Product service system design (PSSD) methodologies and tools 02//SYSTEMS +DEFINITION OF PSSD
Davide Fassi fassi.davide@gmail.com
SUSTAINABILITY and SYSTEM THEORY as an introduction to PRODUCT SERVICE SYSTEM
What about the role of
design for sustainability?
Change and innovation
Limiting the damage Working on processes as a mean of prevention Moving from products (hardware) to service (software) Developing new way of consuming (Vezzoli, Â 2004) Â
ONLY PRODUCTS?
1950-90’S SHAPES FUNCTIONS MATERIALS
2000-10’S CONNECTIVITY FLEXIBILITY NETWORK
OBJECTS
SERVICES
NEW WAYS OF PRODUCTION “KNOWLEDGE ECONOMY” (Rifkin, 2000) “EXPERIENCE ECONOMY” (Pine, Gilmore, 1999)
OBJECTS
SERVICES
PRODUCT
LOW IMPACT ENERGY AND MATERIALS
ELECTRIC CAR
PSS
ECO-EFFICIENT ELECTRIC/HYBRID SYSTEM DESIGN PUBLIC TRANSPORT DESIGN FOR EQUITY AND SOCIAL COHESION
CAR-SHARING/ CAR-POOLING
SYSTEMS: notions about
GROUP Mathematical word that means class, collection, number of elements not connected each other
A group of bricks A group of coloured spheres
SYSTEM
A brick wall A pyramid of coloured spheres
CONNECTION IS THE LINK FOR RELATIONSHIP AND INTERDEPENDANCE AMONG THE PARTS
DEFINITION A “SYSTEM” MAY BE DESCRIBED AS A COMPLEX OF INTERACTING COMPONENTS TOGETHER WITH THE RELATIONSHIPS AMONG THEM THAT PERMIT THE IDENTIFICATION OF A BOUNDARY-MAINTAINING ENTITY OR PROCESS
IT HAS A WIDE RANGE OF MEANING WITH SEVERAL FUNCTIONS AND ROLES
ARTIFICIAL TECHNICAL SOCIAL SOCIO/TECHNICAL
NATURAL
ORIGIN JORDAN, N., Some thinking about system, Londra, 1968
OBJECTIVE THE SYSTEM AS IT IS
SUBJECTIVE ASPECT IT IS A GROUP OF ELEMENTS CHOSEN BY THE OBSERVER. THEY ARE CONSIDERED INTERESTING BY THE OBSERVER FOR THE AIM OF HIS STUDY
STUDYING/DESIGNING SYSTEMS
STUDYING/DESIGNING SYSTEMS MEANS TO KNOW THEIR WHOLE BEHAVIOURS AND NOT ONLY THE ONES RELATED TO SOME SINGLE COMPONENTS
SYSTEM Group of components or parts that are connected with each other in an structured way Interesting Group for the observer Group in which components influence each other and are changeable if they are put out Active group
THE SYSTEMIC METHOD APPLICATION OF AN ANALYSIS METHOD BASED ON SYSTEM THEORY VON BERTALANFFY L., “The concepts of systems in physics and biology”, Bulletin of the British Society for the History of Science, Londra, 1949
WHAT IT’S FOR?
TO ANALYSE THE REALITY TO MAKE THE INTERPRETATION OF IT EASIER THAN TO USE TRADITIONAL METHODS
HOW COULD IT BE APPLIED?
PARTS TO BE OBSERVED ARE ISOLATED EVEN IF THE RELATIONSHIP AMONG THEMSELVES ARE STILL CONSIDERED
SYSTEM HIERARCHY THE OBJECTIVITY UNDERLINES HIERARCHY IN THOSE SYSTEM ANALISED.
EXTRA SYSTEM SYSTEM SUB-SYSTEM
SYSTEM HIERARCHY Bookshelf
SYSTEM BEYOND
SYSTEM
SUB-SYSTEM
WALL BOOKSHELF COMPONENTS (SHELF,NAILS, etc.)
SYSTEM TYPES DEPENDING ON THE PERCEPTION OF THE SYSTEM STATE CHANGE
DISCRETE
IN A PRECISE MOMENT THE SYSTEM EXIST IN ONLY ONE OF THE SEVERAL POSSIBLE STATE
CONTINUOUS
SYSTEM CHANGES IMPERCEPTIBLY FROM ONE STATE TO ANOTHER
SYSTEM TYPES DEPENDING ON THE WAY OF THE SYSTEM STATE CHANGEMENT
DETERMINISTIC
THE PASSAGE FROM ONE STATE TO THE FOLLOWING IS PREDESTINED AND FIXED
PROBABILISTIC
THE PASSAGE FROM ONE STATE TO THE FOLLOWING IS SUBJECTED TO PROBABILITY
DISCRETE
+ DETERMINISTIC
TRAFFIC LIGHT
Roulette
DISCRETE
+ PROBABILISTIC
Dice
Mankind evolution
CONTINUOS
+ PROBABILISTIC
A running train
CONTINUOS
+ DETERMINISTIC
SYSTEM TYPES OPEN OPEN TO EXCHANGES WITH THE EXTERIOR (materials, energy, information).
SYSTEM TYPES CLOSED IT DOES NOT RECEIVE ANYTHING FROM THE OUTSIDE AND IT DOES NOT PUT ANYTHING OUT OF ITSELF. SYSTEM BEHAVIOUR IS DUE TO EXCHANGES AMONG THE COMPONENTS. SYSTEM TRANSFORMATIONS DEPEND ON THE RELATION AMONG THE COMPONENTS. (They do not exist in nature since they are only theoretical i.e. phiysics or chemicaI field)
SYSTEM CONTROL GOAL TO GET A GOAL BY GENERATING A FUTURE STATE OF THE SYSTEM CONTROL CONDITIONS
1. AN ARRIVAL STATE 2. A SYSTEM ABLE TO GET A PRECISE STATE 3. ANY DEVICES ABLE TO INFLUENCE SYSTEM BEHAVIOUR
OPEN CIRCUIT
IT IS A PROCESS TO GET A GOAL WITH AN HIGH DEFINITION THAT DOES NOT NEED TO BE CHANGED
IT IS FOR SPERIMENTED AND KNOWN PROCESSES i.e. Traffic light
CLOSED CIRCUIT
OUTPUTS OF THE SYSTEM IS ASSESSED (BY SOMEONE OR SOMETHING) IN ORDER TO HAVE A FEEDBACK TO IMPROVE INPUTS IT IS FOR UNKNOWN AND PROBABLE PROCESSES (i.e. hot water or cold water in a shower)
COMPLEXITY FROM LATIN COMPLECTOR (CUM PLECTERE): TO WEAVE
COMPLEXITY IS A STATE DUE TO A GROUP OF CONNECTED ELEMENTS.
A SYSTEM MAY BE COMPLEX WHEN: THERE IS AN HIGH NUMBER OF ELEMNTS AND CONNECTIONS THERE ARE CONNECTED RELATIONSHIPS (NOT SIMPLE) ITS BEHAVIOUR COULD NOT BE UNDERSTOOD STARTING FROM NORMAL BEHAVIOYR OF THE COMPONENT
SIMPLE SYSTEMS VS COMPLEX SYSTEM HIERARCHICAL SYSTEM = SIMPLE SYSTEM NET SISTEM = COMPLEX SYSTEM
A COMPLEX SYSTEM HAS TO BE CONSIDERED AS AN ORGANIZATION OF :
DIFFERENCES EVERY SINGLE COMPONENT GIVES A NEW QUALITY TO THE SYSTEM
BOND CONNECTIONS CAUSE RESTRICTIONS TO SYSTEM BEHAVIOUR
SPECIFICATIONS EVERY SINGLE ELEMENT HAS TO BE CONSIDERED AS UNIQUE
SIMPLE SYSTEMS VS COMPLEX SYSTEM SIMPLE SYSTEM
COMPLEX SYSTEM 1 2
1
3
2 4
3 5
6
4 7
5 6 7
COMPLEX VS COMPLICATED COMPLICATED SYSTEM HIGH NUMBER OF COMPONENTS AND CONNECTIONS DOES NOT ALLOW TO UNDERSTAND THE STRUCTURE
COMPLEX SYSTEM HIGH NUMBER OF COMPONENTS ARE CONNECTED EACH OTHER WITH KNOWN RELATIONSHIPS
COMPLEX VS COMPLICATED A COMPLICATED SYSTEM COULD BE MODIFIED INTO A COMPLEX SYSTEM THROUGH A RATIONALIZATION OF THE STRUCTURE
sustainability+ hardware_software+ system theory
PRODUCT
Any design output: graphics, interior, objects, furniture etc.
SERVICE
• Services are special artefacts • co-‐created and co-‐experienced • with, by and among the users
Anna Meroni & Daniela Sangiorgi (2011), Design for Services, Gower publishings
SYSTEM
DEFINITION A “SYSTEM” MAY BE DESCRIBED AS A COMPLEX OF INTERACTING COMPONENTS TOGETHER WITH THE RELATIONSHIPS AMONG THEM THAT PERMIT THE IDENTIFICATION OF A BOUNDARY-MAINTAINING ENTITY OR PROCESS
STUDYING/DESIGNING SYSTEMS
STUDYING/DESIGNING SYSTEMS MEANS TO KNOW THEIR WHOLE BEHAVIOURS AND NOT ONLY THE ONES RELATED TO SOME SINGLE COMPONENTS
DESIGN
"The creative activity whose aim is to establish the multi-faceted qualities of objects, processes, services, and their systems in whole life cycles" International Council Societies of Industrial Design (ICSID)
A PSS is a marketable set of products and services capable of jointly fulfilling a user’s need (Goedkoop et alii, 1999) where services are conceived and offered as products designed by taking into account a series of
economic and technological criteria (Manzini, 1993) and considered as special artefacts co-created and co-experienced with, by and among the users (Meroni, Sangiorgi, 2011)
PSSD can be considered as the physical evidence of abstract concepts: designing of “experiences”, “solutions”, “strategies”, “brands”, means to design several different material or immaterial elements (Morelli, 2006) through which these concepts come into reality.
PRODUCT
STRATEGY
BRAND IDENTITY SERVICE STAKEHOLDERS
BUSINESS MODEL USERS
PSSD IS CONNECTING DOTS
COMUNICATION
brand
retail
merchandising
packaging
customer service SERVICES
PRODUCT
INTERIOR
IKEA, New York
IKEA Bus stop
IKEA, Denmark, Sweden, The Netherlands
Rem Koolhaas Architect,,Prada Pavilio, Seoul South Korea  2009
Design disciplines adapt and reconfigure themselves: service design, life-cycle design, experience design, interaction design, environment design, brand design or strategic design represent diverse points of view and ways of addressing design projects that share a systemic vision that transcends the limits of traditional disciplines.
Diary, planner
“Moleskine” as a notebook (i.e. van Gogh, Hemingway, Picasso, Chatwin etc.)
Moleskine as a physical system
Moleskine as stores and corners
Physical and virtual system
Web page with a tool to design a customized notebook
Thanks.