Open and Distributed Design for Sustainability The University-led SunRide project to diffuse sustainable mobility, supported by a web platform enabling incubation, open innovation, crowdfunding and implementation.
Master degree in Product Service System Design Supervisor: Carlo Vezzoli Assistant supervisor: Susanna Sancassani Thesis project by Andrea Remondini - 796846 Academic year 2014-2015
Open and Distributed Design for Sustainability The University-led SunRide project to diffuse sustainable mobility, supported by a web platform enabling incubation, open innovation, crowdfunding and implementation.
Master degree in Product Service System Design Supervisor: Carlo Vezzoli Assistant supervisor: Susanna Sancassani Thesis project by Andrea Remondini - 796846 Academic year 2014-2015
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_INDEX
ABSTRACT 12
PART ONE: THEORETICAL FRAMEWORK 1.1_SUSTAINABLE MOBILITY 20 _Introduction to Sustainable Mobility 20 _Mobility as key factor for socioeconomical development
22
1.2_PSS INNOVATIONS: A PROMISING APPROACH TOWARDS SUSTAINABILITY 24 _Sustainable PSS 29 _Sustainable PSS classification
30
_Sustainable PSS potential benefits
32
_Sustainable PSS applied to Distributed Renewable Energies
36
1.3_PSS INNOVATIONS WITHIN THE AUTOMOTIVE SECTOR
40
_Sustainable PSS innovations as win-win model
40
_Barriers to the introduction of PSS innovations
43
PART TWO: THE DESIGN WITHIN OPEN INNOVATION CONTEXTS 2.1_INTELLECTUAL PROPERTY RIGHTS 52 _Objectives of IPRs
62
_How IPRs contribute to human development
63
_IPRs Governing laws
64
9
_Criticisms around IPRs
66
_The copyleft alternative
69
2.2_OPEN INNOVATION 72 _Open Innovation definition
72
_Case studies
74
2.3_OPEN SOURCE AND OPEN SOURCE HARDWARE
76
_Open Source definition
76
_Open Source Hardware definition
78
_OSH treatment and 3D printing
81
_Case Studies 82 2.4_CROWDFUNDING 86 _Case Studies 88 2.5_CREATIVE COMMONS LICENSING SYSTEM 90 _What is Creative Commons 90 _The very essence of the organization
90
_The licensing system 90 _Creative Commons Licenses and icons
92
_Case Studies 94 2.6_RESEARCH CONCLUSIONS: THE ROLE OF DESIGN WITHIN OPEN INNOVATION CONTEXTS 98 2.7_THE ROLE OF UNIVERSITIES WITHIN OPEN SOURCE CONTEXTS
100
10
PART THREE: CONCEPT DESIGN: THE SUNRIDE SYSTEM 3.1_THE MULO PROJECT AND THE OPEN INNOVATION PROJECT
110
_Introduction to the topic
110
_A platform for the Mulo system
110
3.2_THE DESIGN BRIEF AND REQUIREMENTS
116
3.3_THE VALUE OFFERING 118 _A universities’ led PSS
119
_ Investing in Sustainable Mobility within low and middle-income contexts
121
3.4_SYSTEM STRUCTURE 122 _Stakeholders involved
122
_How does the SunRide system work?
128
_Stakeholders motivation matrix
142
3.5_INTELLECTUAL PROPERTY RIGHTS MANAGEMENT
146
3.6_AN ENABLING WEBSITE 152
PART FOUR: THE SUNRIDE PLATFORM PROTOTYPED 4.1_WEBSITE LAYOUT 164
11
4.2_HOMEPAGE 168 4.3_PROJECTS MAP 174 4.4_PROJECT ACTIVATION 196 4.5_RESOURCES 198 4.6_ABOUT 208 4.7_INTELLECTUAL PROPERTY RIGHTS MANAGEMENT
216
4.8_TERMS AND CONDITIONS 222
PART FIVE: NEXT STEPS AND PROJECT CONSIDERATIONS 5.1_NEXT STEPS 232 5.2_PROJECT CONSIDERATIONS 242
REFERENCES AND CREDITS 248
ACKNOWLEDGEMENTS 254
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ABSTRACT_ENGLISH
This thesis starts from a master thesis
development of a web platform’s
project: the design of a solar-powered
prototype to support such project.
four-wheel light vehicle developed at
The Web Platform works to support
Politecnico di Milano, which led to a
Open Projects for its incubation to its
functioning prototype. Subsequently
implementation. Such projects are the
other master thesis followed to
way to evolve and further improve the
develop diverse variants within low
vehicle by exploiting the power of the
and middle-income contexts, using
Crowd; users participate and submit
the original drawings, hence, turning
their own vehicle design according to
such project into an open project
the project requirements. Here Open
which involved local universities and
Innovation takes place: materials and
different students. In one case so far a
resources are open source, they can be
second prototype was designed and
used as inspiration or even modified by
prototyped and tested in Cape Town
other users to propose more and more
for the transportation of people with
qualitative ideas.
disabilities. The research phase was carried out This thesis, by exploiting such basics
on the Open Innovation phenomena
and experiences, aims at designing a
and on the Intellectual Property
Product-Service System consolidating
Rights Management to be applied
such experiences into and effective
within an Open Source design and
and structured project to design and
implementation process, where the
diffuse sustainable mobility, promoted
creative effort of users can become an
and supported by universities through
intellectual resource for other users. The
an Open and Distributed Design
Creative Commons Licensing System
for Sustainability, Crowdsourcing
help authors protect their copyrights
and Crowdfunding. It led to the
and share their works without getting
13
damaged: with this strategy anyone can
institutions involved) - with their
legally build upon each other’s ideas.
invaluable creativity.
The Platform is Crowd-led also for financially support the projects; the
• Crowd of user - for their financial
emerging success of Crowdfunding
support, they have the power to bring
approach should facilitate the
the innovation alive.
investment of a promising design solution.
• Local Producers - to produce and implement the new designed vehicle.
The System Design Concept was
Their involvement beforehand is also
focused on the involvement of different
an attempt to start a self-sufficient
stakeholders to increase the project
business ecosystem, as it is often very
success:
difficult to achieve in those realities due to a lack of resources.
• Universities - as project promoters, as well as pool of
In this thesis diverse design
resources and networking.
methodologies have been used
For every project, Politecnico di
in order to achieve such results,
Milano and Brunel University of
precisely Sustainable Product-Service
London are the promoters and
System Design (with more focus on
they start a partnership with a local
Service Design), Interaction and User
University showing interest to design
Experience Design.
sustainable mobility for a locallybased need. • Crowd of Designers (mainly design students form the partners
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ABSTRACT_ITALIAN
Questa tesi parte da un progetto di
ha portato allo sviluppo di un prototipo:
tesi: la progettazione di un veicolo
una piattaforma web per sostenere tale
a quattro ruote ad energia solare
progetto.
sviluppato presso il Politecnico di
La piattaforma web funziona per
Milano, che ha portato ad un prototipo
sostenere progetti aperti per la
funzionante. Successivamente si
loro incubazione e attuazione. Tali
susseguirono altre tesi di laurea per
progetti sono il modo di evolvere e
sviluppare diverse varianti in contesti
migliorare ulteriormente il veicolo
a basso reddito, utilizzando i disegni
sfruttando il potere della massa;
originali trasformando tale progetto in
gli utenti partecipano e inviano il
un progetto aperto che ha coinvolto
proprio concept del veicolo in base
università locali e diversi studenti.
alle esigenze del progetto. Qui avviene
Finora un secondo prototipo è stato
l’Open Innovation: i materiali e le risorse
progettato, prototipato e testato a Città
sono a sorgente aperta, possono essere
del Capo per il trasporto di persone
utilizzati come fonte di ispirazione o
disabili.
anche modificati da altri utenti per proporre sempre idee di crescente
Questa tesi, sfruttando tali basi ed
qualità.
esperienze, si propone di progettare un sistema di prodotto-servizio per
La fase di ricerca è stata effettuata
consolidare queste esperienze in
sui fenomeni di Open Innovation e la
un progetto effettivo e strutturato
gestione della proprietà intellettuale da
per progettare e diffondere mobilità
applicare all’interno di un processo di
sostenibile, promosso e sostenuto
design aperto, dove lo sforzo creativo
dalle università attraverso un design
degli utenti può diventare una risorsa
aperto e distribuito per la Sostenibilità,
intellettuale per altri utenti. Il sistema di
Crowdsourcing e Crowdfunding. Essa
licenze Creative Commons proteggono
15
i loro diritti d’autore dando, allo stesso
• Progettisti (principalmente
tempo, la possibilità di condividere i
studenti di design dalle università
lavori senza danneggiarli: con questa
partner) - con la loro inestimabile
strategia chiunque può legalmente
creatività.
costruire sulle idee altrui. La piattaforma è condotta dalla
• Massa di utenti - per il loro
massa di utenti anche per sostenere
sostegno finanziario, hanno il potere
finanziariamente i progetti; il successo
di portare in vita l’innovazione.
emergente del crowdfunding dovrebbe facilitare l’investimento di una
• I produttori locali - per la
soluzione progettuale promettente.
produzione e l’attuazione del nuovo veicolo progettato.
La progettazione del sistema è stato
Il loro coinvolgimento anticipato è
incentrato sulla partecipazione di
il tentativo di avviare un ecosistema
diverse parti importanti per aumentare
di business autosufficiente, spesso
il successo del progetto:
molto difficile da realizzare in quelle realtà a causa di una mancanza di
• Università - come promotori di
risorse.
progetti, così come bacino di risorse e di contatti.
In questa tesi sono state usate diverse
Per ogni progetto, il Politecnico
metodologie progettuali al fine di
di Milano e la Brunel University di
raggiungere i risultati ottenuti, Sistema
Londra sono i promotori e iniziano
di Prodotto-Servizio per la sostenibilità
una collaborazione con un’università
(con maggiore attenzione per il Service
locale che mostra interesse per
Design), Interaction e User Experience
la progettazione di una mobilità
Design.
sostenibile su base locale.
Š Graham Crumb_ Wikimedia Commons_CC-BY-SA
PART ONE: THEORETICAL FRAMEWORK
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1.1_SUSTAINABLE MOBILITY
The World Business Council for
centuries, has incredibly contributed to
Sustainable Development (WBCSD)
the higher standard of living that most
Mobility 2030 report defined
developed countries now have. This has
“Sustainable Mobility” as “the ability
consequently translated into a greater
to meet the needs of a society to move
energy usage: over the 30% of the world
freely, gain access, communicate, trade
energetic consumption is created from
and establish relationships without
the transportation sector.
sacrificing other essential human or
By 2030, approximately 60% of the
ecological value today or in the future”.
world population will live in cities, therefore increasing all the issues that mobility brings along with its benefits:
_Introduction to Sustainable
more pollution and more energetic
Mobility
consumption.
Modern countries rely very much on a
There is a urgent need to address
crucial element such mobility, mostly
those issues by making mobility
for the development of social and
more efficient, more technologically
economic growth, since it transforms
advanced and less environmentally and
economies into great economies and
socially disruptive and simultaneously
facilitates human interactions and
preserving the many positive attributes
living.
that make mobility desirable.
Great innovations such as the
Sustainable mobility takes into account
automobile made the twentieth century
alternative solutions of transportation,
the ‘golden age of mobility’ for many
such as car pooling, car sharing, bike
countries. The technology improvement
sharing, bike + train and reflect on the
that mobility underwent during the
necessity of moving (John Thackara, In
21
Š Erum Patel_Flickr_CC-BY
22
the Bubble). In many countries, low-
_Mobility as key factor for socio-
income inhabitants are excluded from
economical development
urban transport options. Transport is a key infrastructure sector: The socio-technical contexts that made
it can boost the economic growth
possible the phenomenon of growth
and is an crucial element of strategies
regarding transportation within western
for poverty reduction and general
societies, were mainly played by these
development. An improvements of
following big actors:
the infrastructures would reduce transport costs, resulting in a higher
• Political authorities, responsible
competitiveness.
of the construction and maintenance of public infrastructures for public
In particular in developing countries,
transportation.
the development of mobility is very important in order to bring to an
• Public authorities, responsible for
economic and socio-cultural growth,
public transportation management,
since mobility enables people to
which recently encouraged private
overcome distance, by providing the
investment.
essential links between production centres and markets, it would facilitate
• Private vehicle producers (cars,
the flow of goods and people along
trains and buses), free to experiment,
import-export channels, leading to an
develop and produce services.
economic growth. Design should be seen as an additional bridge between developed and developing countries in order to make
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the latter grow: by collaborating on
has to be improved towards a more
how to make a wise use of renewable
sustainable way.[1] [2]
energy systems, differently than western countries did. Nowadays they are trying to counter-balance the mistakes made in the past, like excessive use of fossil resources to name a few. Mobility is the key of a country development, and for this reason it
1 Silvia Emili, PSSD Master Thesis, Politecnico di Milano, Design of the transition strategy for a mobility PSS in Cape Town, 2013 2 Delfino, Remotti, PSSD Master Thesis, Politecnico di Milano, Design and implementation of a sustainable mobility PSS in Cape Town, 2011
movement of people access to basic services
access to information
justifies where to invest
create employment
MOBILITY
enhance development
improve well-being
enhance distribution of goods and services
achieve objectives
Figure 1.1_Sustainable mobility for social development
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1.2_PSS INNOVATIONS: A PROMISING APPROACH TOWARDS SUSTAINABILITY A Product service system (PSS) is a
detergent and electricity (and the
specific type of value proposition that
service that supply them), maintenance,
shifts the business focus from selling
repair and disposal services.
products to offering a combination of
In the case of a traditional product sale,
products and services jointly capable
the producer of the washing machine
to fulfil a final customer satisfaction
has an interest in reducing material
(Goedkoop et al. 1999; UNEP 2002).
and energy consumption during the production phase (as well as the
To make this concept clearer, an
producer of the detergent and the one
example from a UNEP publication
of the electricity) but he has no direct
(UNEP, 2002) will be shown: satisfaction
economic interest either in limiting
unit of having clean clothes, there is
consumption during use or reducing
the need of a washing machine, water,
the impact of the resulting waste in the
As a company, you think about environmentally favourable ways of enhancing growth and competitiveness of your business
As a government, you are concerned about maintaining a sound economy and a healthy environment for all
As a citizen, you want to make responsible purchase decisions and improve your quality of life without adversely affecting the environment
PRODUCT SERVICE SYSTEMS. A WIN WIN SOLUTION
Government promotes more sustainable production and consumption patterns
Companies provide a service instead of a tangible products
Consumers buy a service to fulfil their needs instead of buying a product
Figure 1.2_PSS: a winning solution (adapted from UNEP Division of Technology, Industry and Economics)
environment.
type of business model permits to
Thus, talking about system innovation,
generate profit selling performances
it is meant an innovation that involves
instead of goods.
all the different socio-economic stakeholders of this satisfaction system.
In a traditional market the stakeholders involved in the process tend to optimise
PSS embodies a specific type of value
their own “segment, since they are
proposition that shifts the business
responsible for their phase of the cycle.
focus from selling products or services
The designer sits at the centre,
(as in the traditional economic model),
emphasising that he can influence
to offering a combination of products
the resource optimisation in different
and services jointly capable to fulfil a
phases but not necessary linking other
final customer satisfaction. This specific
part of the value chain.
TRADITIONAL PRODUCT SALES
Figure 1.3_Product sales versus PSS (adapted from UNEP, division of Technology, Industry and Economics)
25
INNOVATIVE ALTERNATIVES. PRODUCT-SERVICE SYSTEMS
Consumer buys a washing
Consumer rents a washing
Client buys a service from a company
machine to clean cloths in
machine to clean cloths in
(laundry) to clean cloths (company
house/hotel
house/hotel
determines best equipment and methods based on client’s needs)
Client owns, uses and stores
Company retains ownership
Company owns, maintains and stores
washing machine. Consumer is
of washing machine and is
the cleaning equipment including
responsible for maintenance and
responsible for maintenance.
washing machine. Company is
the “quality” of the cleaning
Client is responsible for use and
responsible for “quality” of the cleaning
“quality” of cleaning Initial investment for consumer
Consumer costs are spread over
Consumer costs are spread
could be considerable
time (they pay a low initial deposit
over time (they pay per wash)
and then pay per wash) Consumer ultimately disposes
Company is responsible for
Company is responsible for
of washing machine and buys
disposal and has incentives to
disposal and has incentives to
replacement
prolong use of product, reuse
prolong use of product, reuse
component and recycle materials
component and recycle materials
26
discrete resources optimization: phase-based (e.g. producer)
life cycle (system) resources optimization: product function-based
e.g. washing machine, function: clothes washing
Figure 1.4_Stakeholders in a product life cycle: discrete vs system resource optimisation
e.g. washing machine
e.g. detergent
e.g. maintenance service
Wide system resources optimization: solution based
e.g. solution = to have clothes washed
discrete resources optimization: phase-based (e.g. producer)
life cycle (system) resources optimization: product function-based
27
Figure 1.5_ Stakeholders in a product and services life cycle mix
28
Three main PSS features:
A shift from selling products to provide satisfaction, which means the fulfilment of a particular customer demand. Customer does not pay for the product but per unit of satisfaction delivered.
Change in product and resource ownership: the partnership providing the PSS keeps the ownership of all products part of the solution and consequently the relationship between producer and user does not end after the transaction.
Innovative network of stakeholders, considering changes in the supply chain structure and new actors configuration due to different interactions and partnerships between the stakeholders. Figure 1.6_PSS main features
In contrast, the PSS approach, moves
emissions) because the stakeholders’
away from phase based servicing
interests head to the same purpose.
and resource optimisation, to system
When the full system uses fewer
resource optimisation which is utility
resources, it has a definitively lower
based.
overall cost and the gain can be shared among the various stakeholders.
In the traditional model there is no
If this notion of whole system
coincidence between economic value
optimisation is moved beyond a single
for individual stakeholders and overall
product life cycle to an interconnected
systemic resource optimisation.
series of product and service life cycles,
On the other hand, the potential eco-
therefore the potential for eco-efficiency
efficiency of a PSS relies on system
gains becomes even greater.
optimisation (in resource use and
29
_Sustainable PSS
• Customer-oriented: an approach to design the relationship between
A new design approach is needed in
the customer and the actors
order to develop and implement a
producing and delivering the PSS
sustainable PSS.
(Baines et al. 2007);
This is essential in order to move from product thinking to system thinking,
• System sustainability: an
and breakdown the business as usual
approach towards PSS eco-efficient
attitude (Manzini et al. 2001; Manzini
and socially equitable and cohesive
and Vezzoli 2003).
(Vezzoli, 2010).
The new design approach can be listed
Designers who have this new design
in four main parts:
approach should have new main skills to generate and develop sustainable
• Satisfaction-system: an approach
PSSs: like the ability to design an
of shifting from a single product
integrated system of products and
or service to the combination of
services fulfilling a particular demand
products and services capable to
of satisfaction, the ability to promote
fulfil the give demand of satisfaction
and facilitate new socio-economic
(Vezzoli, 2010)
stakeholder interactions, the ability to promote and facilitate participated
• Stakeholder configuration: the
design between different stakeholders
approach to design the configuration
and the ability to orientate the above
of the stakeholders network and the
processes towards eco-efficient and
interactions occurring between them
sustainable solutions (Vezzoli 2007).
(Vezzoli, 2010) In addition, the socio-ethical dimension
30
can be classified in three socio-ethical
_Sustainable PSS classification
groups: benefits for customers, benefits for the value chain and benefits for the
PSS system can be classified in three
society as a whole.
main areas:
These aspects in a PSS allow to improve many other societal fields: like
• Product-oriented PSS: services
improving the quality of life, enable a
provide added value to the product
responsible/sustainable consumption,
life cycle. It can be defined as a value
increase equity and justice in relation
offer where a company (or an alliance
to stakeholders, integrate weak and
of companies/stakeholders) puts
marginalized people in the value
at his offer centre the product and
chain, as well as creating new business
additional services complete the
opportunities for entrepreneurs.
offering. This strategy guarantees an
Š Kate Ausburn_Flickr_CC-BY
improved life cycle performance of
31
the product (sold to the customer).
own the product that provides it and
This type of PSS reduces the user’s
the payment regards only the time
responsibility in the use and/or
the product’s actual usage.
disposal of the product. • Result-oriented PSS: services • Use-oriented PSS: services
provide a “final results” for customers.
provide an “enabling platform” for
It can be defined as a value offering
customers. It can be defined as a
where a company (or an alliance of
value proposition where a company
companies/stakeholders) provides
(or an alliance of companies/
a customizable mix of services (in
stakeholders) offers access to
order to substitute the purchase and
products, tools, opportunities or
use of products), in order to provide
capabilities that enable customers to
a specific final result to meet the
get the results they want. The client
customer’s satisfaction.
gets the desired utility but does not
32
_Sustainable PSS potential
to the changing market and customers
benefits
preferences (UNEP, 2002). Environmental benefits:
A proper PSS design can generate
• Extend the product life span,
different benefits, the categories
facilitating repair, upgrading and
touched are: economic and
reuse of components.
competitive, environmental and socioethical.
• Intensify product’s use because
Economic and competitive benefits:
more people use the same product at
PSSs can improve the competitiveness
different times.
of the stakeholders involved. Market opportunities arise, as well as an
• Extend materials’ life, re-
improved strategic positioning, thanks
processing scrapped products.
to the shifting towards a PSS-oriented business strategy. (Goedkoop et al.
• Reduced use of resources in order
1999; Wise and Baumgartner 1999;
to diminish the usage of materials
Manzini et al. 2001; UNEP 2002; Mont
and energy of a given product in all
2002).
its life cycle phases.
This can be seen as a differentiation of the offering strategy from the traditional
Socio-ethical benefits: these benefits
product-based ones: it can provide an
can be grouped in two main clusters:
added value to the customers because
benefits for the customers and for the
it is possible to obtain the requested
society as a whole: for the customer,
satisfaction without large investments
PSSs may improve the quality of life
into products, as well as establishing a
because it increases the value of the
longer relationships with customers. It
offer and the derived satisfaction
can reply much more rapidly and easily
(Tukker et al. 2006).
In context with fewer economic
dissemination of skills (UNEP 2002),
possibilities (i.e. low-income and
to new business opportunities for
emerging contexts) customers have
entrepreneurs, as well as a stronger
much more access to products and
role for the local economy because
services since the PSS does not require
of the focus on the context of use
the payment for the full value of the
and consequently the enhancement
offering.
of local resources, by safeguarding,
The main benefits for the society as
regenerating and empowering local
a whole range from an increase of
economies and the related human and
local employment and a consequent
natural resources (Vezzoli 2007; 2010).
Š Julian Santacruz_Flickr_CC-BY
33
34
Figure 1.7_ PSSs potential benefits, adaptation from Ceschin
35
36
_ Sustainable PSS applied to
local communities, while fostering
Distributed Renewable Energies
democratisation of access to resources and enhancing local
Distributed Renewable Energy (DRE)
employment
systems are increasingly considered
and dissemination of competences.
a crucial step to achieve a universal access to energy, consequently
Based on such aspects, Distributed
activating a wider social and economic
Renewable Energy (DRE) generation
development. Such systems underline a
could be defined: “Small-scale
set of sustainability-related aspects, like
generation plants harnessing renewable
environmental, economic and socio-
energy resources (such as sun, wind,
ethical ones:
water, biomass and geothermal energy), at or near the point of use, where the
• Inexhaustible resources: therefore
users are the producers – whether
the reduction of greenhouse gas
individuals, small businesses and/or
emissions and the drop of the
a local community. If the small-scale
environmental impact for extraction,
generation plants are also connected
transformation and distribution.
with each other (for example, to share the energy surplus), they become a
• Small-scale generation plants,
Renewable Local Energy Network, which
therefore the decrease of the
may in turn be connected with nearby
economic investment.
similar networks.” (Vezzoli et al., 2015).
• Installation, maintainance and
Distributed Renewable Energy (DRE)
management facilitation: therefore
and Sustainable Product Service
an easy plants installation and
System (S.PSS) have been lately started
management by individuals and
to be considered, if joint together, a
37
win-win model for all the stakeholders
_Case study:
involved, even in low and middle-
Distributed Solar Energy and electrical
income contexts.
devices as an all-inclusive package in
“A S.PSS approach may act as a business
Brazil.
opportunity to facilitate the diffusion of DRE-based value production systems
The Agroelectric System of Appropriate
(satisfaction system) in (all) low and
Technology (STA) and the Institute for
middle-income contexts, because they
Development of Natural Energy and
reduce/cut both the initial (capital) cost
Sustainability (IDEAAS), respectively a
of hardware purchasing and the running
for-profit and a not-for profit entities,
cost of maintenance, repairing, upgrade,
are corporations that were founded
etc., resulting in a key leverage for a
by Fabio Rosa. Through IDEAAS, he
sustainable development process aiming
developed The Sun Shines for All
at democratizing the access to resources,
(TSSFA), an innovative project whose
goods and services.� (Vezzoli et al., 2015).
aim is to provide energy services to
Figure 1.8_ Fabio Rosa and his home solar kit PSS in low-income rural Brazilian context.
38
Brazilians rural people.
• The focus on access rather than
Its business model is based on a leasing
hardware ownership reduces/avoids
structure: customers sign a three-year
initial investment costs (often too high
without termination clauses, except for
for low-income people), facilitating
the cost of uninstallation, to receive
the access to renewable energy.
cost-effective solar energy packages by paying a monthly fee. The company
• The selling of ‘unit of satisfaction’
owns the tangible equipments, such
reduces/avoids unexpected costs
as the hardware and the lighting and
for the hardware’s repair and/or
electrical outlets, while it provides via
maintenance, a conditions that could
leasing the energy service to customers.
lead to the interrupt the usage of the product.
From a S.PSS point of view, such business model is environmentally
• The focus on local contexts involves
sustainable because it uses solar
local stakeholders, thus building local
energy; it is socio-ethically sustainable
skills and empowerment.
because it gives poor people access to useful services; it is economically
• The enhanced labour/relation
sustainable because it generates
intensity may lead to an increased
business for TSSFA.
local employment and the diffusion of skills.[1]
Ultimately, Sustainable Product Service System applied to Distributed Renewable Energies may open new opportunities in low and middleincome contexts because of:
1 Vezzoli, C., Bacchetti, E., (2016), ‘The Sustainable Energy for All Design Scenario’, in Jonathan Chapman (Ed.) The
Routledge Handbook of Sustainable Product Design (in print)
39
40
1.3_PSS INNOVATIONS WITHIN THE AUTOMOTIVE SECTOR Product-service system innovation in
can be made for such cases:
the automotive sector is a promising approach to put into effect a more
• Product-oriented services: products
responsible consumption, lower
are sold with some additional
utilization of resources along with the
services, may it be maintenance,
related environmental benefits.
repair, upgrading, substitution and
Its actualization would potentially
product take back.
leapfrog the traditional market, but
With this approach, the company is
despite such potential pluses, different
economically interested in optimising
market and production barriers impede
the product life span by providing
its implementation and diffusion, since
services like maintenance contracts
it has to face a long-standing market full
or extended warranties on new cars,
of old and very stagnant habits.
provision of spare parts, fuel/energyefficiency information etc. Although this typology of PSS is the
_Sustainable PSS innovations as
easiest to be implemented (small
win-win model
changes in companies organisation and users behaviour), it is brings
PSS innovations within the automotive
limited environmental benefits.
industry is a concept that has been already implemented of late: examples
• Use-oriented services: service
are car leasing, car sharing and car
providers own the products and made
pooling, pay per service unit and
them available to users in different
integrated mobility etc. A classification
modalities like leasing, sharing and
(already mentioned in the previous
pooling. Similarly to the previous
paragraphs but this time declined to the
typology, the provider is interested in
automotive sector) of three main areas
maximising the use of the product,
41
in optimising its life span and in
specific final results. Consequently,
reducing the energy consumption,
companies create customised mix of
with consequent obvious benefits on
services and keep ownership of the
environmental terms.
products and the customer pays only for the provision of agreed results.
_Examples:
As the aforementioned typologies, the
_US: General Motor produced EV1,
provider is economically interested
an electric car from 1996 to 1999 for
in maximising the use of the product,
the US market, available in a limited
in optimising its life span and in
‘lease-only’ agreement of three
reducing the energy consumption in
years with maintenance and take
use.
back services included. GM kept the ownership of the vehicles.
_Examples:
_Norway: Move About is a car sharing
_The national German railway
service in Oslo: the Norwegian
company Deutsche Bahn wants to
manufacturer Th!nk produced a fleet
provide an integrated mobility scheme,
of forty electric cars and users, by
declaring the intention to provide the
paying a monthly membership fee
entire chain of mobility from ‘house to
plus an hourly rate can have access to
house’.
the service, which has other incentives
To accomplish such goal, Deutsche
as well from the local administration
Bahn has to integrate different
like free parking, exemption from road
transportation modes based on an
pricing and authorisation to run in bus
intermodal network between local and
lanes.
long distance public transport plus other mobility services like car-sharing,
• Result-oriented services: service provider and customer agree on a
leasing, bike sharing systems, etc.
42
It is possible to identify that a PSS
the stakeholders and users (usually
innovation focused on mobility is
ending after the transaction).
characterised by the delivery of a satisfaction unit, specifically in this
PSS can bring diverse environmental
case, the access to mobility.
benefits as well, even though within
Generally speaking, three innovative
the traditional automotive business
elements can be underlined:
model, economic interests do not converge with the environmental ones,
•
The network of intagrated
simply because of its ultimate goal of
stakeholders, including actors like
selling the greater amount of vehicles:
energy supplier, insurance company,
car companies are motivated in
local administration and public
accelerating the replacement of models
transport company, which usually
in order to increase sales.
works separately.
PSS can potentially offer new economic interests, such as:
•
The shift from selling products
to selling results, that is, is sold the
•
access to mobility; users pay for the
consumption in use: through a pay-
unit of satisfaction.
per-unit approach the provider keeps
Reducing the fuel/energy
the ownership of the vehicle, thus it is •
The change in product and
motivated to reduce its consumption
resources ownership. Differently
through different solutions, like the
from the traditional sale models,
introduction of more efficient engines,
the related stakeholders keep the
brake energy recovery systems,
ownership of all the products that are
suggesting to drivers the shorter
part of the solutions, resulting in an
travel route and so on. Consequently,
extension of the relationship between
less energy is used by the vehicle per
43
km, the overall costs are reduced and
_Barriers to the introduction of
profits are increased, along with all
PSS innovations
the environmental benefits, which are of great importance since the higher
As previously described, PSS innovation
environmental impacts of a car are
has been recognised as a potential win-
related to the use phase.
win solution: the beneficiaries of this range from producers to providers and
•
Extending vehicle/components
from users to the environment). Despite
life span: producers are pushed to
the implementation of innovative
avert the costs related to production
offerings, they have been undertaken
and disposal of vehicles, since they
often as pilot projects and their
keep the ownership of the vehicles.
development and scaling-up, once the pilots expire, is still uncertain.
•
Extending materials life span: to
This is because of the presence of some
avoid landfill costs and the costs for
“radical” characteristics within PSS
new materials by recycling and/or
innovations that act as barrier for their
energy recovery.
implementation and diffusion. The most significant barriers come:
Ultimately, PSS innovations can potentially bring profits while
•
simultaneously reducing and optimizing
the presence of an organisational
the usage of resources.
resistance in changing traditional
From companies, because of
market’s habits. The adoption of a PSS approaches require new design and management skills that are not widely diffused within firms and consultancy companies, which
44
in turn, would delay the design,
though such services have limited
implementation and market entry of
environmental benefits. In addition,
PSS solutions. Besides, because of the
the lack of knowledge about life cycle
medium-long term investments the
costs impedes full understanding of
PSS approaches require, there could
the potential economic benefits of
be uncertainties about cash flows, an
PSS solutions.
aspect that companies depend very much on.
•
From governments, since actual
laws may not favour the diffusion and •
From users, because of the
implementation of PSS solutions, as
difficulty of gaining customer
well as the creation of policies to help
acceptance about ownerless
corporate drivers promote and diffuse
solutions, mainly regarding B2C
such innovations.[1]
markets for user-oriented and
Š Department for Business, Innovation and Skills_Flickr_CC-BY-ND
result-oriented services. Differently, product-oriented services are more easily accepted and relatively diffused by users, since they require little behavioural changes, even
1 Fabrizio Ceschin and Carlo Vezzoli, The role of public policy in stimulating radical environmental impact reduction in the automotive sector: the need to focus on product-service system innovation, Int. J. Automotive Technology and Management, Vol. 10, Nos. 2/3, 2010
45
Š BMW Werk Leipzig_Wikimedia Commons_CC-BY-SA
Š Graham Crumb_ Wikimedia Commons_CC-BY-SA
PART TWO: THE DESIGN WITHIN OPEN INNOVATION CONTEXTS
52
2.1_INTELLECTUAL PROPERTY RIGHTS
“Intellectual property (IP) refers
Patents:
to creations of the mind, such as
A patent is a legal document
inventions; literary and artistic works;
which gives the creator the right to
designs; and symbols, names and
exclude others from making, using,
images used in commerce.�[1].
selling and importing an invention
IP is a legal term to identify an act of
for a limited period of time, in
human creativity, whose purpose is to
exchange for the public disclosure
grant to the original creator exclusive
of the invention. Patents are
rights over his creation. It is considered
issued by governmental offices for
a form of property, specifically an
solutions to a specific technological
intangible property, because of the
problem, which may be a product
value it embodies: the creator can claim
or a process.[2]
moral and economic rights, that is receive attribution for the efforts of his
A patent infringement occurs when
work and the possibility to make profit
a third party makes use or exploits
by selling, licensing or transferring the
the invention without permission
property to third parties.
from the patent holder and the related court cases are generally
Intellectual Property Rights (IPR)
handled under the civil law[3].
include Patents, Trademarks,
Permission is typically granted
Copyrights, Trade Dress, Industrial
through a license.
Designs and in some jurisdictions, Trade
Famous examples of patented
Secrets. 2 WIPO Intellectual Property Handbook, WIPO Publication No. 489(E), 2008
1
WIPO Publication No. 450(E), 2003
3 Matthew L. Cutler: International Patent Litigation Survey: A Survey of the Characteristics of Patent Litigation in 17 International Jurisdictions, 2008
53
54
Figure 2.1_Examples of patents
55
56
inventions are the Telephone by
identical or confusingly similar to a
Antonio Meucci, the Incandescent
trademark owned by another party,
Light Bulb by Thomas Edison and
in relation to products or services
the Velcro system by George de
which are identical or similar to
Mestral.
those of the other party. Worldwide-known Trademarks are:
Trademarks: Any sign, symbol or expression that
Nike, Coca Cola, Star Wars, Sony, Ferrari and so on.
differentiates goods and/or services of a particular organization from
Copyrights:
those of its competitors can be
Copyrights are exclusive rights
called a Trademark.
granted to the creator of an original
The main characteristic of a
work for a limited period of time.
Trademark is to indicate the
The right to copy only applies to the
source of the products or services
creator of the original work, is then
offered by the enterprise, so that
possible for him to make copies
consumers are able to associate the
and distribute it, as well as receiving
offering with the related business
attribution for his intellectual
sector.
efforts. Copyrights do not cover ideas and
There may be registered and
information contained within the
unregistered Trademarks, although
work itself but cover the manner
an official registration provides
and form through which it is
legal advantages for protection
expressed.
and enforcement. A Trademark infringement occurs when one
“Copyright protection is above all
party makes use of a mark that is
one of the means of promoting,
© aaron_anderer_Flickr_CC-BY-ND
© captcreate_Flickr_CC-BY-NC
57
58
Figure 2.2_Collection of famous brands
Š Borrarcher_DeviantArt_CC-BY-ND
59
60
enriching and disseminating
appearance of mass-produced
the national cultural heritage. A
items in order to appeal consumers
country’s development depends to
in need of purchasing the item to
a very great extent on the creativity
perform its intended function.
of its people, and encouragement
Legally speaking, industrial
of individual creativity and its
design rights give attribution and
dissemination is a sine qua non for
protection to the rights holder
progress.”[4]
through an official registration.
Examples of copyrightable works
“Visual appeal is one of the
are books, musics, poems, movies,
considerations that influence the
drawings, articles.
decision of consumers to prefer one product over another, particularly
Trade Dress:
in areas where a range of products
The term Trade dress indicates
performing the same function is
characteristics of the visual
available in the market.”[5]
appearance of a product, a
Famous examples of Industrial
packaging, the design of shoes or
Designs are the Iphone, Ipod and
bags, that signify the source of the
Ipad by Apple, the Alessi Juicy
product to consumers. It is how
Salif by Philippe Stark and the
traders can stand out in the market
Piaggio Vespa Scooter by Corradino
through the look of their products.
D´Ascanio.
Industrial Designs: Industrial Design refers to the visual
4 WIPO Intellectual Property Handbook, WIPO Publication No. 489(E), 2008
Trade Secret: A trade secret is a set of information
5 WIPO Intellectual Property Handbook, WIPO Publication No. 489(E), 2008
© Aconcagua_Wikimedia Commons_CC-BY
© Christos Vittoratos _Flickr_CC-BY-ND
61
62
which is generally not known or
_Objectives of IPRs
ascertainable by others. It may be a formula, industrial process,
The stated objective of Intellectual
commercial method, design and
Property Rights (IPR) is to foster
so on. Companies can potentially
innovation and promote progress:
obtain an economic advantage
according to Government policies,
over competitors or customers, as
the disclosure of new inventions gives
the trade secret holder can add
the society access to new knowledge
unique value to its own products
and know-how, boosting the creation
or services at the expense of
of new knowledge, research and
competitors which can not. This is
inventions as well as contributing to
mainly the reason why businesses,
economic and social development, “If
more often than never, undertake
some intellectual property is desirable
lawful methods to discover
because it encourages innovation, they
competitors´secrets, such as
reason, more is better. The thinking is
reverse engineering or employee
that creators will not have sufficient
poaching on the one hand, and
incentive to invent unless they are
potentially unlawful methods
legally entitled to capture the full social
including industrial espionage on
value of their inventions.”[7]
the other. Famous trade secrets examples are the Coca Cola recipe, Google’s proprietary search algorithm and the Nutella recipe.[6]
6 WIPO Intellectual Property Handbook, WIPO Publication No. 489(E), 2008
7 Mark A. Lemley: Property, Intellectual Property, and Free Riding. Staford Law School, 2005
63
_How IPRs contribute to human
and services, IPRs therefore unlock
development
competitiveness and promote broader dissemination of innovations through
Economies:
publication and licensing.
IPRs protection represents a significant part of developed and developing
Market position:
economies, in terms of GDP,
Firms able to exploit their IPRs generally
employment, tax revenues and strategic
succeed better and have a higher
importance. IPR facilitates investments
market value. By securing, trading
for new technologies and inventions,
and licensing their IPRs, companies
as well as technology transfers in
can monetize and take financial
developed and developing countries.
advantages over competitors. This can
As the ‘knowledge economy’ advances,
also lead to a much more solid market
the real added value companies and
position, a situation which small and
economies can achieve will come from
medium enterprises (SMEs) can really
intangibles properties. Nowadays, most
benefit from, since SMEs generally
of the asset of many companies regards
use IPR more extensively than large
IPRs.
companies. Moreover, SMEs that use IPR report higher growth, income and
Innovation:
employment than those that do not.
IPRs can increase the innovation rate, by funding research and development
Societies:
projects, they may help firms valorize
IPRs benefit consumers and society
their overall asset. A company which
as well. Companies are encouraged to
can take technological advantage
invest for quality and new offerings,
from its IPRs may force a competitor to
giving consumers a greater choice
seek for new and improved products
among the goods and services they
64
want and need. Thus, IPRs play an
Patent Cooperation Treaty (WIPO
important role within societies and
PCT), which ensures patent protection
political influence, they have the power
in multiple countries by filing one
to improve economies, technologies,
international application, within the
human wellness and development.[8]
signatory countries. It is used by the world’s major corporations, research institutions and universities.
_IPRs Governing laws
The International Trademark System (WIPO Madrid) grants registration and
The World Intellectual Property
protection for trademarks in multiple
Organization (WIPO) is the specialized
countries by filing one international
agency of the United Nations in charge
application. The major advantages are
of developing balanced and effective
the time and money saving factor and
IPRs policy systems, it was founded
the possibility to manage and renew
through the WIPO Convention in 1967.
marks through one centralized system.
Head quartered in Geneva, it currently
The International Design System (WIPO
has 188 member states.
Hague) provides the applicant a way to
WIPO provides international services for
register industrial designs in multiple
worldwide registration and protection
countries through one application,
of IPRs, both for businesses and
as well as the management of the
individuals. There exist three main
registered designs, like changes or
international treaties:
renewals.[9]
8 iccwbo.org, http://www.iccwbo.org/advocacy-codes-and-rules/ areas-of-work/intellectual-property/ ip-a-positive-force-for-society/, 04/05/15
9 WIPO, Guide to WIPO Services, WIPO Publication No.1020E, 2012
Š United States Mission Geneva_Flickr_CC-BY
65
66
_Criticisms around IPRs
to reject the narrow perspectives and simplistic picture the term “intellectual
One of the major critics around IPRs
property” suggests. Consider each of
regards its apparently vagueness and
these issues separately, in its fullness,
abstraction to the semantic validity.
and you have a chance of considering
Richard Stallman, founder of the Free
them well.”[10]
Software Foundation movement, argues “If you want to think clearly about the
In addition to this critic, for opponents
issues raised by patents, or copyrights,
of IPRs it would exist the rationale that
or trademarks, or various other different
ideas, because of their intangibility,
laws, the first step is to forget the idea of lumping them together, and treat them as separate topics. The second step is
© Mike Seyfang_Flickr_CC-BY
10 Richard M. Stallman. “Did You Say “Intellectual Property”? It’s a Seductive Mirage”. https://www.gnu.org/philosophy/ not-ipr.en.html, 08/05/15
67
Š Casey Marshall_Flickr_CC-BY
68
cannot be owned. Ideas are not
person can “own” the good, so receiving
considered “scarce” goods, because
the benefit in using it. Such is the case
everybody can make use of the same
with all goods which have a limited
idea simultaneously, therefore the
supply, but with ideas and thoughts an
person who generated that idea has still
infinite number of copies potentially
complete use of it. The same reasoning
exist.
© Philip Serracino Inglott_Wikimedia Commons_CC-BY-SA
is not applicable to resources which are “scarce” or that at least may be
Another criticism to IPRs concern the
depleted: in the case somebody owns
fact that they may harm innovation
a good which is lent to somebody else,
and progress. IPRs should allow people
the original owner has lost the use of
to make strides in knowledge from
that good, in other words only one
previous ideas and inventions, so as to
69
activate a “virtuous circle” which one
which argues that WIPO should “focus
innovation paves the way for a new one.
more on the needs of developing
Especially in the technology market,
countries, and to view IP as one of many
companies tend to take competitive
tools for development—not as an end in
advantages over questionable patents,
itself”.[12]
often too many, and practically hindering valuable progress which could improve their own business itself
_The copyleft alternative
and the lives of consumers. “Copyleft is a general method for Not to mention how big companies
making a program (or other work) free,
may confer authority over resources.
and requiring all modified and extended
IPRs in particular sectors may create
versions of the program to be free as
monopolies, where the few gain power
well.”[13] It is therefore the practice to
at the expense of the many who depend
freely distribute copies and modified
on those resources.[11]
versions of a work, may it be a software
The WIPO recognizes that conflicts
program, documents, designs and so
may exist between politically driven
on.
laws of IPRs and IPRs for human rights and development. In 2004 the General
It works through a form of licensing: the
Assembly of WIPO adopted The Geneva
copyleft does exist because it is applied
Declaration on the Future of the World Intellectual Property Organization
11 Jeff Clark, Pro & Con: Intellectual Property, 2013, http://www.datacenterjournal.com/pro-con-intellectual-property-part-1/, 09/05/15
12 WIPO, Geneva Declaration on the Future of the World Intellectual Property Organization, 2004, http://www.cptech. org/IP/wipo/genevadeclaration.html, 09/05/15 13 What is Copyleft, https://www. gnu.org/licenses/copyleft.en.html, 10/2015
70
over copyrights, therefore no copyrights
While copyright law gives authors
license, no copyleft practice. It basically
rightful control over copying,
can be identified as a copyright
distribution and modification of their
licensing scheme, in which an author
own works, instead, the goal of copyleft
waives some but not all of his/her rights
is to give all users the freedom to carry
to copy and make use of his/her work.
out these activities.
This is generally much more attractive
The copyleft approach has some
for authors: instead of allowing a
economic incentives as well:
work to fall completely into the
traditionally, copyright is designed
public domain (where no ownership
to promote progress by providing
of copyright is claimed), the copyleft
economic benefits to creators.
practice allows an author to impose
The copyleft choice leads to some
some restrictions on some rights.
complementary benefits and incentives
Copyright law is used by an author
like:
to defend his work by prohibiting
• recognition from peers.
recipients to reproduce, adapt, or distribute copies of his work. In
• the incentive to keep a work open,
contrast, under copyleft, an author may
hence available to anyone.
give every person who receives a copy of the work permission to reproduce,
• preventing commercial
adapt, or distribute it, as long as (and
enterprises from absorbing and
here happens the very feature of the
selling an open work.
copyleft practice) any resulting copies or adaptations from the original work
Copyleft has economic effects beyond
are bound by the same licensing
the individual creators. Contextually
agreement.
applied to the software sector, the presence of quality copyleft softwares can
71
force commercial entities to increase
(GPL) and the Creative Commons
the quality of their own products, since
Attribution Share Alike License, which
they must compete with free software,
are the most famous and used ones,
preventing, as a result, large commer-
the former mainly for softwares and the
cial firms from applying monopoly
latter for general creative works.[14] [15]
prices. In the final analysis, copyleft as a concept is usually implemented in the details of a specific copyright license, such as the GNU General Public License
14 Maher Marcus, Open Source Software: The Success of an Alternative Intellectual Property Incentive Paradigm, Fordham Intellectual Property, Media & Entertainment Law Journal, 2000. 15 What is Copyleft?, https://copyleft.org/, 10/2015
Š tkgd2007_Wikimedia Commons_original work by Jelte
72
2.2_OPEN INNOVATION
_Open Innovation definition
collaborative way. They are no longer passive recipients,
Open Innovation is a term originally
but they are earning an active role of
coined by Henry Chesbrough, professor
participation, with the possibility of
and Executive Director of the Centre for
influencing and making decision over
Open Innovation at the Haas School of
challenges.
Business at the University of California, to explain how companies need both
Charles Leadbeater studied about the
inflows and outflows of knowledge to
changes that our world is facing and
improve internal innovation and expand
how the web is the leading element of
the markets for external exploitation of
this process. The web plays a key role
innovation.
in this: collaboration and participation
Chesbrough analysed how companies
phenomena are much more spread and
have started to look for other ways to
this represents a fundamental vector to
increase the efficiency and effectiveness
“spread democracy, promote freedom,
of their innovation processes.
alleviate inequality and to be creative
Companies which successfully
together”. The web becomes a platform
implemented such a new model are
for mass creativity.[1]
Procter&Gamble, Philips, Lego, GE and many more.
“Open innovation projects are based on five key principles:
Nowadays in a world of widely distributed knowledge , mainly thanks
• Core: a gift of knowledge able
to the coming of the world wide web,
to attract a community of capable
users of the internet are seen as a crucial resource of skills, knowledge and experiences able to solve problems in a
1 Charles Leadbeater, We-Think: Mass innovation, not mass production, Profile Books, 2009
73
contributors.
• Collaborate: creation of selfgoverning communities that make
• Contribute: attraction of the right
the most of their diverse knowledge,
mix of people who have different
joined together by an animating goal.
ideas and access to tools that enable them to contribute.
• Create: there must be places where communities can publish
• Connect: rules for making
and share ideas. Open source
connections between people with
communities resolve the difficulties
different ideas to take on complex
of managing creative work by
tasks.
decentralising decision making down
© Giorgio Montersino_Flickr_CC-BY-SA
to small groups.”
74
_Case studies:
Challenges are usually sponsored in order to amplify the reach of the
• OpenIdeo: the web platform was launched
initiative within the web, as well as enhancing the chances of its success.
in 2010 by the American design consultancy firm IDEO, with the
• Innocentive:
purpose to create a network of
is an American crowdsourcing and
creatives who could solve the toughest
open innovation management
problem of modern society (hunger,
company. It serves as bridge between
poverty, social cohesion to name a
companies with challenging problems
few).
in different fields such as engineering,
The problems are proposed as
chemistry, medicine etc, and users or
challenges and participants can
“solvers“ who might be able to help
give their contributions by following
those companies.
different project phases: generally
Innocentive showcases on its website
starting from a research phase, a
the list of challenge problems to be
generation phase and a final feedback
solved by anyone, whose best solution
plus refinement phase.
will be awarded with cash money.
Š innocentive.com
Š openideo.com
75
76
2.3_OPEN SOURCE AND OPEN SOURCE HARDWARE _Open Source definition
or blueprint, including subsequent improvements to it by anyone.
If the innovation has to be reached in an
The Open source approach gained hold
open way, then the inherent processes
with the rise of the Internet. Participants
require the sharing of particular
and users can modify those products
information and knowledge and be at
and redistribute them back into the
the disposal of users who want to use it.
community or other organizations.
The term “open source” refers to
The global network fosters an
something that can be modified
environment where knowledge can
because its design is publicly accessible.
be accessible and it allows access to
Although It originated in the context
inexpensive digital media and storage.
of computer software development,
Users are no longer limited to their own
nowadays it encompasses a set of
resources, but they are granted access
values, it promotes a universal access
to a vast network of resources, some
to a product’s design or blueprint, and
even free.
universal redistribution of that design
77
Moreover, users are granted access to
Innovation, it is argued that a trend
each other. They have the potential to
toward democratized innovation in
meet millions of their peers and this
physical products (e.g. open-source
aspect facilitates collaboration and
hardware) is occurring like the free
communication across international
and open-source software movement.
and cultural boundaries. The speed
In Open source hardware users
in which digital media travels on
collaborate with each other through
the Internet in turn facilitates the
a fair sharing of information with no
redistribution of resources.[2]
intermediaries in between, focusing on product improvement.
The Open source approach finds application in a wide range of fields
Generally speaking, the rise of open-
such as computer softwares, digital
source culture in the 20th century
media, hardwares, design, science,
resulted in a growing tension among
technology and so on inspiring an
users mainly because of the need
increased transparency and liberty
to access to content that is often
among different communities.
copyrighted, and the restrictive
Despite the original area of the Open
intellectual property laws and policies
source approach is the software and
governing the access to those contents.
digital world, the faster and faster
The complexity and ambiguity of these
spread of such a movement has also
doctrines creates an atmosphere of
given rise to the rapidly expanding
uncertainty.
open-source hardware movement. In Eric Von Hippel’s book Democratizing
As a matter of fact, in the late 20th century, there has been a need to adopt
2 Steve Weber, The Success of Open Source, Harvard University Press, 2004
the intellectual property licensing techniques of free software and open-
78
source software to make the works
_Open Source Hardware
more freely available to others, such as
definition
the GNU licenses for softwares and the Creative Commons licenses for creative
Hardware that is considered open
works.
source needs its original design files and drawings to be publicly available,
Great examples of Open source works
so that anyone can study, modify,
are the operative systems Linux, Ubuntu
distribute, make, and sell the design
and Android, the Google Chrome
or hardware based on that design.
and Mozilla Firefox browsers, the
The hardware’s source, the design
OpenOffice and Gimp softwares, the
from which it is made, is available
VLC media player as well as the Content
in the preferred format for making
Management System (CMS) Wordpress.
modifications to it. Open source hardware should allow
Š opensource.com_Flickr_CC-BY-SA
users to make use of the original design
Š Altzone _Wikimedia Commons_CC-BY-SA
79
80
files through open infrastructures,
The documentation must include
unrestricted contents and open-source
the original design files, preferably in
design tools, such as an open-source
an open source format file to allow
CAD software for product design,
modifications.
in order to maximize the ability of
Since users are supposed to edit the
individuals to make and use the
design files and share back derivative
hardware.
works, there is then the need of
A set of criteria and guidelines were
providing softwares that have an open
created are useful to best define
source structure. In case of the usage of
and regulate Open Source Hardware
a proprietary software, it might cause
designs.
a slow distribution of the design files since not every use might have or buy
Documentation is probably the most
the proprietary software.
important part and is what actually
A good open source approach requires
differentiates an open source hardware
the supply of an open source software
from a proprietary one.
in order to modify and freely distribute
As a matter of fact, the hardware
new designs for the crowd of potential
must be released with a proper set
users.
of information that can help users understand the design itself, including
A user who modifies the original
the source files for modifications and
design file automatically gives birth to
distribution thereof.
a derivative work. In the open source approach and in terms of licensing,
If the documentation is not provided
all derived works must be distributed
straightaway, there must be an
under the same terms of the original
available and reachable source, ideally
work.
via the internet without any charge.
It allows for the manufacture, sale,
81
distribution, and use of products
modify an open source software and
created from the design files, the
create a personal derivative, just lines
design files themselves, and derivatives
of code are needed. For Open Source
thereof.[3]
Hardware, besides the source file and the software to modify the design,
_OSH treatment and 3D printing
materials, devices and tools are most likely needed to build the hardware.
Open Source speaking, the main
Therefore, users dealing with Open
difference between hardware and
Source Hardware have to cope with
software is that, when it comes to
important expenditures, since it results
hardware, physical resources must
in tangible outputs, which cost money
always be committed for the creation
to prototype and manufacture, if
of physical goods. In contrast, software
compared with the far less costly Open
only exploit resources from the digital
Source Software.
world. Put simply, if a user wants to
Extensive discussion is still ongoing on ways to make open-source hardware as accessible as open-source software.
Š opensource.com_Flickr_CC-BY-SA
3 Open Source Hardware Association, Definition, http://www.oshwa.org/ definition/, 13/06/15
82
An interesting connection can grow
back into the community. The Arduino
between open design and open
hardware reference are distributed
hardware: users have access to open
under a Creative Commons license
source files and have the possibility
and are available on the Arduino Web
to physically create such files by using
site.
3D printers (RepRap Project). Open hardware may become the final step of an open-production chain from a file (virtual) to a hardware (tangible product) shared among users, with potentially infinite applications available. This new approach can bring the open source world a step forward.
_Case Studies: • Arduino Project: is an open source hardware company which designs and develops electronic boards and softwares for physical computing. The free supply of this products allows anyone to design his
• RepRap Project: it is a British initiative to develop a 3D printer which can replicate most of its own components, therefore generating a “son“ (in fact the name stands for Replicating Rapid Prototyper). It is an open source initiative and designers are free to make modifications and substitutions, but they must re-share their improvements. The declared goal of the RepRap project is to create a device able to purely self-replicate, in order to allow the individual to manufacture many of the artefacts we use in everyday life.[1]
own digital devices and interactive objects, assuring a wide diffusion of such products all over the network and enriching the Arduino platform itself since designs and kits are shared
1 Jones, Haufe, Sells, Iravani, Olliver, Palmer, Bowyer, RepRap – The Replicating Rapid Prototyper, Cambridge University Press, 2009
© RepRap Project _Wikimedia Commons_CC-BY-SA
© SparkFun Electronics _Wikimedia Commons_CC-BY-SA
83
84
• OSVehicle:
platform.
is an open source hardware platform
A Creative Commons License is applied
for vehicles. On the official website
to the original drawings, guaranteeing
is possible to download the original
a wide diffusion over the network by
drawings and the assembly references
allowing users to redesign the vehicle
to build the car by yourself.
and create derivative works, in fact
The purpose of this project is to outdo
many projects have been started and
the traditional vehicle industry by
shared on the open platform.
entering the market through an open
85
Š osvehicle.com
Figure 2.1_ Connected Car Nika and FabCar, spinoffs of the original vehicle
86
2.4_CROWDFUNDING
Crowdfunding is a financial practice
a more ethical purpose. This is just to
where a large number of people finance
highlight how the choice of donors may
a project or an initiative by raising
influence the value of a crowdfunding
monetary contributions, tendentially via
campaign, also because they become
the internet. It is a form of alternative
promoters of the campaign they backed
finance and it happens because of
by spreading information about it over
the involvement of three key actors:
the internet.
a promoter who proposes the idea in need of finance, a group of people,
The main motivations which
namely the “crowd“, who are willing
usually push user to participate in
to support the idea and ultimately a
crowdfunding initiatives are those
“bridge” in between, that is usually a
that encompass the social sphere: the
web platform that brings the parties
feeling of being responsible for the
together.
success of other’s initiatives, which belongs to the desire of ownership,
Crowdfunding is a web phenomenon
the awareness of being part of social
that nowadays is spreading and it is
initiatives, which belongs to the desire
used for a wide range of initiatives and
for social participation and the intrinsic
projects, for profit and non-profit, as
pleasure of receiving a payoff from
well as starting a company.
monetary contributions, which belongs
The role of the crowd is definitively
to the desire of investment.[4]
crucial in this process, since individuals trigger the initiative they support by enhancing the value of its offering: a crowdfunding initiative that is highly financed, will get much more importance than another initiative with
4 Ordanini, Miceli, Pizzetti, Parasuraman, CROWDFUNDING: TRANSFORMING CUSTOMERS INTO INVESTORS THROUGH INNOVATIVE SERVICE PLATFORMS, http://didattica.unibocconi.it/ mypage/upload/49036_20110414_125339_ JOSM_CROWD_FINAL.PDF, 10/2015
87
All that said, there is an important
crowdfunding:
distinction with open-source practises: in the case of open-source, the
• Reward-based crowdfunding: the
resources obviously belong to the
campaign ask to users a financial
community, which therefore can
support and they receive back
be exploited on an individual basis,
a reward, usually pre-selling the
everyone is allowed to make use of
product or service that is being
them. In the case of crowdfunding, the
financed.
resources will be used by one individual only (usually the promoter of the
• Equity-based crowdfunding:
campaign).
the backer receives shares of the company, according with the amount of money pledged.
© Rocío Lara_Flickr_CC-BY-SA
There are two primary types of
88
_Case studies:
CROWDFUNDING Financial contributions from online investors, sponsors or donors to fund forprofit or non-profit initiatives or enterprises.
OPEN INNOVATION Use of sources outside of the entity or group to generate, develop and implement ideas.
Figure 2.3_Collection of crowdfunding platforms
89
COLLECTIVE CREATIVITY Tapping of creative talent pools to design and develop original art, media or content.
COLLECTIVE KNOWLEDGE
Š crowdsourcing.org_crowdsourcing.org_CC-BY-SA
Development of knowledge assets or information resources from a distributed pool of contributors
90
2.5_CREATIVE COMMONS LICENSING SYSTEM
_What is Creative Commons
to legally perform actions we take for granted on the network: copy, paste,
The Creative Commons is a non-profit
edit source, and post to the Web.
organization whose purpose is to
The default setting of copyright law
facilitate the sharing of creative works
requires all of these actions to have
around the world, through free legal
explicit permission, granted in advance,
tools. It seeks the creation of a wider
whether you’re an artist, teacher,
public domain archive by providing
scientist, librarian, policymaker, or just
licenses which lighten the management
a regular user. To achieve the vision of
of Intellectual Property Rights over
universal access, someone needed to
creative works.
provide a free, public, and standardized
It was founded in 2001 and the first
infrastructure that creates a balance
set of copyright licenses was released
between the reality of the Internet
in 2002, inspired by the Free Software
and the reality of copyright laws. That
Foundation’s GNU General Public
someone is Creative Commons.”
License.
_The licensing system _The very essence of the organization
The organization provides a set of licenses to give the public permission
“The idea of universal access to
to share and use a creative work. The
research, education, and culture is
most important consideration to do is
made possible by the Internet, but our
that its licenses are not an alternative
legal and social systems don’t always
to copyright, in fact once a creative
allow that idea to be realized. Copyright
work is finished, the author is assigned
was created long before the emergence
with his own moral rights, meaning the
of the Internet, and can make it hard
right of attribution, the right to have
91
a work published anonymously or
rights he/she waives for the benefit of
pseudonymously and the right to the
the recipients. Ultimately, the licenses
integrity of the work.
are simply based upon copyrights, which is well outlined by the Creative
The licenses that Creative Commons
Commons expression “All rights
provides work alongside copyrights:
reserved“ to “Some rights reserved“.[5]
they allow to manage which rights the 5 http://creativecommons.org/ about, 14/10/2015
© Creative Commons - Mountian View HQ _Flickr_CC-BY
author wants to preserve and which
92
_Creative Commons Licenses and icons CC BY ATTRIBUTION This license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.
CC BY SA ATTRIBUTION - SHARE ALIKE This license lets others remix, tweak, and build upon your work even for commercial purposes, as long as they credit you and license their new creations under the identical terms. This license is often compared to “copyleft� free and open source software licenses. All new works based on yours will carry the same license, so any derivatives will also allow commercial use. This is the license used by Wikipedia, and is recommended for materials that would benefit from incorporating content from Wikipedia and similarly licensed projects.
CC BY ND ATTRIBUTION - NO DERIVATIVES This license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to you.
Licensees may copy, distribute, display and perform the work and make derivative works based on it only if they give the author or licensor the credits in the manner specified by these.
Licensees may distribute derivative works only under a license identical to the license that governs the original work. (Copyleft.)
ATTRIBUTION
SHARE ALIKE
93
CC BY SA ATTRIBUTION - SHARE ALIKE This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.
CC BY NC SA ATTRIBUTION - NON COMMERCIAL - SHARE ALIKE
CC BY NC SA ATTRIBUTION - NON COMMERCIAL - NON DERIVATIVES This license is the most restrictive of our six main licenses, only allowing others to download your works and share them with others as long as they credit you, but they can’t change them in any way or use them commercially.
NON COMMERCIAL
NON DERIVATIVES
Licensees may copy, distribute, display, and perform the work and make derivative works based on it only for non-commercial purposes. Licensees may copy, distribute, display and perform only verbatim copies of the work, not derivative works based on it.
Figure 2.4_Creative Commons Licenses and fetures overview
This license lets others remix, tweak, and build upon your work noncommercially, as long as they credit you and license their new creations under the identical terms.
94
_Case Studies: • Wikipedia: it is a web-based and free-content encyclopedia project supported by the Wikimedia Foundation. It started in 2001, as offshoot of Nupedia, a now abandoned project to produce a free encyclopedia.
information. Its collaborative approach is due the usage of a copyleft license: in fact to every article is applied the Creative Commons Attribution-Share Alike license, which allows everyone to reuse and edit the content, as long as it is licensed under the same terms.[6]
Wikipedia allows web users to reach
• Innonatives:
almost every information of human
it is an online platform to solve
knowledge thanks to its openness:
sutainability-related topics. It is part
in fact everyone can edit an article
of the EU funded Sustainability Maker
by adding, removing or substituting
Project.
information, enriching the platform
On the Innonatives platform is possible
day by day, continuously updated and refined, making it a reliable source of
6 https://en.wikipedia.org/wiki/ Wikipedia:About, 10/2015
Š wikipedia.org
95
96
to participate to a challenge that
crowdfunding session: money will be
addresses a sustainability problem,
collected from willing users until the
the user can give his own contribution
defined budget is reached.
to solving that problem by submitting potential ideas and suggestions.
The content that is sent to the platform is licensed with Creative Commons
The challenge contains a problem in
in order to facilitate the copyright
need to be solved by the Innonatives
management on the platform. This
community, the typical evolution of the
strategy makes the system much more
process starts from an idea submission
open and it encourages collaboration
to a solution submission (a detailed
and sharing among the participants.[7]
idea ready to be implemented). The next phase, once a winning solution has been awarded, is the
7 https://www.innonatives.com/ page/how-does-it-work-text, 10/2015
Š innonatives.com
97
98
2.6_RESEARCH CONCLUSIONS: THE ROLE OF DESIGN WITHIN OPEN INNOVATION CONTEXTS The research activity sheds light
that piece of content could be used by
on different realities around open
another user, who could even improve
collaboration platforms: nowadays the
it and share it back, starting a positive
web offers a great deal of experiences
creative loop that will probably end up
and opportunities for users to grasp,
with a huge qualitative work.
in terms of finding ideas to share or financing a cause we care about.
A web platform that uses open
The role of design is to gain advantages
innovation approaches might be the
by exploiting such open collaboration
right path to pave a real innovation
realities: the success of a design project
process within the sector the platform
might be expanded since the pool of
is focused on: in the very case of this
resources (the internet)and intellectual
thesis is, in my opinion, a very good
resources (the crowd of users) are
one, since sustainability is a delicate
greater in number than closed
topic that usually web users care about.
collaboration processes. The chances of a great participation of The magnitude of a project might
users is likely to happen, a web platform
be increased if such open platforms
that provides an open and collaborative
allowed the distribution of the project
service of innovation towards
resources to the participants: if every
sustainable mobility sounds promising,
user could make use of a content and
and the assumptions to make it work
share it back to the community, there
are explained in the next chapters.
would be by far higher chances that
Š CharlesC _Flickr_CC-BY-SA
99
100
2.7_THE ROLE OF UNIVERSITIES WITHIN OPEN SOURCE CONTEXTS Nowadays also universities approach
MOOCs are a recent development in
towards the open source world, they
distance education and often having
specifically tap into the world of open
open-access features (open licensing
knowledge.
of content) to promote the reuse and
Theoretically speaking, open knowledge
remixing of resources.[2][3]
is knowledge that is free to use, reuse, and redistribute without legal, social or
Some universities provide knowledge
technological restriction.
to everybody for free, following the
This concept is related to open source
real approach aforementioned,
and the its definition is derived from the
that is, knowledge to use, reuse
open source definition.[1]
and redistribute. An example is the
The related phenomenon which is
LeNS network (Learning Network on
spreading via the web is called Massive
Sustainability) a project in which diverse
Open Online Course (MOOC), that is,
web.
2 http://www.nytimes. com/2012/11/04/education/edlife/ massive-open-online-courses-are-multiplying-at-a-rapid-pace.html?pagewanted=all&_r=0, 11/2015
1 http://opendefinition.org/od/2.0/ en/, 11/2015
3 http://www.educause.edu/blogs/ cheverij/moocs-and-intellectual-property-ownership-and-use-rights, 11/2015
online courses aimed at unlimited participation and open access via the
101
universities are involved for curricula
community.[4]
development and teaching diffusion on Design for Sustainability focused on
Other universities provide their
product-service system innovation.
educational materials partly free and openly available to anyone, thus partly
The greatest value of such project
deviating from the original concept
is that any design student, teacher,
of open knowledge, meaning that
reseacher, designer, person can join
members can simply be viewers and
the network to view for free the Open
users of the academic material and not
Learning E-Package (learning Resources
part of its potential enrichment.
and tools) and the Project Courses.
One of those universities is the MIT
In a mutual effort, the members can
OpenCourseWare (MIT OCW), is an
download the resources and then
initiative of the Massachusetts Institute
modify them, facilitating the generation
of Technology (MIT) to provide some of
of local and regional Learning Networks
it knowledge available to anyone and
on Sustainability. The website is for free,
for free.
in copy left and open source and this
There are different courses at dispose
allows the distribution of knowledge for
of the members, ranging from
free and for everyone, while at the same
undergraduate to graduate courses,
the possibility to update and enrich that
from diverse topics to departments;
knowledge for the good of the whole
the user joins the course and the
4
http://www.lens.polimi.it/, 11/2015
102
academic material is available to
the Open Yale Course, a project of Yale
accomplish the course, which has all
University to share course materials
the necessary steps to be complited,
from its undergraduate courses.
like exams, projects and so on. Every
“Open Yale Courses (OYC) provides
course is led by a professor and “MIT
lectures and other materials from
OpenCourseWare is a publication of
selected Yale College courses to the
the course materials that support the
public free of charge via the Internet. The
dynamic classroom interactions of
courses span the full range of liberal arts
an MIT education; it is not a degree-
disciplines, including humanities, social
granting or credit-bearing initiative”.
sciences, and physical and biological
The platform uses Creative Commons
sciences.”[8] The platform is structurally
Attribution-Noncommercial-Share Alike
and legally similar to the MIT one.
license for a facilitated sharing of its materials.[5][6][7]
Also Politecnico di Milano offers
Another example of such platforms are
such platform, POK (Polimi Open Knowledge), established in June 2014,
5 http://ocw.mit.edu/index.htm, 11/2015 6 http://ocw.mit.edu/help/faq-using-ocw-materials/, 11/2015 7 http://ocw.mit.edu/help/faq-intellectual-property/, 11/2015
is the first portal MOOCs (Massive Open Online Courses) Italian university that offers online courses free and open to 8
http://oyc.yale.edu/about, 11/2015
103
all. The main objective of the platform is to support students by providing access to courses. This platform, unlike the aforementioned ones, the user receives a certificate of participation after the course’s completion, if the minimum score is reached.[9]
9 http://www.polimi.it/corsi/moocspolimi-open-knowledge/, 11/2015
PART THREE: CONCEPT DESIGN: THE SUNRIDE SYSTEM
110
3.1_THE MULO PROJECT AND THE OPEN INNOVATION PROJECT MULO System (system for Urban
Mulo as an open project that can be
Mobility for Labour purposes) is a family
developed in collaboration with other
of light working vehicles for urban
universities in different contexts and
contexts powered by solar, electric and
with different stakeholders: like local
human power, convertible in diverse
institutions, local companies, sponsors
variants like freight transport, people
and so on.
transport, green areas maintenance.
The basic idea is to cooperate with universities and local manufacturers, the first to collect and share knowledge
_Introduction to the topic
as well as networking with local realities, the latter to share skills and
The project started as master thesis
how-tos to grow professionally and
by Fabrizio Ceschin in Politecnico di
economically, sustaining, in the long
Milano in collaboration with DIS (Design
term, entrepreneurship and self growth.
and Innovation for Sustainability). The very first version of the vehicle was prototyped in 2009 by the high school
_A platform for the Mulo system
IPSIA “A. Ferrari� Maranello. Since 2009, Politecnico di Milano has
The idea of a platform able to support
activated four different master thesis to
online the vehicle dates back to 2013,
promote sustainable mobility through
thanks to the PSSD master thesis by
the PSS design with the related vehicle,
Silvia Emili, who conceptualize the basic
which every version has been adapted
idea of the system.
from the original version designed by
The purpose behind the platform is
Ceschin.
to promote the Mulo system as an
The purpose of the DIS department
open and collaborative project, where
of Politecnico di Milano is to promote
global interactions happen with the
111
Figure 3.1
Figure 3.2
Figure 3.3 3.1_Mulo vehicle by Fabrizio Ceschin 3.2_SunRide vehicle by Emanuela Delfino and Silvia Remotti
Figure 3.4 3.3_Rasmiz vehicle by Maurizio Bazzi 3.4_Farka vehicle by Livia Martucci
112
purpose of a mutual learning from
customize it according to the final use,
the different experiments, through a
meaning that everyone becomes a
wider engagement of stakeholders,
designer who can really push the design
collaborators and promoters.
beyond.
The whole concept was designed
Thus the web platform serves as
in order to facilitate the interaction
collector of ideas that users will provide
between the different stakeholders
project after project: their creativity will
who can participate to the initiatives:
serve the cause of sustainable mobility
the platform serves mainly as activator
to be implemented in low and middle-
of projects. It is possible for users to
income contexts.
start a project online by contacting the
The creation a community of
webmaster.
stakeholders is crucial too for the
The real value of this option lies in
success of the project: the more
its enabler factor: it acts indeed as
participants, the more the chances of
catalyst, as trigger to start new projects,
success.
it increases the chances to implement real innovation by allowing every user
The homepage was designed to
to directly activate an initiative.
show a world map on which diverse projects were shown: its purpose is to
The second main purpose of such
give a clear message of the ongoing
platform is its openness about the
activities, from which users can grasp
design of the drawings. In fact the
the necessary information about the
resources are fully available for users to
initiatives.
accomplish the project requirements.
To serve the goal of creating a sharing
This feature allows users to modify
community, a resource repository
the existing design of the vehicle and
was placed in order to guide the user
113
Figure 3.5
Figure 3.5, 3.6_Mulo system’s early mockups by Silvia Emili
114
through the list of available material to be re-used for future projects: that is the asset of the platform from which everyone can draw the necessary resource to fulfil the project requirements.[1] [2]
1 Silvia Emili, PSSD Master Thesis, Politecnico di Milano, Design of the transition strategy for a mobility PSS in Cape Town, 2013 2 Delfino, Remotti, PSSD Master Thesis, Politecnico di Milano, Design and implementation of a sustainable mobility PSS in Cape Town, 2011
Figure 3.8
Figure 3.7
Figure 3.9
115
Figure 3.7, 3.8, 3.9, 3.10_Mulo system’s early mockups by Silvia Emili
116
3.2_THE DESIGN BRIEF AND REQUIREMENTS
As explained in the previous chapter,
resources. The final product is a the
this open innovation platform project is
development of a prototype of a web
based on the design of a solar-powered
platform.
four-wheel light vehicle developed at Politecnico di Milano, developed as
The Web Platform works to support
master thesis by the former student
Open Projects from incubation to
Fabrizio Ceschin.
implementation. The power of the
The success of that project led to the
crowd is the way to evolve and further
development of diverse variants of the
improve the vehicle to be implemented
original vehicle, produced and tested
in low and middle-income contexts: by
within low and middle-income contexts.
submitting their design proposals the
There was an early attempt to turn such
open innovation takes place.
projects into open projects, through
Materials and resources are open
the involvement of local universities
source, they can be used as inspiration
and different students. One particular
or even modified by other users to
project led to a second prototype of the
propose more and more qualitative
vehicle designed and tested in Cape
ideas.
Town for the transportation of people with disabilities.
The research phase was carried out to discover and analyse the
This project aims at designing a
open innovation phenomena and
Product-Service System to design and
the intellectual property rights, to
diffuse sustainable mobility, promoted
be applied within an open source
and supported by universities through
environment, where the creative effort
an Open and Distributed Design for
of users can become an intellectual
Sustainability and crowdfunding, by
resource for other users.
leveraging past project experiences and
The Creative Commons Licensing
117
System help authors protect their
based need.
copyrights and share their works without getting damaged: the platform
• Crowd of Designers (mainly
added value lies in the fact that anyone
design students form the partners
can legally build upon each other’s
institutions involved): with their
ideas.
invaluable creativity
The emerging success of crowdfunding should facilitate the investment of
• Crowd of user: for their financial
a promising design solution, the
support, they have the power to bring
collective financial support of the crowd
the innovation alive.
can be the springboard for a successful implementation.
• Local Producers: to produce and implement the new designed vehicle.
The System Design Concept was
Their involvement beforehand is also
focused on the involvement of different
an attempt to start a self-sufficient
stakeholders to increase the project
business ecosystem, as it is often very
success:
difficult to achieve in those realities due to a lack of resources.
• Universities: as project promoters, as well as pool of
Diverse design methodologies have
resources and networking. For
been used in order to achieve such
every project, Politecnico di Milano
results, precisely Sustainable Product-
and Brunel University of London
Service System Design (with more focus
are the promoters and they start a
on Service Design), Interaction and User
partnership with a local University
Experience Design.
showing interest to design sustainable mobility for a locally-
118
3.3_THE VALUE OFFERING
The main value offering is the
applied within an open innovation
promotion and creation of a facilitating
context.
environment for open collaboration.
The system involves the product
The platform itself is the enabling tool:
(the vehicle) and the service (online
it allows the creation of open source
platform) which play together in
projects to accomplish sustainable
order to provide the final goal of
mobility in low-income contexts.
implementation of a mobility project
The main strategy behind the SunRide
in low and middle-income contexts.
system is to outdo the traditional
The purpose is to create the right
vehicle industry by entering the market
environment to inspire users and attract
through an open platform: universities
stakeholders for the accomplishment of
play a major role as they are the
reliable and viable projects and ideas.
enabling actors of such platform, their guide and management could
The product is the Mulo vehicle
effectively bypass the old market and
designed by Fabrizio Ceschin as Master
implement a cheaper, more sustainable
Thesis at Politecnico di Milano and
and local-business-catalyst mobility.
the platform offering is based on this very product: the original drawings are
From a user’s viewpoint the value
available for users to download and
offering is the provision of a service:
adapt them according to the project
it is an environment where users and
requirements.
stakeholders have the right conditions
The service is the web platform which
to innovate around the topic of
has the purpose of being a baseline
sustainable mobility.
for project activation, development and implementation, as well as main
The concept of the platform stands on
network for partnerships among
the Product-Service System approach,
stakeholders and as pool of resources.
119
These two pillars are the main value
_A universities’ led PSS
offering of the concept, a concept that has been designed around a delicate
Being a web platform entails all the
topic such as sustainable mobility.
benefits of the internet, therefore the
The target of this concept is to improve
possibility to reach out to every user
or create mobility solution within low
in the world, a place that has the role
and middle-income contexts, locations
to gather resources, information,
that very often do not have enough
ideas and people to accomplish the
capital and resources to set their own
sustainable goal.
mobility services.
As aforementioned, universities play the main role of promoters: their
The SunRide Platform serves as
involvement and management creates
channel of implementation of such
the conditions to establish product-
mobility services in a sustainable way:
service systems. The solid network
through a wide participation of users
of schools and academics is the
via the internet, and through an open
baseground for open innovation to
innovation approach, it would be
prosper. They gather and support the
possible to attract many stakeholders
critical mass of people needed to create
to participate to design vehicles to be
collaborative environments, whose
adapted and implemented in those
final goal is to implement sustainable
areas. The potential benefits of this
mobility and spread open innovation
open approach could lead to a real
around the world.
implementation of mobility services
The diverse range of people who might
due to the involvement of users and
get involved within the platform could
stakeholders who can provide the right
guarantee projects with higher chances
solution.
of success, because of the diverse professional fields likely involved, every
120
aspect of the project implementation
them, design an updated vehicle and
can be managed easily, from start to
upload them again on the platform.
end.
Every resource can be downloaded
For example, designers will stress the
and used again, this is the spirit of
attention on the ergonomic aspect of
the open innovation platform, where
the vehicle, or on a particular use of
every contribution is a brick to be used
materials, as well as the creation and
again in another context or project and
fine-tuning of a mobility service along
to serve as inspirational material for
with the new vehicle; economists could
further improvements of an old project
design a reliable business model for the
or for a brand new one.
implementation, or a financial schedule
Such openness can really benefit to
to assure a solid profit over the years;
the whole community: poor contexts
engineers will focus on technical
might have a chance to improve their
features, anthropologists will probe the
mobility-related situation, while the
end user of the vehicle to ensure a great
open source community could confirm
user experience.
the potentialities of this approach and at the same time obtain resources and
These capabilities put together in one
material to further improve the open
project can really bring the innovation
source community itself. Last but not
alive: professionals will have their say
least, the design sector, as well as all
according to their field of study, making
the other professional sectors, can
the project much more reliable in terms
make use of their skills for the cause
of design and implementation.
of sustainable mobility, providing
Another important feature of the
their contributions and ideas in order
concept is that the drawings of the
to improve the conditions of poor
vehicle are available for modifications
contexts, but mostly to help people in
and adaptations: users can download
need of such a vital service like mobility.
121
_ Investing in Sustainable
service. Local resident would be able to
Mobility within low and middle-
create wealth and welfare within their
income contexts
own borders, be it regional or even national, which in turn creates new
Investing in sustainable mobility
wealth and welfare, an economic bloom
might bring diverse benefits. It is an
that was started by the implementation
investment that through the SunRide
of a SunRide project.
platform can really take place: in
Local job opportunities would benefit
the long term it might become the
this event as well: the implementation
worldwide hub to collaborate and
of a mobility service would create
create partnerships in the name of
employment.
sustainability. By improving the mobility conditions
Investing in sustainable mobility
within poor contexts, several positive
through an open innovation platform
scenarios might happen. Through the
would repay because the resources
functioning of the SunRide platform,
collected become extremely valuable
the implementation of a mobility
materials to be used as a baseline
service could really take place and
for future initiatives: past project
consequently changing critical
experiences are the asset that the
situations in low and middle-income
SunRide platform have, and such asset
contexts.
could be the key to further improve the
By implementing a mobility project in a
platform itself, to inspire new ideas and
defined location, a country or a region
to involve new partners and universities,
might be ignited to start a positive
widening the collaboration and
loop: the implementation of a mobility
diffusing more and more sustainable
service might act as springboard for
mobility.
future local businesses related to that
122
3.4_SYSTEM STRUCTURE
The SunRide system concept has been
will be awarded and the subsequent
designed in accordance with the final
production of the new vehicle will
goal of an actual implementation of
start, through the involvement of local
a mobility service within the defined
producers. The final implementation
location.
will be the final step of the whole
In order to achieve this, different actors
SunRide process.
play different roles during each project phase: as a whole, these interactions assure the correct functioning of the
_Stakeholders involved
service offering, increasing the chances of a reliable and efficient mobility
As previously described, the
implementation.
involvement of diverse stakeholders is
Such actors are Universities, Local
a crucial element within the SunRide
Producers, Sponsors and the Crowd of
system. Each actor has a defined
Users.
role with defined tasks that, if seen as a whole, bring the project to its
The flow of the different phases has
completion. Each role has a radius
been designed to guarantee the success
that covers one or more phases, each
of the projects and the creation of
of which is important for the system
partnerships for future initiatives.
functioning.
A project is born when a request of activation is sent to the platform
The main actors in the SunRide system
promoters, followed by an agreement
are:
and ending with the visibility of the project online, ready to receive the
• Universities:
contributions of the users. Once the
are the main platform promoters, the
design phase is over, the best solution
whole system relies mainly on their
123
support and network of partners.
to trigger the innovation event.
This project has two main and per-
Universities establish a valuable pool
manent promoters: Politecnico di
of resources as well: documents,
Milano and Brunel University of Lon-
information, knowledge set a val-
don, these universities have a strong
uable asset within the community,
partnership when it comes to sustain-
since case studies, project experienc-
ability topics and they are the perfect
es or novelties enrich the network’s
interpreter of such role as promoter
resources that in turn increase the
of the platform.
knowledge sharing around the sus-
The other important task of this actor
tainability topic, leading to a valuable
is to establish partnerships with other
ecosystem of actors and resources.
universities, usually local ones according to the project requirements, in order to create a solid pool of aca-
• Sponsors:
demic resources, local realities, local
the role of sponsors is to support and
networking, lecturers, experts and
further promote the projects.
skills which might definitively serve
Their involvement within the projects
for the success of the project.
might happen at the very beginning or even at the very end: they have to
The role of universities is very im-
collaborate with universities and all
portant for the functioning of the
other possible stakeholders in order
SunRide system: they have the power
to guarantee a successful project
to create the right conditions for the
implementation.
projects and initiative to thrive. From
Their contribution must be useful
start to end, they act as incubator be-
to the project’s requirements and it
cause they collect and gather all the
must fit within the whole ecosystem
skills, ideas, materials and actors able
not to spoil or slow down the Sun-
124
ACTORS MAP
main role
main actors
Platform promoters
Politecnico di Milano Brunel University Network of Universities
UNIVERSITIES main activities Manage the website
Evaluate ideas
Networking activities
Manage crowdfunding campaigns
Manage the projects
Manage the implementation
main role
main activities
Project supporters
Promote projects Financial support Skills support
main actors NGOs
SPONSORS
Businesses Associations
Figure 3.11_Roles of the system’s stakeholders
Resources support
125
main role
main activities
Builders
Build the vehicle Test the vehicle Produce the vehicle
main actors Manufacturers Industrials
LOCAL PRODUCERS
main role
main activities
Creative resources
Activate mobility projects Submit design solutions Fund ideas
main actors Students Professionals Experts
USERS
126
Ride process.
the local development: if the mobility
The support a Sponsor could provide
service is managed and delivered to
to the SunRide system ranges from
the local community by local busi-
a financial contribution during any
nesses, therefore the whole ecosys-
phase of the innovation process, as
tem will enjoy the likely bloom of
well as a promotion on diverse chan-
the local economy. It is a long term
nels to spread the word and reach
strategy which the platform and all its
out to new users and/or additional
stakeholders starts and resulting in a
resources.
empowerment of local resources, in terms of physical ones and in terms of human ones.
• Local producers: The role that this actor plays is signif-
The production of the new vehicle
icant in terms of project success and
will serve as real test to check all the
in terms of local development.
features and requirements that the
The primary involvement of local
project brief had to accomplish. The
producers is due to the strong con-
role of local producers is therefore to
nection the platform wants to estab-
validate and approve the final im-
lish by assigning the production of
plementation of the project on the
the new vehicle directly in the hands
field and consequently, sharing to
of local manufacturers, suppliers or
the community and the platform the
companies that operate in the as-
results in order to enrich the pool of
signed project location implementa-
resources, to be used as inspiration
tion.
and project experiences for future
Since the target location of the
initiatives.
platform are low and middle-income contexts, this strategy can increase
127
the crowd of people who can partic-
The spirit of the open platform
ipate to the design of an innovation
expands exponentially the chances
might be considered the most valua-
of offering high quality concepts and
ble factor of the platform concept.
projects: this is due to the easy inter-
Anybody can have his say about a
action of ideas and intellectual re-
project and contribute to the devel-
sources the platform provides for all
opment of a reliable solution to be
its members. According to the license
implemented: users can use their
given, every material is downloadable
creativity and their professional skills
and can be re-used by other mem-
to submit concepts and ideas that
bers to submit a brand new concepts
might be the next sustainable mobili-
or a refined and improved idea, the
ty service within a defined location.
essence of the platform for the role of
Š PROThomas Galvez _Flickr_CC-BY
• Users:
128
user, or contributor, is the possibility
partners and useful materials.
to build upon each others’ ideas.
With this feature the platform simply enables the chance to spot opportu-
The range of people who might
nities to tackle for the proposition of
become a user is wide: there is no
innovative ideas. The platform be-
restriction of profession, since every
comes the hub and the place where
intellectual resources is considered
to propose and address a problem,
valuable. A student may provide
to ignite and incubate sustainable
his own vision of the new SunRide
mobility projects.
vehicle in Malaysia, or a business manager who provides a solution for
All that said, every actor plays a cru-
a sustainable financial schedule over
cial part within the SunRide system,
the years, or even a team composed
which is mainly a web platform where
by different members and expertises
the innovation happens, but its core is
may submit the ultimate concept that
the interaction between one or more
would satisfy all the project require-
stakeholder that in a joint effort, yield
ments and facilitate the work of local
mobility solutions, through a platform
entities in terms of implementation.
which simply enables them to act like agents of change.
The platform serves not only as collector of ideas and solutions but as project incubator: the crowd of users
_How does the SunRide system
may highlight a mobility problem or
work?
an opportunity in a defined location to be communicated to the plat-
The Sunride system revolves around dif-
form promoters, those who have the
ferent main phases, each of which takes
power to activate a project, look for
the whole initiative a little step further,
129
from start to its full completion.
bility of the project, its feasibility, its scope, possible partnerships, resources, expected outcomes and so on.
• Identification:
In case of a positive feedback, an
Everything starts by notifying a mobil-
agreement among the parties, stake-
ity problem or a mobility opportunity
holders, partners etc, will be formu-
to the platform promoters, be it via
lated in order to create a legal docu-
the dedicated channel on the website
ment for responsibilities, limitations,
or via phone with a direct contact.
rights and so on. All the parties are
Whatever the means of notification,
involved during this session, which
the very first milestone of a SunRide
is completed with the drawing up of
project is to make the promoters
a Memorandum of Understanding, a
aware of a potential chance to start
document that will be signed by all
a new mobility project, in the loca-
the involved parties. The document
tion identified either by the notifier,
will be available to everybody for
or to be set up later in relation to the
consultations on the related project
stakeholders involved or in relation to
page, once it will be activated and
partnerships or events.
online on the platform. After this agreement phase, the pro-
• Incubation:
ject can be brought alive by setting
this phase lays the groundwork for
up its own page on the web platform,
a possible project activation. The
with all the related information like
platform promoters meet and discuss
the design brief, project outcomes,
about the opportunity which has
resources and so on. The project is
been addressed and try to get to con-
ready to welcome the design contri-
clusions, discussing about the relia-
butions.
130
• Crowd design:
ment; it is followed by a short feed-
this phase has the purpose of collect-
back phase by the promoters and the
ing the creative designs of users who
experts involved within the project:
wants to contribute to the project
they provide suggestions to each pro-
goal.
ject so that the members can improve
The first step of the crowd design
the idea for the next step.
phase is the Concept Design: every
The succeeding step is the Solution
registered member of the platform
Design, where the users propose
can purpose his own idea and de-
much more detailed ideas and con-
sign which could possibly satisfy the
cepts. Ideally a solution is a refined
project requirements. Depending on
and enriched concept from the previ-
the licenses applied, the concepts
ous phase, but no bound with a previ-
sent are tendentiously available for a
ous concept is required to propose a
re-utilization by other users: thanks
solution.
to the openness of the platform each
As more demanding step, the Solu-
participants can re-use, modify and
tion Design step requires participants
improve other concepts to propose
to provide more detailed ideas, high-
an improved idea that might better
er quality concepts, as well as busi-
satisfy the project requirements.
ness models in order to guarantee the solidity of the idea.
There are no restrictions for partici-
During this step, as well as the previ-
pants in terms of project members,
ous one, users may use other’s ideas
they can participate individually or
and materials to be re-used and mod-
collectively as a team with diverse
ified, in accordance with the license
skills in it.
granted.
The duration of the Concept Design
The crowd design phase is finalized
step depends on the project agree-
with a final evaluation of the pro-
131
posed ideas: the platform promoters
funding initiative, the SunRide plat-
and the experts involved have to se-
form needs the support of more solid
lect the best concept, the one which
and validated crowdfunding plat-
will be implemented in the defined
forms, such as Kickstarter, Indiegogo
location.
to name a few.
• Crowdfunding:
by those platforms, and supposedly
This phase has the purpose of col-
the most important, is the fact that
lecting money by a large amount of
those platforms have a consolidated
people in order to support the pro-
critical mass of users, which assures
duction and implementation of the
that a launched initiative can attract
winning idea.
many contributors and therefore
To organize and manage a crowd-
increasing the chances of a successful
Š 401(K) 2012 _Flickr_CC-BY-SA
The main benefit of being supported
132
IDENTIFICATION AND INCUBATION PROMOTERS - USERS ENVIRONMENT
Universities
Project request approval
Project activation
back - end environment
PROJECT ACTIVATED front - end environment Wait for Promoters’ approval
Title Problem/opportunity explanation Media upload
Form compilation to activate a mobility project
Contact information
Users
Figure 3.12_Identification and project activation phase
133
STAKEHOLDERS - USERS ENVIRONMENT
Joint activation with stakeholders
FIRST
Events flow
Stakeholders
Set project agreement after approval: Memorandum of Understanding among the parties LAST
Events flow
LAST
FIRST
134
CROWD - DESIGN PHASE PROMOTERS - USERS ENVIRONMENT
Universities
Edit project brief Edit requirements Project management
Edit deadlines Quit project
back - end environment
WINNING IDEA front - end environment
Title Description Media upload
Edit/submit a new idea
Authors Intellectual Property Rights
Title Description Media upload
Submit an idea
Authors Intellectual Property Rights
Users Figure 3.13_Main steps during the Crowd design phase
135
STAKEHOLDERS - USERS ENVIRONMENT
Project support
Provide resources Provide expertises
FIRST
Events flow
Stakeholders
Final evaluation LAST
Events flow
LAST
FIRST
136
CROWDFUNDING PHASE PROMOTERS - USERS ENVIRONMENT
Universities
Set requirement Set deadlines Set amount required
Campaign activation
Set implementation plan
back - end environment
IDEA FUNDED front - end environment
Enter an amount of money Give credit card credentials
Fund an idea
Users
Figure 3.14_Funding phase
137
STAKEHOLDERS - USERS ENVIRONMENT
Edit requirement
FIRST
Events flow
Stakeholders
Edit deadlines Edit amount required Edit implementation plan
LAST
LAST
Events flow
Campaign management
FIRST
138
IMPLEMENTATION PHASE PROMOTERS - USERS ENVIRONMENT
Universities
Show project outcomes and enrich the platform’s asset back - end environment
VEHICLE IMPLEMENTED front - end environment
Share project’s outcomes and spark discussion for new initiatives
Users
Figure 3.15_Implementation phase
139
STAKEHOLDERS - USERS ENVIRONMENT
Stakeholders produce the vehicle and favour its implementation
OFFLINE COLLABORATION
FIRST
Events flow
Stakeholders
Provide project reports and resources
LAST
Events flow
LAST
FIRST
140
campaign. In the specific case of a
production of the new vehicle by the
SunRide project, which is related to
beforehand involved local produc-
sustainable mobility, could attract a
er/s, which start the construction of
great deal of supporters, due to the
the vehicle by using the technical
visibility of such crowdfunding plat-
drawings the winning users provided
forms, but mainly to the valuable goal
during the open design phase.
of a SunRide project, which has an
Once the vehicle has been produced,
important magnitude in terms of ethi-
tried and tested, modifications will
cal innovation and social behaviours.
be applied in case of need, it is ready
The SunRide platform by its own
for the actual implementation in the
means does not have the resources
form agreed within the Memorandum
to run its own crowdfunding architec-
of Understandings, be it a public mo-
ture: it would be potentially beneficial
bility service, or a social cooperative,
in terms of management and promo-
or a renting service and so on.
tion of such resources and services,
The completed and implemented
but at the moment is not a priority.
project needs to be shared back on the platform, in order to provide to
• Implementation:
its members resources, materials,
this is the final phase of the SunRide
project experiences which might be
system in which the previous com-
used for future initiatives or to further
mitment of all the parties involved is
improve vehicles or services.
capitalized with the implementation
The experiences lived become mile-
of a new sustainable vehicle.
stones to guide users and to be used
The financial resources collected, be
as references and case studies: here is
it from a sponsor, or a private inves-
where the SunRide asset takes place,
tor or via a crowdfunding campaign,
a valuable pool of resources for the
are now used to start the physical
final goal of sustainable mobility.
Figure 3.16_The SunRide process as a whole
141
142
_Stakeholders motivation matrix
• Universities to users: provide chances to participate in in-
The map shows the motivation each
novative projects and design mobility
stakeholder has to join and being in-
solutions, as well as resources and
volved within the system.
academic skills.
Generally speaking, the common goal is to implement sustainable mobility
• Universities to local producers:
solutions in low income contexts, via
provide participation to new projects,
the involvment of local producers and
to produce new vehicles, even indus-
via an open and crowd-design ap-
trially if required, therefore a potential
proach (the platform), subsequently
chance to start a local business with
each party has its own specific motiva-
related profits.
tions and benefits provided by the other parties.
• Universities to sponsors: provide projects to be promoted.
Main interactions: (those not mentioned do not happen)
• Users to universities: provide new ideas and concepts,
• Universities to universities:
therefore valuable contents and ma-
provide the sharing of contents, case
terials for future initiatives and further
studies, resources around the mo-
knowledge.
bility topic, as well as the network growth, establish new partnerships
• Users to users:
and the sharing of academic skills for
provide new materials and ideas,
the success of the projects.
therefore inspirational contents to provide new ideas and updated concepts, as well as networking due to
143
the creation of project teams.
• Sponsors to universities: provide project collaboration in terms
• Users to local producers:
of enhanced visibility, promotion,
provide new designs and new vehi-
nertworking and potential funding.
cles to build and produce. • Sponsors to local producers: • Local producers to universities:
provide project collaboration in terms
provide project involvment and po-
of potential financial support, as well
tential partnerships, local knowledge
as visibility and company promotion.
to increase the project success and local networking to widen the com-
Ultimately, each actor provides some
munity, as well as technical skills for
or many benefits to each other, demon-
the vehicle production.
strating that the SunRide system is built on strong partnerships and a solid
• Local producers to users: provide technical skills to build, test and produce new vehicles, as well as collaboration related to technical knowldege during the design phase. • Local producers to local producers: provide networking, case studies and resources based on past projects and experiences.
network.
144
PROVIDE TO UNIVERSITIES
USERS
UNIVERSITIES
• • • • •
contents resources materials networking academic skills
• projects • chances to innovate the mobility sector • resources • academic skills
USERS
• • • • •
ideas concepts new materials new contents new resources
• ideas to build upon • contents update • inspiration • networking
• projects partnership • networking • local knowledge
LOCAL PRODUCERS
SPONSORS
• technical skills
• • • •
visibility project promotion funding networking
• technical skills • technical collaboration
145
LOCAL PRODUCERS
SPONSORS
• projects • vehicle production • new business to run
• projects promotion
• new vehicles to build
STAKEHOLDERS MOTIVATION MATRIX
• funding • visibility • project promotion
Figure 3.17_Stakeholder motivation matrix
• networking • case studies • new experiences
146
3.5_INTELLECTUAL PROPERTY RIGHTS MANAGEMENT In an open innovation platform the
it is possible to apply these kind of
management of the intellectual proper-
licenses on creative works, this means
ty rights is a very delicate issue.
that all the resources uploaded by the
The real value on which the whole
participants can be licensed under the
platform is based is the possibility to
Creative Commons (CC).
build upon each others’ ideas, where
The main issue was to understand if
each concept or resource might be the
such licenses retain their validity over a
springboard for a better and improved
tangible product: it would be needed a
idea, for this reason, SunRide must
patent registration to confirm the phys-
provide a reliable, safe and efficient
ical product’s ownership to the original
system that can facilitate the re-utiliza-
creator, but, if not specified in the legal
tion of intellectual properties, primarily
document agreement, it would be
preserving attribution to the original
generally skipped in order to streamline
creators.
and facilitate the project’s bureaucracy.
The licensing system that can guar-
Two diverse scenarios will be now
antee such approach is the Creative
discussed to explain the intellectual
Commons organization. It provides
property rights are managed along the
a set of licenses that allow copyright
phases.
holders to choose which rights they
To be considered that every legal
want to preserve and which they want
aspect around every project within the
to waive. There are six types of licenses,
SunRide system is agreed and signed
explained in this book at 2.4, each of
by all the stakeholders involved in the
which has different characteristics to fit
Memorandum of Understandings (MOU)
to the needs of the copyright holder.
document, the project’s legal reference.
The research phase demonstrated that
© Drew Coffman_Flickr_CC-BY
147
148
No commercial license needed Vehicle drawings SCENARIO ONE
Commercial license needed Vehicle drawings
SCENARIO TWO
Commercial agreement among stakeholders
149
Local producer
Local producer
Figure 3.18_Scenarios around the Intellectual Property Rights Management
Vehicle implementation
Vehicle implementation
150
been designed to generate profit, • Scenario one: drawings with com-
such profit will be distributed among
mercial license.
the involved parties.
This scenario shows how the implementation process flows in case the technical drawings of the chosen
• Scenario two: drawings with
vehicle are licensed for a commercial
non-commercial license.
use (CC BY, CC BY SA, CC BY ND).
This scenario shows how the imple-
The open design phase is over and
mentation process flows in case the
the winner has been announced, the
technical drawings of the chosen
next steps is to deliver the drawings
vehicle are licensed for a non-com-
to the local producer in order to build
mercial use (CC BY NC, CC BY NC SA,
the physical vehicle. The technical
CC BY NC ND).
drawings are licensed with CC but its validity cannot be extended over the
The main difference with the previous
final product.
scenario is the private agreement which needs to be signed between
Without extra specifications within
the producer and the designer.
the MOU, the ownership of the final
Generally speaking, the CC non-com-
vehicle goes by default to the produc-
mercial feature is not an obstacle for
er who built it, who is in turn bound
the implementation process: in case
to stick to the agreement signed. The
somebody is interested in using for
drawings’ ownership, whose infor-
commercial purposes a non-commer-
mation is essential to produce the
cial licensed work, the user has the
final vehicle, remains to the original
right to ask a separated commercial
designer/s.
agreement to the original creator. If
The vehicle is produced and if it has
an agreement is reached, a document
151
which licenses the user to use the
mercial use of the vehicle. This legal
work for commercial purposes will be
practice may be treated directly with-
signed.
in the MOU document before the start
Therefore, a document between the
of the project.
parties will be created for the com-
152
3.6_AN ENABLING WEBSITE
The platform is designed to offer an
was lifted from the rest of the page.
easy navigation, to provide understand-
The menu itself contains all the rele-
able content, to delight the users during
vant paths the users need to have an
his experience in terms of graphical con-
easy and usable navigation: few and
tent. Therefore the three pillars which
highlighted buttons show the section
the website is based on are: Ease of use,
of the website they address, even
KISS method and delight.
grouped together within one button if more sections belong to one button. All that said, I tried to design an infor-
• Ease of use:
mation architecture which is accessi-
the website’s architecture is designed
ble, findable and organized.
for an easy navigation: it is possible to get to the required information from every webpage, an easy finding of
• KISS:
the content lightens the workload the
the approach “Keep It Simple Stu-
user would perform if an approximate
pid” was used as general guideline to
architecture was built.
design the whole platform.
The website menu is hanged on top
The webflow must have consisten-
of every page to guarantee a quick
cy along the user experience: each
reference and guide for users who
page needs to be designed properly
want to access to particular infor-
according to the content that has to
mation. Be it the homepage, or the
be delivered to the user, clear layout,
project page or the contact page,
explanatory iconography and so on.
the menu will always be on top and
The content has the priority over an-
visible even during the scrolling of the
ything else, that is why the size of the
webpages: the specific page content
page is screen-tailored: the content
will pass below the menu banner as it
and all its graphics and layout spread
153
Figure 3.19
Figure 3.19, 3.20_Structure of the website’s layout
154
out over the full-size of the page. In
• Delight:
order to get to the subsequent con-
the last pillar which the design of the
tent the user needs to scroll down to
whole platform is based on is the
see the whole page move until it is
delight one, to make the navigation,
fit to the full-size of the screen. This
interaction and the user experience
means that every webpage is de-
pleasurable and good-looking.
signed in different page-blocks (if two
The typeface used is Raleway Light,
or more contents need to be deliv-
with some exceptions of using a Rale-
ered in the same webpage) that take
way Medium or Bold for very impor-
the whole screen size.
tant texts. The choice of using such font is that it
Besides graphics and layout, the text
is a light and elegant sans-serif font,
of the webpages is relevant because
ideal to relax the eyes while reading
it conveys the principal meaning
texts.
which is supported by such graphics
The font dimension is 12 as normal
and layouts. That is why it has the pri-
text, 14 for an important text and 20
ority within the design of every single
for jumbo texts. The correspondence
webpage: text and relevant informa-
with the html language might be an
tion are usually placed on the upper
h3 (heading 3) for font 12, h2 for font
part of the screen and highlighted in a
14 and h1 for font 20.
way that is can be distinguished from the rest of the information, which
The iconographic approach plays a
are considered however relevant but
major role: the purpose is to convey
need to occupy a secondary position.
the main meaning of a content by relying more on the visual aspect rather than the literal one. During the platform navigation it helps the user
155
Figure 3.21
Figure 3.21, 3.22_Website’s graphics and iconography
156
and the reader absorb the message
in terms of webpage’s design: plain
in a more digestible way: the text and
colours have been chosen for each
the icons have the same importance,
section of the website, and to all the
there no hierarchical disposition, they
related webpages are applied with
support each other.
the same consistency, mainly to
The icons themselves are clear and
visually guide the user throughout
easy to understand.
his user experience. This approach is
Texts used in the webpages have the
also used within the project pages,
role to convey information in pills:
they use the colour of the phase they
short texts help the user understand
are going through, to help the user
the content in a sequential way, it is
identify it at first glance. Moreover,
useful in terms of the organization of
this is mainly useful within the world
the information itself and in terms of
map webpage, where all the SunRide
the design of the layout of the web-
projects are visible, a colour reference
page.
is definitively solid to distinguish projects on the user’s screen.
Colour is another important aspect
Figure 3.23_SunRide logo by Emanuela Delfino and Silvia Remotti
157
Figure 3.24_SunRide’s system page
Figure 3.25_Projects Map page
Š baldiri_Flickr_CC-BY-SA
PART FOUR: THE SUNRIDE PLATFORM PROTOTYPED
164
4.1_WEBSITE LAYOUT
The layout of the website has been
section, within which are grouped the
designed to facilitate the overall user
What is SunRide, the How it Works and
experience and the related findability of
the Credits buttons.
information. At the right side of the menu there is To every webpage has been applied two
the login button, where the user by
master layouts: one for the menu bar at
entering its credentials can access to
the top of the page and a footer to the
the platforms services. The login is a
bottom of the page.
pop-up window that fades in at the upper-right area of the screen, provided
The menu bar has on the left side the
with all the classical options for
SunRide logo, to serve as homepage
signing in. An external user can join the
link if clicked (a trick widely used
SunRide’s community from that window
nowadays over the web); right after
by clicking on the related button to
it, the four main buttons are shown
register, signing up and become a
to allow users to find their way on
member of the platform.
the website. The organization of the wayfinding have been kept easy and
At the bottom of every webpage, a
light to facilitate the user’s navigation:
footer is placed to close the page itself.
such button are the Projects Map
There are the main links around the
link, the Project Activation link, the
legal specifications of the platform,
Resources link, within which are
such as the Terms and Privacy and
grouped the SunRide Drawings, the
the Intellectual Property Rights
Ideas Archive and the Sustainability
Management. Besides, a link to contact
Assessment tool buttons.
the promoters is visible on the right part of the footer, by clicking the text a
Next to that button there is the About
pop-up window opens up, like a form
165
Figure 4.2_Login/Sign up detail
Figure 4.1_Pages layout, menu
166
to be filled out; the user needs to enter
to the top of the page, in order to avoid
his information and the message to be
a long scrolling up in case the page is
delivered to the recipient, then press
long and full of content.
the button to send the message.
On the right edge, there are the buttons to link the platform’s presence
At the center of the bar there is a button,
on diverse social platforms, such as
quite common nowadays on the web,
Google+, Linkedin, Facebook and
that if clicked, it helps the user go back
Twitter.
167
Figure 4.3_Pages layout, footer
Figure 4.4_Contact the Promoters button, form detail
168
4.2_HOMEPAGE
The website’s homepage is divided
steps and main features of the platform.
in four blocks, each of which has the
Another interaction is the scroll down
purpose to deliver a specific message to
button placed in the right-bottom
the user.
corner of the screen, whose purpose
The very first part has to communicate
is to help the user scroll the pages by
what this platform is all about: there is
clicking the arrow icon button. This is
the logo well displayed in the middle
a helpful features that is quite diffused
followed below by a short description
over the internet: since the pages of the
that has to be enough clear and
platform are mainly divided in blocks
concise. Such texts change according
that fit the size of the screen, I thought
to the slideshow on the background
it would be helpful to assist the user to
that scroll images horizontally. Their
navigate the pages with the minimum
purpose is purely evocative: the y have
effort; once the button is clicked, the
to show moments and experiences
page moves towards the next block.
achieved through the SunRide platform, be it the picture of the last vehicle
Right below the video section there
implemented or a set of concepts
is an introduction infographic which
grouped together for a previous project.
shows the user what is possible to do within this web platform. The first part
The main interaction the user can have
on the left shows the possibility to
here is the play button right below the
start a project and the related link right
texts. The video embedded shows in
below the text, the central part shows
two minutes and in a very informal and
how the user can contribute to the
clear way what is the SunRide system
platform both via his creativity and via
and how this platform works, along with
crowdfunding. The link below brings the
an appropriate iconography. A voice-
user to the Map of the Projects where all
over explains to the user the different
the initiatives are visible and interactive.
Figure 4.5_The SunRide Homepage in its entirety
169
170
The third part, the one on the right
possibility to have a wider vision of the
side of the screen, has the purpose to
ongoing projects.
introduce the vehicle which is used as
On the remaining part of the screen
basis for the implementation of new
the actual news is described by a little
models and spinoffs; the link below
text along with an appropriate title and
brings to the dedicated webpage, where
image. The related link to the project
all the information are available to
is placed below the description, this
have an understanding of it, as well as
allows the user to go to the project page
downloading the drawings needed only
whenever he/she wants.
for registered users.
The user has the possibility to choose view again the interested news by
Two links are clickable at the bottom
clicking the little circles right below the
of the screen: the first goes to the page
news which serve as indicators.
where the whole SunRide system is explained and described and the
The last block of the homepage is a
second one goes through the different
form for the registration of the user
phases of the process.
as a platform member: by signing up the user can have access to the
The next block regards the news around
main features of the service, like the
the different ongoing projects. This part
download of the technical drawings,
is designed as a slideshow of news: two
submitting a contribution during the
third of the page is dedicated to the
design phase, as well as participating to
world map, it serves as display to help
the crowdfunding phase. It is possible
the user spot the location of the news
to skip the form compilation by
and the related project. At the bottom
clicking on the related social network
the world map there is the link to the
button in order to connect the user’s
Projects Map page to give the user the
information via such platforms; this
171
Figure 4.6_First and second level, SunRide Homepage
172
is a quite spread approach to make
At the bottom of the homepage there
a seamless user experience. The user
is the sitemap to guide the user during
can alternatively register through the
his first experience on the website. On
classic form compilation: by filling it out
the right the promoters’ logos are well
and accepting the platform’s terms and
visible, namely Politecnico di Milano,
conditions, the user is now a member
Brunel University of London and Lens.
of the SunRide community and he/ she is ready to make a full use of its potentialities.
Figure 4.7_Sitemap detail, SunRide Homepage
Figure 4.8_Promoters and partners detail, SunRide Homepage
173
Figure 4.9_Third and last level, plus the sitemap, SunRide Homepage
174
4.3_PROJECTS MAP
This page of the platform is probably
the projects during their incubation
the most important because it
phase; it is possible to link the project
allows the user to have a clear and
activation page via this filter. The active
immediate glance of the SunRide
button shows only the ongoing projects:
system and process. The map allows
from this level, the user can have access
the interaction and link with all the
to the related project’s pages and in
projects on the platform, whether it is
turn interact with the different phases;
an incubated project or an ongoing or
the implemented button displays only
an implemented one, this page it may
the projects which have been achieved
be considered the dashboard the user
and locally implemented: the related
can interact with in order to support the
project’s pages explains the main
SunRide initiatives in every phase.
achievements, benefits and project’s timeline and resources to be reused,
The background is an illustration of the
as well as the display of the project’s
world on which the project icons are
timeline and the winning concept.
placed in correspondence of the project location. On the left of the screen a
The icons show the phases the project is
phase guideline legend is visible to help
going through: the Incubation, Concept
the user visually identify the different
Design, Solution Design, Crowdfunding,
stages of the projects.
Closed Project, Implemented Projects
On the right side is instead placed an
are the main phases within this page
interactive filter to visualise the projects
to distinguish the initiatives on the
according to their status: the show all
platform. By passing the mouse over
button allows a complete panorama
the name of the location a pop-up
of all the projects activated, run and
box appears with the main project
implemented by the SunRide system;
information: project’s name, the main
the incubated button filters only
stakeholders involved, the project’s
175
Figure 4.10_Projects Map page
Figure 4.11_Buttons of the Projects
176
actual stage and fulfilment percentage
the phase fulfilment and a description
and additional information about the
text to explain the user the project’s
days left to move to the next phase, the
requirements and goals along with
actual contributions in terms of ideas
some images and sources to better
sent and participating members.
frame the context.
This kind of information appear
The stakeholders are always visible
when the projects are going through
on the right side of the screen
the design phases, while for the
grouped within a box as well as the
crowdfunding phase the additional
legal information below the project’s
infos provided range from the current
description: the buttons open either
amount of money pledged and the
a new page or a pop-up window to
final goal of the campaign, while for the
display the project’s agreements
implemented projects the information
between the parties (Memorandum of
provided ranges from the original
Understanding) and additional terms
creator of the idea and the winning idea
and conditions specifying the project.
itself. The closed challenge window shows the very minimum amount
Below such introduction level, there is
of project’s information, which may
the list of the submitted ideas by the
range from none to the display of the
participants. Such concepts or solutions
stakeholders or other additional infos;
are displayed like cards along the
it depends mainly from the agreement
page: the user can see specifications
signed between the parties.
and details of each concept by clicking
Eventually, by clicking the button the
on the card. The thumbnail of each
link will bring the user to the dedicated
concept has the essential information,
project page.
project’s authors, sustainability assessment ranking and an image of
The dedicated project pages show
the idea.
177
Figure 4.12_Project’s information pop-up windows
Figure 4.13_Project page, introductive part
Figure 4.14_Project page, Concept phase, part one
178
179
Figure 4.15_Project page, Concept phase, part two
Figure 4.16_Project page, Solution phase, part one
180
181
Figure 4.17_Project page, Solution phase, part two
182
At the bottom of the page there are two
and resources sent by the authors
buttons regarding the submission by
regarding their idea are visible and
the users of ideas and solutions: the
available, if allowed, to be downloaded
button on the left brings the user to the
and reused by the members of the
submission page, the other buttons
platform: such material is the added
goes to the original vehicle drawings’
value of the platform and it will become
webpage.
the asset for future initiatives and for inspiration.
The concept page is the showcase of the idea: at the top of the page the title
The submission page has a quick and
and the authors are visible, as well as, at
clear introduction level to explain the
the very right, a graphic showing if the
user how to upload his material and
idea is original or if it was created from a
to complete the submission: the form
previous idea, with the related Creative
to be filled out asks for idea’s title,
Commons license.
description, intellectual property rights
A text describing the idea is the main
management (hence if the idea is
content of the page, along with all
original or if it is a spinoff of another’s
the related pictures, renderings,
idea) and the creator’s names. Once
videos and infographics useful to best
this step is completed and all the
explain and convey the meaning of the
materials uploaded, the user has to fill
concept. Right below the descriptive
out the Sustainability Assessment in
part, the completed form about the
order to evaluate the concept in terms
Sustainability Assessment is shown
of different parameters and criteria:
to display the ranking the concept
since one of the main purposes of
was assigned; the user can look at the
the platform is to diffuse sustainable
different assessment’s parameters.
mobility, the higher the ranking, the
At the bottom of the page, the material
higher the chances to be chosen as
Figure 4.18_Concept submission page
183
184
Figure 4.19_Concept page, part one
185
Figure 4.20_Concept page, part two
Figure 4.21_Solution page, part one
186
Figure 4.22_Solution page, part two
187
188
vehicle to be implemented. At the
level of the webpage, as well as the
bottom of the page the user needs
presence of a informative box on the
to accept the platform’s terms and
right side of the screen, which provides
conditions and eventually press the
a general overview of the campaign
submit button to contribute to the
progress. The button below such
success of the project.
box links the platform to the related initiative on the chosen crowdfunding
The page layout just described is
platform, where the user can eventually
applied to project during the Concept
financially support the campaign.
Design or Solution Design phases.
At the bottom of the page there is a
For the closed project, little information
button to show the original project’s
is provided, only the stakeholders
description and design brief. Such
involved on the right side of the screen;
visualisation is hidden until the user
on the left side a compact form gives
clicks on the button, in order to keep
the possibility to the user to join the
the focus on the main content of the
project by sending to the promoters a
page: crowdfunding initiative.
request of participation, along with a motivational message.
The implemented project page has indicatively the same layout as the
The project pages regarding
design phases.
crowdfunding have a similar structure
The main differences are the presence
as the previous ones, the difference
of the winning vehicle, with description,
stands within the main content, which
images and authors, as well as the
is a sort of promotion of the winning
related link to the detailed concept
concept to be funded.
page; the presence, right below the
A brief introduction of the idea, along
concept description, of the project’s
with its authors, is provided in the main
timeline in its entirety: the timeline is
Figure 4.23_Solution submission page
189
190
Figure 4.24_Project page, Crowdfunding phase, part one
191
Figure 4.25_Project page, Crowdfunding phase, part two
Figure 4.26_Closed project page
192
made of the most important project’s
main information about that event, an
dates during the different project’s
event title, a description along with an
phases: the user can interact with such
appropriate image.
dates to obtain more information about
At the bottom of the page, all the
the main events that led the project
project’s resources, materials and
to its success. By clicking on the date,
deliverables are available for the whole
a pop-up box appears and reveals the
community.
Figure 4.27_Implemented project page, part one
193
194
Figure 4.28_Implemented project page, part two
195
Figure 4.29_Implemented project page, part three
196
4.4_PROJECT ACTIVATION
The project activation page has
to the compilation of the project
the purpose of pushing users and
activation form: the user, once he/
collaborators to activate sustainable
she has identified a mobility problem
mobility projects.
or opportunity, has to enter the main
The first page block gives an
information about such opportunity,
introduction to the actions the user
like a title and a description of it, along
can perform in order to send a project
with all the materials, resources or case
activation request: a jumbo title along
studies, which may help the promoters
with a smaller descriptive text introduce
better understand the issue. Such
the topic; below three icons depict
resources can be uploaded by the user
the main actions to achieve the result,
by clicking on the related area with the
along with the following text.
folder icon, then browsing the files and uploading them.
The next block shows the successful
Besides, the user is asked to enter his/
projects implemented thanks to the
her personal information like name and
SunRide system: the goal of this level is
surname, in order to have a reference
to push users to start a new projects; by
to contact back in case of request’s
peeking in the implemented initiatives,
acceptance; businesses, universities or
they fully understand the potentialities
other entities have to enter additional
of this platform. A showcase of three
information like the organisation they
case studies is visible for the user to
belong to and a phone number, to
have a deeper understanding of each
distinguish them from single users.
project history, simply by clicking on the
Such information are needed for
related image. Below the case studies
a business collaboration and/or
there is a button to bring the user to fill
academic partnership in order to better
out the form for the project activation.
define the stakeholders’ role within the
The final part of the page is dedicated
project’s hierarchy.
Figure 4.30_Project activation page
197
198
4.5_RESOURCES
The drawings webpage has the purpose
assessment’s ranking; on the right side,
to introduce the user to the original
a chart provides technical information
vehicle that can be downloaded and re-
of the vehicle, like power, weight, main
used to create derivative works.
usage, as well as different criteria
The first block of the webpage gives
around its fabrication, like the amount
a brief about the history of the
of materials needed, the project
original vehicle, how it was born and
complexity, the building-time needed
developed by the then student Fabrizio
and the overall costs. The lower part of
Ceschin, along with a series of images
the level shows the original author/s,
representing the original vehicle and
the license applied, along with a link
some of its main spinoffs.
button to get the user to the related
The second block of the webpage
explanatory page, and the download
explains the main actions that the
button to save the files on the PC.
user may perform around the original
At the moment, within this platform
drawings: as a platform member, is
prototype, three vehicles are available
possible to download the drawings,
for downloads, namely the original
re-use such drawings to develop a new
vehicle drawings by Fabrizio Ceschin
concept and ultimately upload them
(the MULO project), the SunRide vehicle
for the concept submission. Three icons
tested in Cape Town by Emanuela
along with the appropriate text describe
Delfino and Silvia Remotti, and the
those actions.
SunAmbulance vehicle by Chiara
The next level of the webpage display
Tranelli, for the transportation of
the different vehicles available for
patients and injured people.
download: the layout provides a slideshow of pictures related to the
The ideas archive page serves as library
vehicle on the left, along with the
to help users search and find the
vehicle’s title and the sustainability
concepts submitted by the participants
199
Figure 4.31_Ideas archive page
Figure 4.32_SunRide drawings page in its entirety
200
201
Figure 4.33_SunRide drawings page, first and second level
Figure 4.34_SunRide drawings page, third level
202
203
Figure 4.35_SunRide drawings page, last levels
204
during the project’s phases to be used
of their concept. The aim of this tool is
as inspirations for other users and
to classify the concepts sent in order
to look for particular resources and
to add value and quality in terms of
deliverables.
sustainability.
The page gives a quick introduction
The first level of the page gives
to the content by explaining with text
an introduction to the tool, it was
the purpose of this page. Right below
developed by the Design and
the introduction, a form is available
System Innovation for Sustainability
to start a search of the idea needed:
department at Politecnico di Milano and
the user has to enter data following
the Learning Network on Sustainability
different criteria, like the name of the
(LENS), whose button to link to its
author or that of the idea, indicate the
website is available at the bottom of the
sustainability assessment ranking if
screen.
needed, indicating the license and/or
The rest of the webpage explains
filtering the concepts by projects.
the different topics the assessment
By pressing the search button, the user
encompasses, going through a
will receive the list of the concepts and
description and listing the main points
solution which are aligned with the
of such topic. The topics are: use
research parameters inserted: the user
intensification/extension, material
can then browse the concepts and
life extension, energy consumption
click on the desired one to go to the
reduction, material consumption
dedicated page to get the information
reduction, toxicity reduction and
and data needed.
resources conservation. The bottom of the webpage shows the
The Sustainability Assessment webpage is an explanation of the ranking tool used by users during the submission
ratings available to evaluate each topic.
Figure 4.36_Sustainability Assessment Tool page
205
206
Figure 4.37_Sustainability Assessment Tool page, part one
207
Figure 4.38_Sustainability Assessment Tool page, part two
208
4.6_ABOUT
This section of the website provides
design phase and the implementation
information about the platform itself
phase.
and about its functioning, how the innovation process works and what
The second level is built using an
actions the users can perform within
infographic about the SunRide system:
such platform.
the main stakeholders revolve around the project to show their importance
The webpage “What is SunRide“
in order to achieve the project’s goals.
introduces the platform itself by
Icons and text describe the role of each
explaining the main functionalities
actor, thus the user has a clear and
and characteristics: the page adopts
immediate understanding of the system
more an iconographic and infographic
as a whole.
approach than a textual one; by using such graphics, it is possible to
The third level shows the availability
convey to the user a greater amount
of the original drawings on the related
of information within a smaller area,
page: a banner introduces the topic,
as well as the advantage to provide
then a picture of the vehicle along with
such data all in one place, therefore
a descriptive text provide a general
comparable among one another.
understanding; three little icons to show the main actions around the usage of
The first level of the page introduces the
the drawings. Eventually, at the bottom
platform with little descriptive texts and
of the screen, there is the link to bring
where needed; there is a jumbo text on
the user to the dedicated page.
the top of the screen, a text right below it and four icons depicting the main
The last level show the crucial role of
features of the platform: opportunity
the platform promoters: Politecnico
identification, project creation, crowd-
di Milano and Brunel University, along
209
Figure 4.39_What is SunRide page, part one
210
with a local university partner which
crowd-design stage highlighted and the
is involved according to the project
final phases. Through this infographic
location, are the engines that run the
the user has a clear and general vision.
whole platform and those who sustain the community and the network of
From the second to the last level of
partners and collaborators.
the webpage, every stage is explained through a series of appropriate icons
The page introduces the topic with texts
and texts, as well as the actions to be
and right below such texts the main
performed.
promoters are shown by displaying the
The first phase described is the
university’s logo and a text to define
incubation phase, along with the button
its role within the system, along with a
which links to the project activation
picture of the main reference: Prof. Carlo
page; the second phase is the crowd-
Vezzoli for Politecnico di Milano, Prof.
design, which describes the difference
Fabrizio Ceschin for Brunel University
between concept and solution, along
of London and a local professor for the
with the button which links to the
local university.
projects map.
The “How it works“ page has the
The third phase is the crowdfunding
purpose of explaining to the user the
campaign and the last one is the
system’s phases, their features and the
implementation phase, along with the
actions the user can perform during
button which links to the projects map,
those phases.
in order to show the user the initiatives
The first level of the page is an
already implemented.
infographic which shows the SunRide’ process as a whole: the sequence of the phases represented by icons, the
211
Figure 4.40_What is SunRide page, part two
Figure 4.41_How it works page
212
Figure 4.42_How it works page, infographic detail
213
214
Figure 4.43_How it works, process detail one
215
Figure 4.44_How it works, process detail two
216
4.7_INTELLECTUAL PROPERTY RIGHTS MANAGEMENT This section of the website has the
four license criteria are shown and
purpose to clarify and give a general
described to make the user available
understanding of how the management
of the potential of such licenses. The
of the intellectual property works within
layout makes use of the appropriate
an open innovation platform.
icon and an explanatory text of the
This is a very delicate topic, since
attribution feature, the non-commercial
the importance of attribution is the
feature, the share alike feature and the
main pillar of creative profession; it
non-derivatives feature.
comes even more important when your concept, ideas and materials are
The next level has to introduce the user
available for re-usage by other people.
to the six different licenses available: the
That is why the Creative Commons
graphic shows the level of openness,
Licensing System has been chosen:
from the least restrictive license of
its wide set of licenses allow authors
the most restrictive one. Through this
to share their work without being
infographic the user has a general
damaged, since attribution is always
understanding of the different licenses
required to keep the usage legal.
to be applied to ideas and concepts.
The first level of the page gives and
The next level provides an explanation
introduction to the Creative Commons
around the licensing process on
entity, at the top a banner and a
SunRide: it is described what license
descriptive caption introduce the topic
and how it may be applied to an idea;
and right below another text explains
the scenarios show the user with the
what is it and by providing a button
freedom to choose the license he/
which links to the original website.
she wants and how a license may be
The second level of the webpage has
applied to all the submission according
more the nature of an infographic: the
to the agreement signed before the
217
project launch.
six licenses: it gives an understanding
The last part of the webpage shows
license has been applied, as well as the
a chart to visualise the different
conditions for the creation of derivative
application and interactions among the
works from an original one.
Figure 4.45_IPR management page, part one
of the conditions to be followed when a
Figure 4.46_IPR management page, infographic detail one
218
Figure 4.47_IPR management page, part two
219
Figure 4.48_IPR management page, infographic detail two
220
Figure 4.49_IPR management page, infographic detail three
221
222
4.8_TERMS AND CONDITIONS
This section of the website has the
of the different parts of the legal
purpose to provide to the users all the
document: a briefing is provided next
legal aspects and information which
to the related part, so that the user
make the SunRide system legal and
is able to catch the main meaning
efficient.
without reading the whole and tough
In order to improve the user experience,
document.
the terms and conditions of use part
On the left side of the page, there is the
and the privacy policy part have been
legal and full text, with all the details
separated in two different clickable
and specifications to be aware of.
areas: it is possible to access to the
This is the document which is always
desired information by clicking the tabs
recommended to read for a full and
placed at the top of the webpage. By
clear understanding of the SunRide’s
doing this, the clicked part will appear
terms and conditions of use, as well as
and the other one will stay hidden until
limitations, responsibilities, disclaimers
the user clicks again the related button.
and the privacy policy.
The layout has been designed to
The privacy policy text is available for
facilitate the user in reading such
reading by clicking on the related tab:
complicated and long documents:
the page will change and the text will
the terms and conditions document is
appear to be consulted.
divided in two main parts, on the right
No user-friendly text has been used
side of the page there is a particularity
here since the privacy policy text is a
that has recently started to be used
common document used in almost all
and then spread on the web, that is, the
fields, whose structure rarely changes;
user-friendly text of a legal document.
it is, besides, a less complicated
The purpose of this approach facilitates
document to read, that is why it is
the user’s reading and comprehension
shown in its entirety.
223
Figure 4.50_Terms and Conditions page, terms detail
Figure 4.51_Terms and Conditions page, privacy policy detail
Figure 4.52_Terms and Conditions page, Terms
224
Figure 4.53_Terms and Conditions page, Privacy Policy
225
Š baldiri_Flickr_CC-BY-SA
Š Colin Knowles_Flickr_CC-BY-SA
PART FIVE: NEXT STEPS AND PROJECT CONSIDERATIONS
232
5.1_NEXT STEPS
The SunRide Open Innovation Platform
department (Metodi E Tecnologie
for Sustainable Mobility has been
Innovative per la Didattica), whose
successfully designed and prototyped.
department manager, Dott.ssa Susanna
The project’s next steps regard the
Sancassani, is the assistant supervisor
actual online implementation, the
of this thesis.
developing of such platform to be working over different devices, such as
The debug phase is necessary to
tablets and smartphones, and the vision
actually test and improve the website’s
to create a trustful and copyrighted
performance in order to make it work in
brand, around the SunRide system and
the best way possible and to guarantee
community.
a great user experience. Besides a likely html code improvement and fine-
The platform’s prototype is fully
tuning, there will be the need to connect
functioning: the pages’ links, the pages’
the website to a solid and efficient
layout, the animated effects, the forms
database, so that the user information,
and the videos have been tested over
all the data uploaded regarding the
and over during its design.
project’s submissions, as well as all the
The prototype will soon be put online
platform’s resources available for users,
on a server, by specific technicians
can be kept and stored. Once such
and researchers to start the debug
steps will be completed, the platform
phase. Such technicians may belong
will be ready to upload and download
to the school, Politecnico di Milano, so
data and information.
that the debugging is run internally,
Such platform will likely require the
to be also better overseen by the
supervision of a webmaster or ICT staff,
DIS Department (Design and System
or anyway a team who can manage
Innovation for Sustainability). Another
and take care of the overall platform’s
potential candidate may be the METID
performance.
233
Š ErickDimas 001_Wikimedia Commons_CC-BY-SA
234
Another possible growing of SunRide
The SunRide platform does not have
is to design and develop a responsive
such goals, but the possibility to
system, in order to make such platform
widen the radius of its presence over
viewable, available and usable from
the majority of devices, could really
different devices; a practice which
bring an invaluable benefit in terms of
nowadays is greatly spread over the ICT
accessibility and thus user involvement.
sector. The main goal of a responsive design for The benefits of having the SunRide
the SunRide platform would be to make
platform viewable on different devices is
the website usable from the majority
to primarily reach out to more potential
of devices: primarily from desktops,
users and collaborators: such website
which the platform was originally
available on smartphones may increase
designed from, mainly because it is
the chances of a “sharing effect“ and a
the ideal channel through which the
wider promotion and diffusion of it via
user can interact the best. Secondly
the internet. More users can get in touch
from tablets and smartphones, whose
with the platform during their everyday
features and limitations as well cannot
commuting, for instance, and therefore
provide the same yield as the desktop
interact and become a potential new
interface: smaller screens do not
member of the community.
facilitate interactions and visualisations,
These aspect are nowadays crucial if
therefore the main goal of bringing the
not even essential in the marketing
platform on such devices is mainly to
sector: the findability and ubiquity of
display the content at its best, and at
websites and application have great
the same time to “charm“ the user to
importance because of their ability
make him/her join the community and
to attract and involve a great deal of
to push the interaction on desktops
potential customers and users.
once available.
Figure 5.1_Responsive design on different devices
235
236
Figure 5.2
Figure 5.3
Figure 5.2, 5.3, 5.4, 5.5_Applications of SunRide on different devices
Figure 5.4
Š Brad Flickinger_Flickr_CC-BY
237
238
Another important step for a great and
entity, including a public institution or a
ambitious diffusion of the SunRide’s
cooperative.
system would be the creation and
The owner of the collective mark is
establishment of a trademark.
responsible for ensuring the compliance with certain standards (usually fixed
As described in the previous chapters,
in the regulations concerning the use
the creation of the SunRide trademark
of the collective mark) by its members.
could bring it to the next level: it could
Thus, the function of the collective mark
become a legal entity which pursues
is to inform the public about certain
sustainability goals worldwide, as well
particular features of the product for
as a reliable entity through which more
which the collective mark is used. Most
and more businesses and realities could
countries require that an application for
be willing to collaborate with.
a collective mark be accompanied by a copy of the regulations which govern the
The best option for this strategy would
use of the collective mark.
be the creation of a collective mark. Around such topic, the WIPO (World
Collective marks are often used
Intellectual Property Organization)
to promote products which are
states: “Collective marks are usually
characteristic of a given region. In such
defined as signs which distinguish the
cases, the creation of a collective mark
geographical origin, material, mode
has not only helped to market such
of manufacture or other common
products domestically and occasionally
characteristics of goods or services
internationally, but has also provided a
of different enterprises using the
framework for cooperation between local
collective mark. The owner may be
producers. The creation of the collective
either an association of which those
mark, in fact, must go hand in hand with
enterprises are members or any other
the development of certain standards
Š Caitlin Childs_Flickr_CC-BY-SA
239
Figure 5.6_ SunRide vehicle in Cape Town by Emanuela Delfino and Silvia Remotti
240
and criteria and a common strategy. In
The main benefits for the stakeholders
this sense, collective marks may become
is that the belonging to a group of
powerful tools for local development.
actors with shared goals and strategies
Associations of SMEs may, therefore,
could increase the chances of success,
register collective marks in order to
as well as the enlarged and enriched
jointly market the products of a group of
network of contacts and partners: this
SMEs and enhance product recognition.
facilitates the sharing of information
Collective marks may be used together
and data, it creates a preferred
with the individual trademark of the
channel for an easier and streamlined
producer of a given good. This allows
collaboration. Besides, it helps
companies to differentiate their own
businesses stand out from competitors:
products from those of competitors,
the membership to an ethically active
while at the same time benefiting from
association like SunRide may result in
the confidence of the consumers in
an increased customer’s confidence
products or services offered under the
regarding its products and/or services.
collective mark.�[1] Through this strategy, SunRide could This option could help the
become a real mark recognised
establishment of the SunRide system
worldwide, a cockade with which
as main and likely unique entity for the
the stakeholders and members can
implementation of sustainable mobility
emblazon themselves and being proud
through an open innovation approach
of their membership, for the ethical
and the collaboration of universities
support they are giving to the needful
and businesses.
people.
1 WIPO website, http://www.wipo. int/sme/en/ip_business/collective_ marks/collective_marks.htm, 11/2015
241
UNIVERSITIES
LOCAL PRODUCERS
SPONSORS
USERS
MOBILITY IMPLEMENTATION
Figure 5.7_ SunRide’s collective mark system
SUNRIDE VEHICLE
242
5.2_PROJECT CONSIDERATIONS
This thesis has led to different
implement new projects and to show
considerations: I am honoured and
how much effort was made to achieve
satisfied of the work accomplished
such results and successes.
so far. It all started and still is the realization of a student’s work pursuing
Besides, through the platform, there are
his graduation, but it is also the actual
chances to establish a great network
implementation of a student’s work
of contacts around the sustainable
in the real world. Nothing would have
mobility topic, as well as a great pool of
been possible without the invaluable
resources, materials, case studies and
support of different people, which made
real applied and implemented projects.;
such work possible and real.
it will likely become an important library to expand and deepen the knowledge
The SunRide platform is the completion
and the network.
of an effort started long time ago: an effort started by different students,
The SunRide platform may use the
whose thesis deepened the knowledge
school’s resources and network
around sustainable mobility. Such
(Politecnico di Milano) to further
knowledge, through the commitment
diffuse its presence over the world:
and work of the stakeholders
the LeNS (Learning Network on
involved, brought to further project
Sustainability) could provide additional
developments and experiences, which
skills, human resources and contacts
eventually led to the design and
to bring SunRide to a new level of
development of this web platform.
implementation. Its presence could
This thesis is just the tip of the iceberg
permeate in new sectors and its
and it hopefully can be the means to
resonance would definitively benefit
diffuse sustainable mobility around
from it.
the world: it may be the springboard to
243
The SunRide platform can act and serve
grouping of stakeholders with common
as contact point between the academic
goals and strategies to implement
world and the business world: a
sustainable mobility. From the user and
binomial which rarely meet with shared
customer’s perspective, the collective
goals and expectations, but with this
mark will increase the reliability of
platform, there might be a bridge
the system as a whole, as well as an
between these two areas, keystone
increased confidence, a sign of success
for a reliable and also profitable
and trust, also for possible investors.
collaborations for the accomplishments of sustainable mobility.
Last but not least, the refinement and
Users and contributors also have the
development of the SunRide platform
opportunity to have their say in terms of
for different devices, that is, responsive
design and funding, in a way that is not
design, could even multiply the
new to the internet, open innovation
diffusion and promotion of the platform
and crowdfunding, but it is applied
worldwide: the possibility to interact
in a new knowledge field through the
with it from tablets and smartphones
interactions of new stakeholders within
could amplify its presence, reaching out
a system of collaboration and shared
to more and more users and potential
goals.
partners, as well as intensifying the presence over social media.
In terms of legal establishment, the creation of a collective mark for the
The SunRide platform started as master
SunRide system can give birth to
thesis, it is now being debugged for
a group of interested and reliable
an online implementation, hopefully
stakeholders within an association
for a quick opening and for a fully
which has legal requirements to
functioning open innovation platform
become the first and likely the unique
for sustainable mobility.
Š Colin Knowles_Flickr_CC-BY-SA
248
_REFERENCES AND CREDITS
_BOOKS • Product-Service System Design for Sustainability - C. Vezzoli, C.Kohtala, A. Srinivasan, GreenLeaf Publishing 2014 • Vezzoli, C., Bacchetti, E., (2016), ‘The Sustainable Energy for All Design Scenario’, in Jonathan Chapman (Ed.) The Routledge Handbook of Sustainable Product Design (in print) • The SAGE Handbook of Intellectual Property - M. David, D. Halbert, SAGE Publications Ltd, 2014 • Costruire servizi digitali - M. Pillan, S. Sancassani, Apogeo 2003 • HTML&CSS, design and build websites - J. Duckett, John Wiley & Sons, 2011 • JAVASCRIPT&JQUERY, interactive front-end web development - J. Duckett, John Wiley & Sons, 2014 • Knowledge is beautiful - D. McCandless, William Collins, 2014 • Information is beautiful - D. McCandless, HarperCollins Publishers, 2009
_PAPERS AND ARTICLES • CROWDFUNDING: TRANSFORMING CUSTOMERS INTO INVESTORS THROUGH INNOVATIVE SERVICE PLATFORMS - A. Ordanini, L. Miceli, M. Pizzetti, A.
249
Parasuraman, Bocconi University, 2009 • Open Innovation: a new paradigm for understanding industrial innovation - H. Chesbrough, Oxford University Press, 2006 • Crowdsourcing systems on the World-Wide Web - A. Doan, R. Ramakrishnan, A. Y. Halevy, Communications of the ACM, April 2011, vol. 54, no. 4 • Commercialising Intellectual Property: knowledge transfer tools - European IPR Helpdesk, 2013 • The Rise of Crowdsourcing - J. Howe, Wired Magazine, June 2006 • Intellectual Property Rights, Technology Transfer and Exports in Developing Countries - L. Yang, K. E. Maskus, The Hong Kong Polytechnic University, University of Colorado, July 2008 • RepRap – The Replicating Rapid Prototyper - R. Jones, P. Haufe, Ed Sells, P. Iravani, Vik Olliver, C. Palmer, A. Bowyer • Motives for Participation in On-Line Open Innovation Platforms - T. Bakici, E. Almirall, J. Wareham, DRUID Working Paper No. 11-14 • The role of public policy in stimulating radical environmental impact reduction in the automotive sector: the need to focus on product-service system innovation - F. Ceschin and C. Vezzoli, Int. J. Automotive Technology and Management, Vol. 10, Nos. 2/3, 2010
250
• Open Innovation and Intellectual Property Rights – The Two-edged Sword - B. H. Hall, University of California at Berkeley, USA, University of Maastricht, the Netherlands • The case for open source appropriate technology - J. M. Pearce, Michigan Technological University, January 2012 • The Role of Intellectual Property Rights in Technology Transfer and Economic Growth: Theory and Evidence - R. Falvey, N. Foster, in cooperation with O. Memedovic, UNIDO (United Nations Industrial Development Organization), Vienna 2006 • The dynamics of crowdfunding: an exploratory study - E. Mollick, The Wharton School of the University of Pennsylvania, USA, 2013 • The future of open innovation - O. Gassmann, E. Enkel, H. Chesbrough, R&D Management 40, 3, Blackwell Publishing Ltd, 2010 • THE GEOGRAPHY OF CROWDFUNDING - A. K. Agrawal, C. Catalini, Avi Goldfarb, Working Paper 16820, NATIONAL BUREAU OF ECONOMIC RESEARCH, February 2011 • CREATIVE COMMONS, CC-PLUS AND HYBRID INTERMEDIARIES: A STAKEHOLDERS’ PERSPECTIVE - G. Russi, Green Templeton College, University of Oxford
251
_OFFICIAL DOCUMENTS • Intellectual Property Handbook - WIPO PUBLICATION No. 489 (E), 2004 • Guide to WIPO services - WIPO Publication No. 1020 (E), 2012 • The Madrid Agreement Concerning the International Registration of Marks and the Protocol Relating to that Agreement: Objectives, Main Features, Advantages WIPO Publication No. 418 (E), 2012 • Open Innovation 2.0, yearbook 2014 - European Commission, Publications Office of the European Union, 2014 • THE ECONOMICS OF INTELLECTUAL PROPERTY. Suggestions for Further Research in Developing Countries and Countries with Economies in Transition - WIPO Publication No. 1012 (E), January 2009 • CC+ Technical Implementation for the World Wide Web - http:// creativecommons.org/projects/ccplus
_THESIS • The introduction and scaling up of sustainable Product-Service Systems. A new role for strategic design for sustainability - Doctoral Dissertation of Fabrizio Ceschin, Politecnico di Milano 2012 • Sunride: design and implementation of a sustainable mobility PSS in Cape Town,
252
E. Delfino, S. Remotti, PSSD Master Thesis, AA 2010 - 2011 • Design of the transition strategy for a mobility PSS in Cape Town, Silvia Emili, PSSD Master Thesis, AA 2011 - 2012 • SunAmbulance: ambulanza ad energia solare e muscolare per contesti a basso reddito, C. Tranelli, Industrial Design Master Thesis, AA 2011 - 2012
_WWW
_PHOTO
crowdsourcing.org
flickr.com
innonatives.com
wikimedia.com
openideo.com
deviantart.com
innocentive.com
crowdsourcing.org
osvehicle.com oshwa.org creativecommons.org
Images with no attribution
boardofinnovation.com
are under the public domain
ec.europa.eu pgconnectdevelop.com openinnovation.eu gnu.org idexlab.com wipo.int iccwbo.org wto.org
254
_ACKNOWLEDGEMENTS
I would like to thank first and foremost
girl gives me very much, I feel very lucky.
Prof. Carlo Vezzoli, whose expertise,
Thanks to my childhood friends Andrea,
support and availability have made this
Francesco, Matteo, Enrico&Enrico, for
thesis possible and this project real,
having been through a lot together, and
along with Susanna Sancassani, METID
for having contributed to make me the
director, for her technical support and
person I am.
resources.
Thanks also to those who were my
Thanks also to Barbara Colombo,
flatmates, Mich, Pisu and Roberto, for
Technology Transfer Office, for her
having met them and for those nice
support on legal aspects, as well as
years of living spent together.
Carlo’s assistants, Emanuela and Elisa, for their suggestions and for their
Special thanks go to the Italian song
patience.
song-writers, Nomadi, Battiato, Dalla and De Andrè, for having accompanied
My warmest gratitude goes to my family:
me throughout the project and for
to my parents Alberto and Mara, the
blocking any eventual and unconscious
most solid basis a son can walk on,
madness and/or crisis.
whereby I did what I could do; to my dear sister Valentina, whose exemplary
A small thank to myself, for the strength
strength and goodness make me see
I’m showing at the moment to seriously
the beautiful person she is and the
write such acknowledgements late at
fortune to have her as a sister; to my
night, which is not that easy.
aunt Vittoria and grandmothers Piera and Iside for having been there, always. Thanks to my Martina, adventure companion and reliable shoulder. This
255
_RINGRAZIAMENTI
Vorrei ringraziare innanzitutto il Prof
Grazie alla mia Martina, compagna
Carlo Vezzoli, che la sua competenza,
di avventure e spalla su cui contare.
il suo supporto e la sua disponibilità
Questa ragazza mi da tanto, mi sento
hanno reso possibile questa tesi e
molto fortunato.
realmente questo progetto, insieme
Grazie ai miei amici d’infanzia Andrea,
a Susanna Sancassani, direttore del
Francesco, Matteo, Enrico&Enrico,
METID, con il suo supporto tecnico e di
perchè ne abbiamo passate tante
risorse.
insieme e perchè hanno contribuito a
Un ringraziamento va anche a Barbara
diventare quello che sono.
Colombo dell’ufficio Technology
Grazie anche a quelli che sono stati i
Transfer per il suo supporto sugli aspetti
miei coinquilini, Mich, Pisu e Roberto,
legali e giuridici, così come le assistenti
per averli conosciuti come persone e
di Carlo, Emanuela e Elisa, per i loro
per aver passato bei anni di convivenza
suggerimenti e per la loro pazienza.
insieme.
I miei ringraziamenti più calorosi vanno
Un ringraziamento particolare
alla mia famiglia: a papà Alberto e
va ai cantautori italiani, Nomadi,
mamma Mara, la base più solida su
Battiato, Dalla e De Andrè, per avermi
cui un figlio possa camminare, grazie
accompagnato durante l’intero progetto
al quale ho fatto quello che sono
e per aver bloccato ogni mia eventuale
riuscito a fare; alla mia carissima sorella
e inconscia pazzia e/o crisi.
Valentina, la cui forza e bontà esemplari mi fanno vedere la bella persona che
Un piccolo ringraziamento a me stesso,
è e la fortuna che ho ad averla come
per la forza che sto mostrando in questo
sorella; a mia zia Vittoria e alle nonne
momento nello scrivere seriamente i
Piera e Iside per esserci sempre state.
ringraziamenti alla sera tardi, che non è facile.