Possessed by possessions document

Possessed by Possessions Archana | Ashwathy | Shilpa | Sooraj | Vyoma

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This booklet, as well as, its components are designed by Archana Valecha, Ashwathy CS, Shilpa Sivaraman, Sooraj S. S. and Vyoma Haldipur for personal and clients/organizations. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means of electronic, digital, mechanical photocopying, recording or otherwise, without the written permission of above mentioned.

All illustrations, models and photographs in this document are a Copyright Š 2016 of the author or the representative persons/organizations.

All Rights Reserved.

Copyright Š 2016.

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Members

Archana Valecha

Product Designer Muscat, Oman archanadvalecha@gmail.com

Ashwathy CS

Product Designer Gandhinagar, India ashwathycs9988@gmail.com

Shilpa Sivaraman

Product Designer Trivandrum, India lekhasivaraman2009@gmail.com

Sooraj SS

Product Designer Kochi, India soorajhema@gmail.com

Vyoma Haldipur

Product Designer Mumbai, India vyomahaldipur@gmail.com

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Synopsis

In this fast paced world, We have lost track of what we really need and don’t think twice about our actions.We have become a part of the Use and throw culture and we constantly look for instant gratification. We keep getting influenced by new products, improved versions, updates and never ending trends, thus falling prey to consumerism.

The industrial revolution led to products being mass manufactured. Cheaper materials and fast machines brought the prices of products to the lowest that it had ever been. Consumers faced the problem of instant abundance, where they had lots of disposable income even after buying the things they needed. This led to people buying much more than they want.

In the minds of the people being successful equated to acquiring lots of wealth. People today want the latest phone, the best car and the biggest house.

Consumers switch to the latest version of a product as soon as it has launched.

What happens to all the products that get thrown away or to all those products that stay in your attic forgotten forever?

Through this project we question the idea of industrial design in the 21st century.

If design has to continue to be what it always was, or can it evolve to suit the current needs. If products could be designed not only to cater to the present needs but also to improve the future.

What would be the role of an industrial designer in the future and whether we need new professions to develop?

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Contents

Four orders of design 10 Problems Problem finding and framing Finalization 18 Mindful Living Why do we need to live mindfully?

Fast vs Slow Initial Triggers Narrowing Down 24 Possessed by Possessions Endowment Eect Personas 32 Materialism Drivers of Materialism Cult of Materialism Industrial Revolution Instant Abundance Consumerism and Obsolescence

40 Shopping Tricks of the Trade Credit Cards Club Cards Decision Influencers Life Cycle Analysis 60 You + Product Personal Impacts Macro Impacts Case Studies Systems Map Stakeholders Entities 72 Analysis Redefined Brief 74 Possible Interventions Grouping Chosen interventions for Iteration What works?

84 Execution AďŹƒnity Mapping Giga Map Bibliography

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Four orders of Design

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Design could be classified into four categories based on the product type and dimentionality. This categorization is also based on the level of complexity and scope of influence. This classification does not intend to classify as better or worse but to organize the ever growing and complicated field of activity.

1st - Communication (signs + symbols) Information design Graphic design Visual design

2nd - Objects + artifacts Product design Engineering Architecture Technology design

3rd - Interactions Service design UX design Instructional design Process design

4th - Systems + Environments (disruption normally occurs here) Enterprise design Business design Organisation design

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Problems

Simple problem: problem and solution both are known complex problem: problem known, solution unknown wicked problem: both problem and solution are unknown Super wicked problems A wicked problem is a problem that is difficult or impossible to solve because it is extremely difficult to understand what the real problem is. The information you find is more than often incomplete or contradictory and the requirements are difficult to recognize since they keep changing. ‘Wicked’ here would denote the resistance from being resolved, rather than ‘being evil’. While trying to solve a wicked problem, a solution for one stakeholder would become a problem for another.

These are some of the characteristics of wicked problems - Wicked problems have no definitive formulation a problem in one place may not have the same challenges as the same problem in another - It is impossible to measure or claim success because wicked problems bleed into each other.

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- Solutions to wicked problems can only be good or bad, not true or false - There is no template to follow when tackling a wicked problem, although history may provide a guide - For every wicked problem there is always more than one possible explanation, and the appropriateness of the explanation depends greatly on the individual perspective of the designer.

- Every wicked problem is a symptom of another problem.

- No solving strategy for a wicked problem has a definitive scientific test, because humans invented wicked problems and science exists to understand natural phenomena

But some problems are wickeder than wicked problems, for example Climate Change. For such problems Kelly Levin, Benjamin Cashore, Graeme Auld and Steven Bernstein introduced the term “super wicked problems” in a 2007 conference paper.

The characteristics of super wicked problem are: - Time is running out.

- No central authority.

- Those seeking to solve the problem are also causing it.

- Policies discount the future irrationally. (we favour definite present consumption over possible future gain and this is reflected in our policies)

- Solving a wicked problem is a “oneshot” operation, with no room for trial and error.

- Every wicked problem is unique.

- Designers attempting to address a wicked problem must be fully responsible for their actions

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Problem finding and framing

Consumerism and Obsolescence Encourages the acquisition of goods and services Planned obsolescence Ever rising pile of waste Need vs want Narrow mindset/ loss of individuality Waste and recycling Circular economy Alternative sources of energy Environment Pollution Global warming Resource management Health and hygiene Behavioural change

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Open source

Social Media Addiction

Open collaboration Debatable system Patent What if it falls into wrong hands?

Who takes the responsibility?

Loss of creative thinking Good or Bad?

Too much time on social media Aects aspects of daily life Virtual life Looking for validation Positive or Negative?

Fake information Accessibility of data Dependent for information

Technology Industries Accessibility Human behaviour Education Internet of things Collaboration Pubilicity Business

Employment behavioural change Lifestyle Technology Artificial intelligence Globalization Privacy Consumerism Religion and beliefs

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Micro Living Is slums an ideal living model?

Living out of a suitcase?

Nomadic life Caravan living Recreational vehicles Camping Studio apartment Resource management Environment City planning Poverty Behavioral change Finance and Economy Consumerism Frugal Culture and cross culture

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Mindful Living

Instant Gratification

Back to basics Design from history Basic tech Slow fashion Internet traďŹƒc Experience of doing things

Instant noodles, instant payment, instant shopping Living the fast life Instant gratification vs long term value Slow fashion Going away from source of production

Frugal Consumerism Technology Open source Craft, tradition and culture

Technology Waste Healthcare Global warming Business and Economy Food systems Consumerism

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Finalization

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All chosen problems were mapped out depending on their connectivity with each other. This helped in finding out the problem which was the most connected to all the other problems. The connectivity map also helped us with a direction to start researching on the chosen problem.

Social Media Addiction Instant Gratification

Micro Living

Mindful Living

Consumerism and Obsolescence Open source

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Mindful Living

The thought behind stepping back to living mindfully was to stop, think and then act.

It referred to being conscious about our rate of consumption and what it is doing to us and our surroundings. Finding value and quality in things as well as taking an extra eort to do things by oneself.

The domains that it covered were Fashion Food Products Lifestyle Social media Mindful living included the following topics, either in associative terms or as solutions.Micro living Addiction Food systems Consumerism and obsolescence Open source as a solution Social media Instant gratification Ripple eect

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Why do we need to live mindfully?

Current unhealthy lifestyle aects our health and mental wellbeing Current lifestyle is leading to an incompetent and stressed generation Lifestyle directly aects behaviour, coexistence and hence quality of life Step back for overall happiness and wellbeing Step back to see what you have been becoming a prey to Step back to spend more time with loved ones and fellow beings To find happiness in less

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Fast vs Slow

Fast food, fast payment, fast life; in the hunt for faster things in life we are often forgetting to enjoy and savour things in life. Faster makes more quantity, but what is the quality of these fast produces.

We are moving away from the source of origin and why we need the things we buy or use. When we buy fast or do fast very often we dont think about the after-eects of it. When we do things slowly we think about it, experience it and connect with it. Slow does not mean lazy.

Slow is finding ones own pace of doing things,Understanding what we are doing and why we are doing because less is very often more and slower is very often better.

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Initial triggers

- Dissatisfied human nature - Reduced collective responsibility - Falling prey to consumerism - Lack of long term and large scale thinking - Environmental Degradation - Aimlessly moving on the fast track - Decreased quality of life

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Narrowing down

The idea of mindful living has changed over time. Our lifestyle being mindful depends a lot on our surroundings and the factors present in the world around us. Currently we live in a world full of materialism and consumerism and we realized that the idea of mindful living in a world like this would be very dierent.

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Possessed by Possessions

Things that are owned or possessed by you are known as possessions.

Possessions could be for a short or a long term. They could be anything from the things you bought or the things you inherited. They could also be the things that your entire family owns together (eg. the family telephone).

The act of ‘possessing’ can also be explained by the following terms ‘to own’ ‘to control’ ‘To keep’ ‘To have custody’ ‘To take charge of’ ‘To hold’ To be possessed is to be under the control of someone. In the current world your products use you more than you use them. We get addicted to our devices. We end up serving our products. We start looking at products as a security. We start believing that they define us and by not having them we would not be the person that we are.

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Endowment Effect

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Any product becomes a possession the moment you put your ownership on it.

This is also known as endowment effect.

Endowment effect is the hypothesis that people ascribe more value to a product merely because they own it.

The endowment effect can be understood better in two ways.

First is the “willingness to pay”- A person is usually willing to pay more for a thing they own to get it back rather than a thing that is not theirs. Second is the “willingness to accept” - A person usually accepts his own used product even if an exact copy of the product is offered to them.

The endowment effect is a result of a sense of possession, a feeling that the thing is “mine”.

This effect has nothing to do with wealth or transaction costs or emotional attachment.

In the evolutionary past, giving things up, even when an apparently fair exchange seemed to be on offer, was just too risky.

These days there are constraints, barriers and ways of ensuring fair trade.

According to Dr. pete lunn an economist at the Economic and Social Research Institute in Dublin, professional traders can, and do, overcome the effect.

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Personas

Shopaholic Adult - 30 years old Female New delhi Self employed Married

Happy Victim Adult - 29 years old Male Bombay Salarieds Unmarried

Income- 6 lakhs per annum Goes to shop - 2 to 3 times a week Spends - 1 to 2 hours Less than 3000 spent

Income- 10 lakhs per annum Goes to shop - once a week Spends - 2 to 3 hours 6000 - 12000 spent

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Green Washer Young adult - 24 years old Female Gurgaon Student Unmarried

Oer Seeker Middle age - 45 years old Female Ahmedabad Housewife Married

Income- 2.5 lakhs per annum Goes to shop - once a week Spends - 2 to 3 hours 3000 - 6000 spent

Income- less than 3 lakhs per annum Goes to shop - once a week Spends - more than 3 hours 6000 - 12000 spent

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Smart Shopper Middle age - 40 years old Male Chennai Salaried Married

Collector Senior - 54 years old Male Lucknow Businessman Married

Income- 7 lakhs per annum Goes to shop - once in 2 weeks Spends - 1 to 2 hours Less than 3000 spent

Income- more than 12 lakhs per annum Goes to shop - once in 2 weeks Spends - more than 3 hours More than 12000 spent

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Minimalist Middle age - 36 years old Male Mangalore Salaried Married

Pesterer Child - 11 years old Male Bangalore Student Unmarried

Income- 9 lakhs per annum Goes to shop - once a month Spends - 2 to 3 hours 3000 - 6000 spent

Income- 0 Goes to shop - once in 2 weeks Spends - more than 3 hours Less than 3000 spent (by parents)

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Materialism

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Materialism is a complex phenomena that happens in one’s mind which is the combination of traits like envy, possessiveness and want for more. It is a state of mind here one starts giving more importance to material possessions rather than emotional experiences. Materialists start loving people and using things.

Materialism is more likely to be an individual characteristic, whereas consumerism is the overall characterization of the entire modern consumer society. All consumers need not always be materialists. However, materialists are passionate consumers.

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Drivers of materialism

A materialistic society thrives on the existence of products. These products are created in an extremely rapid manner and at a very large scale to fulfill everyone’s demands. There exist many factors in this world which contribute to the making and continuity of a materialistic society. These factors play a huge role in setting the direction in which the society would move, in creating the definition of progress for the entire society and in shaping you into the person that you are. This continuous need for more products for every task drives for materialism.

Some of the factors are: consumerism globalization over production planned obsolescense Automation

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Cult of materialism

Our primary identity has changed into being consumers. We are not looked at as kids, parents, teachers or workers but as consumers. Because every person needs things to live in the current world. The world is full of materialists now and the moment a child is born, he/ she learns that in order to be accepted into the society he needs to shop. The children born into this world haven’t seen any other lifestyle. They are born into the cult of materialist.

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Industrial Revolution

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Industrial revolution is the time when we changed from being an agrarian and handicraft based industry to being an economy thriving on machines and mass production. Industrial revolution was fueled by the upsurge in demand for consumer goods. Materialism and consumerism fueled international trade through which commodities were introduced to dierent markets.

These new commodities were liked and purchased by the higher class who could aord them and the lower class wanted/ desired them. When a sudden rise in demand occurred, new methods of faster, cheaper production was introduced and this gave rise to industrial revolution.

One of the biggest impacts of the industrial revolution was standardization.

Every product coming out of a factory had to look and function exactly the same.

Hand made things lost their value since they could not be made every time. They could also not be produced at the speed at which a machine could make products.

The industrial revolution also led to a loss of traditional careers and created a completely dierent career choice, the labour force. Rise of factories at an ever increasing pace led to the rise of workforce at an equally higher rate.

Standardisation was observed in the workforce too, where labourers were trained to do only specific tasks. This meant that the workers could be removed and replaced easily, making proficiency in jobs obscure. The self sustenance of people in society changed after the advent of industrial revolution, where each task required a kind of workforce. The work force had now become victims of the

system.

The industrial revolution lead to the invention of plastics that could be widely used and manufactured at cheap prices..

However, when one sees such a lucrative option, one tends to only look at the present gains while overlooking the future losses. No thought was put into what would happen to a product once it stops working. Could the material be used to make something else or would it stay on the face on the planet for eternity.

Factories were built in place of farms and farmers were forced to become labourers out of necessity. Factories were also built in place of forests which led to negative impacts on the environment.

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Instant abundance

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Mass production led to things being produced more and faster than ever before. There was a sudden increase in the number of goods available in the market. Use of machines and cheap raw materials meant that these products would be sold at extremely cheap prices.Even after buying the things that they usually needed people found themselves with lots of disposable income which in turn led to increase in consumption. Things which one never thought were needed in one’s life were suddenly looked at as necessities. Every product that a person could possibly think of was available and priced low enough for anyone and everyone to buy.

This phenomena is known as instant abundance.

Consumerism and Obsolescence

For most people, especially for kids, celebrating birthdays means getting gifts.

We love receiving things right from a young age and being able to buy them yourself is even better. Most teenagers do part time jobs to earn money to be able to buy things they want. The desire to buy things that we want, more than the things that we need is a part of consumerism.

Consumerism is an ideology that encourages the acquisition of goods and services in an ever increasing manner.

Planned obsolescence is a policy of producing consumer goods which become obsolete requiring more servicing and frequent changes.

Planned obsolescence is the production of consumer goods with artificially limited life and prevention of repair, so that they become obsolete after a given amount of time. When market becomes competitive companies are forced to increase lifespan.

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Shopping

The act of buying goods is called shopping.

We exchange money as value to get a product. Our willingness to pay while shopping depends on the value that the product adds to our life.

In order for the act of shopping to happen you need 4 major entities: the buyer, the seller, the product and the place. The place could be a physical or virtual space.

Offline shopping : when you go to a physical space to shop for products, the act is called offline shopping. The space could be any store or mall or local markets. All your senses get involved in this act of shopping, you can see the product, touch it smell it,taste it or hear it.

The “try before you buy” practice is put to use here.

Online shopping : when you log onto a web portal to shop for products it is called online shopping. You might be taking a risk by shopping for something you haven’t seen or felt, but it has other perks of its own like door-step delivery, cash on delivery, 30-day return policy and a wider variety of options.

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Tricks of the trade

A materialistic society can be catered to only by employing a lot of money and research into marketing and branding of products. People buy things when they feel that these products make them happier, better and more in life.

Many tricks and tactics are employed by companies to sell of their cheaply mass produced goods at enormous prices.

Selling aspirations or dreams being a major trick of the trade, people are brainwashed into thinking about a need for new, changed set of products which makes their dream life true. Outdating things, creating artificial demand, celebrity endorsements etc. make the unaware consumer assured of the need of a product in their life and help companies get millions of loyal customers who fall in the cycle of continuous consumption.

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Credit cards

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Credit cards are an easy and quick mode of payment in both online and oine transactions. It provides money from a line of credit which can be paid back later.

Most people prefer shopping with a credit card, forgetting the fact that it indebts them. They will have to repay the money someday. Credit cards disconnect you from the act of paying money, making you feel that you are hardly paying any money.

You end up buying more and more and are actually getting into heavy debt.

Club cards

Many stores and malls provide you with a club card. Through this card you get discounts, oers and points. This sounds like a lucrative plan but there are hidden agendas behind this. The cards record every purchase ever made by you, these records help the store understand your buying patterns and curate and modify their oers and discount to trick you into buying.

The points you get when you shop make you go back to the store again in order to redeem the point, thus turning you into a repeat shopper.

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Pre-shopping Decision Influencers

Many factors exist as our reason for shopping. These might be self induced like aspirations and need for things or externally influenced like peer pressure, envy and jealousy. We either choose a product depending on our own choices and priorities or we may choose a product because we have seen many people use it.

We buy for the convenience and utility the product oers. We sometimes buy to assure ourselves of our buying capabilities or because we lead a certain kind of lifestyle where value is attributed to hoarding of things. We buy because we think that the product would add certain value in our life, that it may make us feel a certain way or that it may change the way people look at us.

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Post-shopping Decision Influencers

Your brain does not stop aecting you once you are done shopping. The moment you buy all you want, other emotions take over your brain. Happiness of having bought a new thing. Stress of having spent money.

These emotions play a huge role in your experience with the product. They either provide you with temporary joy, in which case you turn into a repeat shopper; or they give you satisfaction through which you form a good relation with the product on long-term. The eect of these post shopping experiences are reflected on your future shopping behaviour.

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Life Cycle Analysis

Every product goes through various stages from raw material till its disposal. Life Cycle Analysis is a technique for assessing the environmental impacts that occur during all stages of a product Ě s life cycle The lifecycle of a product can be linear or circular.

The stages include: Raw Materials Production Distribution Marketing Purchase Use Maintain Dispose Repair Upcycle Resell Recycle Reuse We analysed the inventory needed for every stage and the impact caused by it.

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Raw materials

Inventory

Impact

Natural+artificial On land Underwater Petroleum Animals Elements Minerals Metals Water Mining Agriculture Farming Plants Labour Renewable Non-renewable

Biodiversity Extinction Deforestation Transport Carbon footprint Workers Animals Environment Flood Calamities Pollution Global warming Third world countries Rich poor divide Economic exploitation

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Production

Inventory

Impact

Processes Techniques Transport Machines Packaging Land Place Factory Labour Electricity Maintenance Raw materials Custom made Mass produced Quality Testing labs Storing

Consumerism Human health Environment Animals Occupational hazards Pollution Waste Carbon footprint Disposal

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Distribution

Inventory

Impact

Global Local Transportation Modes of transport Packaging Online Oine Trade Labour Storage Warehouses Business Strategies Retail Wholesale Taxes Tolls Customs

Pollution Occupational hazard Hoarding to create scarcity Carbon footprint Environment

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Marketing

Inventory

Impact

Billboards advertisements Aesthetics Trials Strategy Labourers Pricing Sponsoring Brand ambassadors Promotion Schemes Oers Discounts

Compulsory consumption Finance Greed+envy Inadequate Craving Standardisation Psychology Buying behaviour Depression Pester power

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Purchase

Inventory

Impact

online Oine Retail Wholesale Money Bank Selling tactics Gifting Emotions Employment Hoarding Advertising Free Paid Oers Land

Credit Loans Availability Instant gratification Impulse buying Happy victims Compulsory buying Wants becomes need Clutter

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Use

Inventory

Impact

Personal Shared Everyday use Temporary use Longterm use Economic conditions Need Want luxury Geographical context Rough use Careful use Tangible Intangible Physical use Mental use

Pollution Materialist values increase -> concern for nature goes down Health Instant gratification Things you use -> things you use up We use product -> what the product uses

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Maintain

Inventory

Impact

High maintenance Low maintenance In house Out sourced Frequent Occasional Internal External Planned Unplanned Equipment Good Bad Spaces-- labour

Environment Health Investing time and money Things last longer

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Dispose

Inventory

Impact

Lack of awareness of options Loss of value Subjective Quality of things Design for the dump How do you dispose?

Place Dierent kinds of waste wet + dry

Health Lack of information Manmade calamities Infertile land Giving out harmful substances Pollution Landfills Waste of space

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Repair

Inventory

Impact

Self done Expert Tools Scale of repairability Technique Jugaad Professional Space Knowledge Designed for disassembly Preventing catastrophe Warranty Spare parts Customer service

Increase in knowledge Transparency in products Decreases production Decreases pollution Discourages the use and throw culture Intentional obfuscation(obscurity) Prolonged product life cycle Less waste

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Upcycle

Inventory

Impact

Creative decision Repurpose Technique Designed for disassembly Cradle to cradle waste= raw materials

Increase in value Satisfaction Spare parts Disassembly industry Financial savings Upcycling industry More energy eďŹƒcient than recycling Less waste Less production Longevity Sustainability

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Resell

Inventory

Impact

Monetary value Income To an individual To an organisation Advertising New goods Old goods Information(how used the product is) Established platform Formal Informal Refurbish Repair Self outsourced Buy from sellers Financial calculations for profits Risk Information exchange

Possibility of repurpose Declutter More value for someone else Creation of a flow Reduced pollution Selected category Consumer goods More value for buyer Reduced pollution Reducing waste New life to product

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Recycle

Inventory

Impact

Processes Techniques Segregation Preplanning Energy awareness accessibility Self Organisation Space Labour Knowledge Information Is it a fad?

Reduces impact on nature Design for dismantle Reduces landfills Reduces pollution Scope for process development Material development Ripple eect Longterm Energy consumption

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Reuse

Inventory

Impact

Careful use Lesser financial requirement Risk Correct information Seeing more value in things Time period of use

Decreases production Decreases pollution Financial savings Less waste Prolonged product life cycle Maximum value Satisfaction Care for products

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You + Product

Various systems are involved when a person interacts with a product

Sensory system

Visual - illumination, colour Olfactory Auditory Gustatory Tactile - material properties

Motor systems

Dexterity Parts - hands, legs, head, whole body

Cognitive system Logic Decisions Instincts

Ownership Personal Social

Environment around the product While buying While using

User

Gender Age geography

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Personal Impacts

Psychology (memories + experiences + emotions) Dependence Dopamine eect Indulgence Defining lifestyle Things as definition of self Things as security

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Macro Impacts

Ripple eect Landfills Care for nature reduces Personal level impacts.

Rich - poor divide Health Mental health Light pollution sleep(something) Resource depletion Hidden impacts Person and community detachment

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Case Studies

Zero waste girl

Lauren Singer a.k.a the zero waste girl, is an environmentalist who promotes zero or least waste lifestyle. She encourages people and shows them how to lead such a lifestyle by coming up with renewable, reusable and minimal ways of doing things. Her conscious decision to live sustainably originated from seeing all the waste around her. She herself till date has produced only a jar-full of waste since, she started of a year and a half ago.

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Jon jandai

Project 333

Jon jandai is an organic farmer from northeastern Thailand. Having spent his early years in the farms of Chiang, he shifted in his 20’s to the city of Bangkok to try and earn a living. He describes the experience to be hard and unnecessary.

Jon went on to create Pun Pun Centre for Self-reliance, an organic farm outside Chiang Mai, with his wife Peggy Reents.

Pun Pun is also a centre for sustainable living and seed production, focusing on bringing rare seed back to use. Jon currently is trying to find easier ways for people to fulfill their basic needs. He is inspiring many in Thailand to focus on happiness and sanctitude in Life, because as he says- “Life is easy, Why do we make it so hard”?

Project 333 is a minimalist fashion challenge that invites you to dress with 33 items or less for 3 months. Started by Courtney Carver in an attempt to declutter her wardrobe, she discovered how minimal clothing that matches with each other is sufficient to dress one perfectly.

Courtney feels that if all your clothes fit you well and pairs up well with each other, the stressful act of trying to figure out what to wear can be avoided. Her question of “How it has to be intentional to practise grace and gratitude, but stress, busyness and frustration are second nature” is valid in this current pursuit for achieving more.

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The minimalists

The minimalists Joshua Fields Millburn & Ryan Nicodemus quit their high earning corporate jobs to find meaning and happiness in their lives. They felt that they had too many things that cluttered their life and had no relation with these things.

The journey of decluttering and finding value in things is what the minimalists want to show the world. They recommend on making room for more experiences than things. Now they help over 20 million people live meaningful lives with less through their website, books, podcast, and documentary.

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Joan Cunnane

Marie Kondo

Joan cunnane a 77 years old, labelled the world’s most prolific ‘shopaholic’ would spend her days shopping from 9am to 11pm. She was found dead under the piles of her hoarded stuff in her house after apparently going missing for 11 days.

Marie Kondo is the author of New York’s best selling The Life-Changing Magic of Tidying Up and acclaimed tidying consultant who has inspired many to lead a decluttered life. She believes that “The value and happiness we derive from our possessions is the reason why we should own”.Discarding is not the point,what matters is keeping those things that bring you joy.

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Systems map

Materialism

Consumer Behaviour Consumerism

Economy

Shopping

Marketing

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Global Warming

Lifestyle

Fast Paced Life

Instant Gratification

Relationship with products

Addiction

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Stakeholders

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farmer workers makers designers policy makers drivers brand ambassador retailers sellers consumer family / friends cleaners repairers upcyclers rag pickers kabadiwala secondhand buyers resellers refurbishers sorter recyclers reusers waste collectors

Entities

government company (seeds, fertilisers) MNCs small scale industry transportation packaging storage warehouses advertising agency shopping mall retail stores bank online service tools + spare parts disassembly industry sorting industry recycling plant reseller platform municipality landfills Incinerators

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Analysis

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It is a wicked problem because consumerism and obsolescence go hand in hand and lead to the ever rising pile of waste in landfills. Production of goods increases, but the capacity to handle the waste it produces doesn’t.

It is relevant to systems design because consumerism is the eect of a system of producing new and better goods continuously.

This topic overlaps a lot of domains like waste and recycling, circular economy, alternative sources of energy, environment, pollution, global warming, resource management and health and hygiene, behavioural change.

Redefined Brief

Tackle materialism by reducing how possessions control us and in turn add more meaning to life To tackle the impacts of materialism on self and surroundings by utilizing a product to the fullest.

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Possible Interventions

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Many possible interventions were ideated and debated about to find out exactly what could be done. They were all voted on to see which ideas the entire group felt were valid to be taken further.

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Grouping

All the ideas were divided into four main groups for better understanding.

Eectiveness and possibility of ideas was easier to understand through grouping.

Education

Rules and regulations

Formal Education(Courses, school, college) Workshops and camps Speculative (provocative) Art as a medium of education- games, media, festivals, posters, graďŹƒti, songs, skits Transparency Value creation

Government level intervention Individual level intervention Company level intervention Making people accountable

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Ethics

Self-sustainability and less buying

Nature and animals Labour Stages in the Life Cycle of a product

Ethical production Maker culture Lifestyle Sharing, co-creation, exchange Purchase regulation New professions Regulating demand and supply Marketing tricks Reuse - upcycle, recycle, repair, resell theshift5.wordpress.com

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Interventions for Iteration

Professions of the future

Formulating different professions which could help solving this problem or would arise as a result of this problem

Ripple effect app

an app which tells you the ripple effect of the things you buy on the world you live in

Speculative idea

making people think about the scary future of our current shopping

Mini circular economies

one man’s trash is another man’s treasure.

Making connections between people whose waste and raw materials are closely related

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Reduced fashion

New ethical systems

Gamification

Easy to repair

We care stores

No billboard world

clothes meant to be worn in many ways with a more durable cloth. Would reduce the total number of clothes one buys

making people subconsciously aware about problems. Encouraging discussions in a friendly environment

stores which repair, recycle, upcycle and resell.

systems that promote local industries and sustainable production techniques

products would be made in such a way that anyone can easily repair. Spare parts would be made accessible along with service manuals

restriction on hoardings and advertisements in order to reduce the psychological impacts

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What works?

After iterating on the selected solutions, we came down to three final ideas. The effect of the three ideas was spread across the different stages of the life cycle of a product.

The effectiveness of the ideas was validated with the help of Foggs behavior model (FBM) FBM is a tool used to understand behaviour change. The FBM has three principal factors and All three factors must be present at the same instant for the behavior change to occur

Motivation

Self drive to perform task

Ability

Skills required to perform task

Triggers

Prompts, cues, calls to action Spark is a trigger that motivates behavior.

Facilitator makes behavior easier.

Signal trigger indicates or reminds.

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Fix - it

Service model

A web platform where users can find and access repairers and upcyclers in their locality and get the products repaired or upcycled.

Desired change

Connect people who want to reuse to skilled locals who repair.

Area of impact

Awareness of the local repair people Purchase Use Repair Upcycle Dispose

Facilitator Trigger

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Company pitch

Company Pitch

Impacting on the production level Help companies rethink what they produce and how they produce.

Desired change

Make the manufacturers realise and produce according true needs of the consumers.

Area of impact Raw material Production Marketing Purchase Use Dispose

Spark Trigger

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The Shift Pop-up

Pop up space

The shift is a pop up space which moves from city to city and is organised in a centrally located community area. In this space activities like repairing, upcycling and sharing are propagated by using local knowledge and resources.

Desired change

Make people follow an alternative mindful life.

Area of impact Distribution Purchase Use Dispose Repair Upcycle Awareness Sharing

Spark Trigger Facilitator Trigger Signal Trigger

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Execution

As a way of testing one of our solutions, we set up a pop-up space in the National Institue of Design, Ahmedabad. The space included various activities like exhibitions, games, upcycling workshops and discussions.

The idea was to see: How a community reacts to a space like this.

How waste of a community could be used eectively within the community.

How local resources and techniques could be used eectively.

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AďŹƒnity Mapping

AďŹƒnity mapping is a process of putting words related to the project together and then grouping them according to their relativity to each other. The groups are then given names to get a wider understanding of the project.

Key factors for behaviour change

Cult of materialism

Ethics Tipping point Change in mindset Defeating the urge Tips Education Transparency Accountability Pressure to perform Awareness Rules and regulations Shift Provoke Constructive worry

More Materials as investment Materialism Compulsory consumption Cult Clutter Big, better, more Possessions Product bulimia Commodification Luxury Compulsive buying disorder Acquisition

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Tricks of the trade

Products

Brainwashing Shopping malls Offers and sales Online shopping Need for change Tactics Branding Discount and offers Sensory marketing Marketing Artificial demands Green-washing Market segmentation Stores Consumer behaviour Advertisements Planograms Fashion Trends Outdated American dream Updating Buying Credit cards Product attraction Fear of failure Shopping Club cards Packaging Options in options Endorsement Markets

Clothing Hand me downs Unnecessary things Stuff!!

Organic Natural Inherited objects Exclusive things Man made Gifts Long term Short term Durable Freebies Multi-functional Unaware Use and throw mentality Fake

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Ideology

Life Cycle Analysis

Quality vs quantity Communism Co-living Zen Freeganism Slow Minimal life Good life Spiritual Minimalism Quality of life

LCA Rental Product life cycle Reuse Repair Upcycle Consume Maintain Reduce Donate Transport Exchange Sharing Production Service Design Distribution Dispose

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Decision influencers Pre-shopping

Decision influencers Post shopping

Price comparison Purchase power Income Limitation Constraints Dissatisfied life Likes Gut reaction Status Dreams and aspirations Mortality YOLO Wants Band wagon effect Peer influence Choices Just in case Mood Easy access Convenience Tradition Desire Facebook and insta envy Identity Personality Priorities Trust of brand Needs Emotions Shopping list Social media FOMO Product broz Craving Lifestyle Show-off Psychology Anti-boredom

Greed Stress Instant gratification Temporary joy Habituation Happiness Insecurity Compensating for our deficiencies Satisfaction Depression Fulfillment Memories Pleasure Endowment effect Addiction

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Solutions

You + Product

Maker culture DIY Speculative Jugaad Make in india Swachch bharat Conscious consumption Gratification Design for dismantling Resource management Zero waste Instructables Co-creation Buying limits Sustainable Power shopping Circular economy Ethical production Open sourcing Capsule wardrobe Warranty Creative consumer Indian context Relevance Credibility Utility

Experience Dependence Value of things Dopamine eect Mental health Product experience Stress busters Utility Relations Benefits Politics of products Indulgence Lifestyle Product interaction Relationship with things Objectophilia Things as definition of self

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Drivers of materialism

Macro Impacts

Prosperity gospel Migration Things as security Consumerism Over-production Economy Hidden agendas of company Globalization Instant abundance Employment Debt Localization Supply and demand Availability of labour Extinction of professions Import export Local Obsolescence Automation Industrial revolution Money Price Technology FMCG MNCs Fastlife slow minds War economy Shifting economy

Impact Ripple eect Synergistic Landfill Health Rich-poor divide Yin-yang Care for environment decreases Resource depletion Personal and community Carbon footprint Global warming

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Giga Map

MANUFACTURE

DISTRIBUTION

MARKETING

Companies use mass production every day to get their products onto store shelves. Design, automation and human labour are integral parts of manufacturing.

Distribution involves storage, transportation, packaging, and delivery of goods to reach the place of sale. Speed and efficiency are crucial factors for distribution.

Marketing plays an important role in the sale of goods and influences consumer behavior. Marketers have several tricks and strategies to sell more.

In this fast paced world, We have lost track of what we really need and don’t think twice about our actions. We have become a part of the use and throw culture and always seek instant gratification. We are constantly looking for new products, improved versions, updates and never ending trends. Thus falling prey to consumerism.

Keynesian theory states that a person spends depending on how much they earn

Tactics Sensory tapping Planograms Greenwashing Creating options in options Endorsements Arrangement Trends, updates and upgrades Creating artificial demand

What are possessions?

Things that are owned or possessed by you are known as possessions. Here it refers to consumer products and fashion.

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Shopaholic Happy Victim Green Washer Offer Seeker Smart Shopper Collector Minimalist Pesterer

Here is a look into the system of materialism to find what values products hold in our lives, to understand why we buy things, how we get attached to them and what happens to them once we are done with using them.

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DISPOSE Disposal of products is happening at alarming rates leading to increase in landfills.

4.7 million tonnes of garbage is generated daily in the world. It is expected that by 2025, 6 million tonnes of garbage will be generated daily.

PURCHASE Desired change Connect people who want to reuse to skilled locals who repair.

People purchase things based on price, features, reviews and other criteria. There is a ma jor shift in trend of shopping. More people have shifted to online platforms for purchase.

Studies show that in India, 48% of the respondents visited the mall only once a month and 74% of the respondents spend 2-3 hours on an average per mall visit.

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A web platform where users can find and access repairers and upcyclers in their locality and get the products repaired or upcycled.

Area of impact Awareness of the local repair people Purchase Use Repair Upcycle Dispose

Foggs behavior model (FBM)

Value of products People associate more value to things which have an emotional connect like gifts or inherited objects.

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Desired change Make the manufacturers realise and produce according to the true needs of the consumers.

Motivation: Low Ability: High

Spark as trigger How ?

Help companies rethink what they produce and how they produce.

Area of impact Raw material Production Marketing Purchase Use Dispose

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The shift is a pop up space which moves from city to city and is organised in a centrally located community area.

The space allows a person explore and engage with an activity of their choice.

In this space activities like repairing, upcycling and sharing take place, using local knowledge and resources. Thought provoking exhibits are also part of the space.

There are games in the space for people to play and understand concepts like materialism.

Motivation: High Ability: Low Motivation: Low Ability: High Motivation: High Ability: High

Facilitator, Spark and Signal as trigger Area of impact Distribution Purchase Use Dispose Repair Upcycle Awareness Sharing

!”

System Design 2017 Archana Valecha Ashwathy Satheesan Shilpa Sivaraman Soora j S S Vyoma Haldipur

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Guide Praveen Nahar National Institute of Design

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