2022

Pragmatic tools to help businesses transition to the circular economy

Role
Project Lead
Industry
Cross-industry
Background Image
Overview

Pinpointing the causalities of devastating climate impacts, from waste and pollution to the destruction of wildlife to extract resources, is not an easy task. But design has a lot to answer for.

According to the European Commission, it is estimated that 80% of a product’s environmental impact is determined during its design stage. Design plays a critical role in the products we buy, the environments we live and work in, and the services that provide food and mobility.

To address this challenge, we partnered with a renowned research institution to equip the next generation of designers, industry professions, and institutions to design for the Circular Economy.

The circular economy, a concept pioneered by the Ellen Macarthur Foundation, is a system based on three principles:

  1. Eliminate waste and pollution
  2. Keep products and materials in use
  3. Regenerate natural systems

The circular economy is a new mindset for business, and it’s enabled by design. The circular economy not only holds the greatest potential for businesses to do more good, and not less bad but is also poised to generate $4.5 trillion of additional economic output by 2030, according to Accenture research. Designing for the circular economy can drive innovation, create market differentiation, and make the economy work for people, businesses, and nature, by preventing the creation of waste and pollution right from the beginning and regenerating natural systems.

Team

1 x GTM Lead

1 x Project Lead

1 x Circular SME

1 x Senior Designer

2 x Business Designers

1 x UI/UX Designer

1 x Intern

Areas of focus

Project Management

Service Design

Brand Strategy

Systems Thinking

Design Research

Speculative Design

“How can we help organisations maintain a harmonious relationship with society and the planet, and create financial value, in a world that feels increasingly uncertain?”

Challenge to solve

Our team came to partner with a renowned research organisation, with expertise in eco-design, sustainability and technology, to answer this question.

To solve this question, we brought together our expertise to create the following deliverables:

  • The development of 50 tools across each design phase to design for the circular economy.
  • The design of a public-facing toolkit for businesses, industry professionals, and the next generation of designers.
  • An internal education strategy to upskill employees with knowledge and tools to design for the circular economy.
  • A GTM strategy to drive business with complex sustainability challenges using circular design methodologies.

My role was to lead the project team which included the following areas of responsibility:

  • Managing the project, team, and budget, preparing presentation and communication materials for internal circulation, and engaging with our partner.
  • Planning, facilitating, and synthesising interviews with SMEs.
  • Guiding and synthesising explorative research.
  • Overseeing and contributing to the development and testing of the tools.
  • Providing creative direction for the development of design assets for the toolkit.
  • Overseeing the development of an internal training strategy for different audiences.
  • Creating business development communication materials to acquire new projects.
Explorative phase

Our explorative research phase consisted of:

  • 2 weeks of desk research to explore the latest methodology developments across service design, permaculture design, systems design, speculative design, transitions design, innovations design, circular design, planet-centered design, and more.
  • 1 week of interviews with SMEs working in design fields related to circular design

Our research culminated in a set of entirely new methods or methods evolved to be fit for planet-centered thinking.

Build phase

To house our methods, we designed a modular, adaptable and public-facing website to serve a broad range of audiences, from students to large-scale organizations, to provide them with the guidance and tools to design for circularity.

We designed the toolkit to include the following sections:

  • Our point of view on the circular economy and call for action
  • A guide on the approach to design for the circular economy
  • A library of selected tools for public release
  • Bundles of tools to solve specific business challenges
  • A list of Fjord’s circular services for clients and contact
Activation phase

To help us finalise and disseminate the use of the tools across our projects, we took the following steps:

  1. Using a fictional use case, we tested the first edition of the tools with industry professionals to gather feedback and input to further iterate the tools.
  2. Once we were more confident with the quality of the tools, we integrated them into a live project for an electrical solutions provider to help define a strategy for a more sustainable use of plastics.
  3. We implemented the learnings, finalised the methods, and circulated them internally through all-hands presentations and smaller training groups.
  4. We embedded the tools into the base academy training for all new joiners to help make circular design thinking the *norm*, not the exception.