary helps me understand how to grapple with nature and human organization and looking for better ways to use materials and living better.

Stahel, W. (2012) The business angle of a circular economy – higher competitiveness, higher resource security and material efficiency. Geneva: The Product-Life Institute. Retrieved December 16, 2019, from http://www.rebelalliance.eu/uploads/9/2/9/2/9292963/stahel_the_business_angle_of_a_circular_economy.pdf Summary: This paper talks about the present economy which is not sustainable with regard to its per capita material consumption. Rationale: This paper explained me why selling goods as service, or performance, is the most profitable and resource efficient business model of the circular economy.


ANNOTATED BIBLIOGRAPHY Statista (2019) Furniture, Furnishing and Household items, Statista. Retrieved January 09, 2020, from https://www.statista.com/markets/415/topic/469/furniturefurnishings-household-items/ Summary: This is a survey executed by Statista to estimate the waste of furntiure, furnishing and household items in the United States in 2019 and the expected waste by 2025. Rationale: This survey provided me with quantitative data in order to understand the present and the future waste prediction of furnishing and household items.

Thackara, J. (2015). How to Thrive in the Next Economy: Designing Tomorrow’s World Today. Thames and Hudson Ltd, New York. Summary: This book concern all humans share―land and water management, housing, what we eat, what we wear, our health, how and why we travel―and demonstrates that it is possible to live a rich and fulfilling life based on stewardship rather than exploitation of the natural environment. Rationale: This book provides me with initial inquiry on global communities creating a replacement economy.

Trentmann, F. (2017) Empire of Things: How We Became a World of Consumers, from the Fifteenth Century to the Twenty-First. 1st edn. Penguin. Summary: This book talks about how we have come to live with so much more, how what we consume has changed the course of history and the global challenges we face as a result. Rationale: This book is extremely useful for my project problem statement and how we consume has become the defining feature of our lives and responsible for climate chang

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Crecaulre Toolkit Design Process book  

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