Exploration of new territories for PSS design in practice - PROCESS REPORT

PROCESS report
Social Innovation and New Industrial Contexts:
EXPLORATION OF NEW TERRITORIES
FOR pss DESIGN IN PRACTICE

title page
document group place
Process report AD9-ID7 Department of Industrial Design,
Institute of Architecture & Design,
Aalborg University
theme supervisor
Design Research and Strategy Nicola Morelli, Associated Professor
editions 7 number of pages 87
subtheme project period
Social Innovation and New Industrial Contexts October 08/January 09

project title
Exploration of new territories for
Product Service System [PSS] design in practice

case
PSS design for Zirrara

study unit
Main project, 3rd semester,
Master Degree of Industrial Design

2
Irune Gonzalez Cruz

TITLE PAGE

SYNOPSIS

This process report describes the steps followed in
the project called Social Innovation and New Industrial
Context: Exploration of new territories for PSS design in
practice. The case explored to reflect upon the topic
has the name of PSS design for Zirrara. The project was
developed in the autumn 2009 as main project of 3rd
semester of Industrial Design, under the theme of
“Design Research and Strategy”.

synopsis 3

project overview
title: Social Innovation and New Industrial Contexts:
Exploration of new territories for PSS design in practice
[Gonzalez, 2008]

PROCESS report
case: PSS design for an NGO

process

concepts plan

conclusions
reflections

hypothesis
Social Innovation and
New Industrial Contexts:
Can designers “Industrialize” WORKSHOP with Zirrara Presentation of project
Socially Responsible Solutions? conclusions

[Morelli, 2007]

REFLECTION paper

4 ill. -1.1: project overview diagram
SUBMISSION
[17-XII-2008] dk [27-XII-2008] sp
EXAMINATION
[08-I-2009] dk [date] place

PROJECT OVERVIEW

reading guidance
The project is represented through two different The project has contained parallel processes and
documents: the PROCESS report and the REFLECTION iterative loops, therefore the content of the process
paper. It is recommended to read the PROCESS report report is not presented entirely in a chronological
in advance in order to get a clearer understanding of the structure. It is separated in four phases (from 0 to 3)
project. which are also divided into different chapters.

The references are added in the text by the Harvard
Method “[Author, year]”, with the full references listed
in alphabetical order in the reference list at the end of
the report.

Web site references are in the text referred to as a name
“[web site name]”, with the exact web site address in the
source list at the end of the report. They were updated
on December 17th, 2008.

Illustrations, schemes and diagrams are referred to as
“ill.phase number.illustration number: description”. The
illustration list can be found in the end of the report and
only contains illustrations not made by the author.

The appendices have not been printed but are kept on
the enclosed CD, with the file name and the language
indicated in the report “[appendix A_description,
language]”.

5
All the printed versions of the documents are in grey
scale. Nevertheless, the original PDF files in full colour
resolution can be found in the attached CD.

READING GUIDANCE

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ad tinit ing ex et iriuscipisit ut ea facincillan velessit dolessi.
At. Iliquam, sumsandignim iurem quisl ing ex etum doleseniam in ulput ad tat laor
sed dolessequat adipsustin volorperil ilis eummolorper in eu feugait loreros nulputpat
veriure delendrem

table of contents
[phase 0] [phase 2]
10 before the project started 38 system’s behaviour
10 THE BEGINNING 38 VALUE BASED METHODOLOGY
10 ZIRRARA 38 value mission
10 what is it? 38 interaction vision
2 title page 10 general information 40 SCENARIO
3 SYNOPSIS 11 analysis of problems
4 project overview 12 ngo CAPACITY FRAMEWORK 42 concept generation
5 reading guidance 13 focus 42 PROCESS
6 table of contents 14 THE ROLE OF A DESIGNER 43 PROPOSALS
15 TRIP TO ECUADOR 44 concept 1 [arrange-meet-cook-eat]
45 concept 2 [moving kitchen]
[phase 1] 46 concept 3 [being part of the whole cycle]
18 building the context
18 ECUADOR 47 end of phase
19 RICAURTE 47 STATUS SEMINAR
20 PROBLEM AREAS 47 feedback
22 TARGET GROUP 48 evaluation and future lines
27 general characteristics
28 narrowing down
28 CHOOSING FOCUS
30 INTERPRETATION OF THE CHOSE PROBLEMS
31 PROBLEM FORMULATION
31 problem statement (PS)
32 interpretation of PS

6
34 end of phase
34 SYSTEM REQUIREMENTS
35 PROGRAM

TABLE OF CONTENTS

[phase 3] 62 system representation
52 rethinking the project 62 SYSTEM OVERVIEW
52 STEPPING OUTSIDE THE CASE 62 use case of different actors
52 project PS 64 material flow
52 case PS 64 knowledge flow
53 METHOD AND CONTENT 64 information flow 84 project conclusions
66 FROM “FINISHED” TO “SEMI-FINISHED”
54 looking at the world 67 CONCLUSIONS 86 acknowledgements
54 THE STORY OF STUFF
55 TOWARDS ANOTHER WAY 68 industrialization of service 87 lists
68 MODULARITY AND REPLICABILITY 87 REFERENCES
56 practice-oriented analysis 70 EFFICIENCY 87 ILLUSTRATIONS
56 PRACTICE-ORIENTED APPROACH 71 the seven deadly wastes 87 SOURCES
56 changing and creating practices 75 division of labour
57 process 75 5S
57 ANALYSIS OF THE SYSTEM 75 plant distribution
60 INTERPRETATION 76 poka yoke
60 classification of practices 76 others
60 how to evoke images? 77 PROBLEMS
60 appropriate location 77 contradictions and incongruities
60 control of information 78 aim
61 knowledge 78 conclusions
61 where are the people?
61 ability 80 end of phase
61 material 80 WHAT DOES zirrara GET?
61 CONCLUSION 80 WORKSHOP
80 purpose

7
81 ideal semi-finished solution
81 method
82 structure
83 considerations
83 hypothesis and expectations
83 WHAT IS NEXT?

TABLE OF CONTENTS

This chapter describes the preparation phase of the project. Before it was started the
client was analyzed, the design opportunities were seen and the focus was chosen. A

phase 0 trip was done to get in contact with the context that the Product Service System is
designed for, before the semester started.

8

PHASE 0

before the project started
THE BEGINNING ZIRRARA
The time to choose the 3rd semester project and the what is it?
news that Zirrara was created came together. Once that
The name of the group is a Basque word which can be
PSS was chosen as direction for the following semester Zirrara is a non-governmental and nondenominational translated into English as emotion, excitement, feeling
studies, the idea of designing for an NGO came out. Due organization (see illustration 0.1 on the next page or sensation. It comes from the thought “ irrifar baten
to the personal interest and motivation about working for the logo). A small group of young people, after six zirrara”, which means the emotion that a smile provokes.
on that field and the possibilities that it offers, it was years activity together, decided to create an official The group members agree that people’s smile is what
seen as an interesting opportunity that could fit both and legally recognized organization. On April 2008 gives them motivation and makes them happy.
personal interests and semester goals. “Zirrara solidaritza taldea” (Zirrara solidarity group)
was established.
The first approach to the topic can be stated like this: general information
The activity of the group started in 2002 and since
Name: Zirrara
then different things have been done with the aim of
contributing to the human development. One of the
Address: Arraguako Salbatore Parrokia
most important work is the volunteering done in a
What can I, as a designer, provide Zirrara in order to 20180 Oiartzun
school in Ecuador for 4 years by members of the group.
push the development of it as an NGO? Basque Country
So far, all the initiatives have been supported by a little
Spain
church and member’s own founds.
e-mail: zirrara08@gmail.com
Being a recognized organization offers the opportunity
to apply for help to public administration, companies
account number: 3035 0126 6512 6004 0405
or people, in order to involve society in the cooperation
Euskadiko Kutxa
and strengthen the results.

10
C.I.F.: Q2000343J

[The articles of association can be found in the appendix
A_articles of association of Zirrara, Basque]

the beginning / BEFORE THE PROJECT STARTED / phase 0

analysis of the problems
This part wants to dig into the current situation of
the organization. Other existing NGOs have been
analysed [Calcuta ondoan, fundacion Vicente Ferrer,
zirrara ill. 0.1: logo of Zirrara

idealist, ingenieros sin fronteras, sonrisas de Bombay,
volunteering Ecuador] to have an overview of how they As starting point, the organization should define itself A high percentage of the income of the organizations
work and the different subareas they have. Taking them more deeply. A mission, vision and values could be comes from members. Membership is open and free
as examples and comparing them to Zirrara, which just written. for everybody at this moment. But some rules should
started, many things could be done in different levels. be established, such us who can be member, different
There is nobody working full time on the management of types of members (active collaboration, sponsoring of a
the organization. The coordination of all the subareas is child, donations, etc.).
limited by the members, studying in different countries
at this moment. Apart from the long term projects in action areas
(South), some initiatives are usually done in parallel
There are ongoing projects (“heziketa eta zaintza (North), such as awareness programs and education for
pertsona ezinduei Ekuadorren”, which means the development in schools
education and health care for disabled people in
Ecuador) [the report of this project can be found in the
appendix B_heziketa eta zaintza pertsona ezinduei
ekuadorren, Basque] supported by the members.
Looking at the future, some project ideas have been
thought, but there is a lack of money that complicates
the process. That is why it is important to find ways of
financing the organization’s activities. Other NGOs are
supported by members, private companies (sponsors)

11
and public administration, but an appropriate work on
communication must be done to reach them. A web
page and speeches or presentations are usually used by
other groups.

phase 0 / BEFORE THE PROJECT STARTED / zirrara

PHASE 0

vision

mission
society
strategy

programmes
ngo CAPACITY FRAMEWORK

impact
projects Although there are many ways of describing
organizations, the diagram on the side reflects NGO’s
key characteristics in an appropriate way [Edwards and
Fowler, 2002].

people To do development well, an NGO must have adequate
capacity in all the areas and each must be consistent
structure systems with the other (see illustration 0.2).
management

resources relationships

results and learnings
organization
ill. 0.2: NGO capacity framework, elements and relations

NGO capacity framework / BEFORE THE PROJECT STARTED / phase 0

focus mission
After analizing those areas and the current situation of
Zirrara, it is seen as a good start to develop a project
that fits the programmes of the organization, so that
the results and learnings have an impact on society (see strategy
illustration 0.3).

The contribution of the designer to Zirrara will be the
development of a PSS for Ricaurte (Ecuador), that is programmes
already known for the organization and accessible for
future intervention.

projects

people
structure systems
management

resources relationships

ill. 0.3: NGO capacity framework, focus of the project
Zirrara
phase 0 / BEFORE THE PROJECT STARTED / NGO capacity framework
results and learnings

13

PHASE 0

THE ROLE OF A DESIGNER
How can I [designer] help Zirrara [client] help them [end
users] help themselves?

Help can be defined in many ways, depending on the Aalborg
question “for whom”. As it has been shown in the Oiartzun
previous part, although Zirrara itself has problems, they
are completely different from the problems of the end
users.
zirrara
A way of approaching the project is decided. The focus
of the project will be in the design of a solution for a
specific area, which could constitute a future project
of the organization. Once that the service system is
designed, it could facilitate the search of financial Ricaurte
support (see illustration 0.4).

14 ill. 0.4: location of actor involved in the project

the role of a designer / BEFORE THE PROJECT STARTED / phase 0

TRIP TO ECUADOR
The current activity of Zirrara is focused in Ecuador. This
year a trip to Ecuador was also planned for the summer.
In order to get an insight of the context and interact and
live with the people there, the author joined the trip.

Before travelling a first brainstorm on problem areas,
and cultural differences was done with members of
the group that already had been there. It helped to
make a rough picture of the place and to create some
expectations.

From 13-VII-08 to 29-VII-08 three people went to the
town of Ricaurte to volunteer in a school that supports
children with special educational needs and disabilities.

Although the trip was only 46 days long, it helped to
get an understanding on the reality people are living in.
Video recording, a diary and a notebook were the way
of documenting the data. The information gathered
is mainly qualitative. The experience gained makes
possible to define target groups characteristics, cultural
differences and problem areas, which will be crucial
for choosing the direction of the project and the later

15
development of it in Denmark.

phase 0 / BEFORE THE PROJECT STARTED / trip to Ecuador

This chapter starts by documenting what was observed during the trip and describes
the place, the problem areas, and the target group in order to build the context. Later
in the process the case is narrowed down and the problem is formulated. The phase

phase 1 ends up with the redaction of the program, which frames the project for the following
concept generation and development phases.

16

Exploration of new territories for PSS design in practice - PROCESS REPORT

PHASE 1

building the context

ECUADOR
The Republic of Ecuador is a representative democratic
republic in South America, bordered by Colombia on
the north, by Peru on the east and south, and by the
Pacific Ocean on the west. The country also includes the
Galápagos Islands in the Pacific. Ecuador straddles the

18
equator, from which it takes its name, and has an area
of 256,371 square kilometres. Its capital city is Quito
and its largest city Guayaquil, which is one of the most
important harbours in South America.

ill. 1.1: Location of Ricaurte

ecuador / BUILDING THE CONTEXT / phase 1

Deteriorating economic performance in 1997-98 As a developing country, Ecuador is nowadays faced
culminated in a severe economic and financial crisis in with many socio-economic problems. The population
1999. The crisis was precipitated by a number of external is approximately 13 million, of which over 7 million are
shocks, including the El Niño weather phenomenon, living below the poverty line.
a sharp drop in global oil prices, and international
emerging market instability. These factors highlighted The public education system is free and attendance
the unsustainable economic policy of the Government. is mandatory from ages 5 to 14. Provision of public
The Sucre devaluated on 2000 and the U.S. dollar schools falls far below the levels needed, and class sizes
was adopted as the official currency of Ecuador to are often very large. However, the Ministry of Education
address the ongoing economic crisis. Buoyed by high reports that only 76 percent of children finish six years
oil prices, the Ecuadorean economy experienced a of schooling [get Quito Ecuador].
modest recovery that year. However, 70 percent of the
population was estimated to live below the poverty
line, more than double the rate in 1995. 20 percent of RICAURTE
the population emigrated after the crisis, often to USA,
Spain and Italy. The region of Urdaneta is divided into different towns
and Ricaurte is one of them (see illustration 1.1 on
Ecuador has substantial petroleum resources and rich the previous page for the localization of it on a map).
agricultural areas. Half of the labour is used in the Approximately 8000 people live there and most of them
primary sector. Because the country exports primary work in agriculture. The activity of Zirrara is focused
products such as oil, bananas, rice, cacao, sugar, flowers here, and the next two chapters will build a picture of
,and shrimp, fluctuations in world market prices can the context, by the description of problem areas and
have a substantial domestic impact. people.

phase 1 / BUILDING THE CONTEXT / ricaurte 19

PHASE 1

PHASE 2

PHASE 3

PHASE 4

working children
debt poverty
prostitution
PROBLEM AREAS cheap food sucre vs. dollar
rice & banana bad economic situation
The most significant outcome of the trip is the detection
of the different opportunities that the specific case desnutrition
offers for a project. education private=expensive
public=toomany students
A mind map is done (see illustration 1.3 on the next eat to kill hunger
disabilities not enough teachers
page) in order to state all the possible problems and try feed properly
vitamins, proteins...
to see the relations between them. The problems are illness
big and broad which makes the relations between them
very complicated. health leave studies
difficult diagnosis
The following diagram (see illustration 1.2) shows the
obstacles that can be found and gives a general idea of expensive medicines hospitals
private illiterate
the situation. hygiene
mosquitos! ignorance
slow process
(go/diagnosis/buy tools and material/cure) pigs
dogs
queue cats
lots of people lice!
pollution
rubbish everywhere
dirty streets
too much sugar flood
children picking up in rubbish dumps pesticides by plane
no protection of workers coca cola

20
bottled water weather
sell plastic/cardboard bad
not drinkable
recicle river laundry/shower
ill. 1.2: diagram of problem areas
water
problem areas / BUILDING THE CONTEXT / phase 1

means of transport
spare time kind of bus
lots of motorcycles
bad roads
sports (basket, football) mototaxis
few cars
internet
“socialize” expensive
mobile phones increasing number of
cabines & cybers

dance party/disco
public administration
burocracy=nightmare
music reggaeton
slow!
bachata
salsa
stay at home
boring!!! differences between
ill. 1.3: working on problem areas
chauvinism
early “marriage” mistreat
to have sex women
surprise kids alcohol children people’s behaviour
to leave home punctuality
agressive leave things for later (tomorrow)
work need of affection open and social, but feel lonely
at home (cook/clean/kids) can’t concentrate at school old at 22
think ahead/save money
low salaries

21
importance of appearance
(to own a phone even if nothing to eat)
jobs
1st sector inferiority complex
banana
weak houses buildings “victim of society” and that is the way it is
collapse construction
nothing can be done to change it
school
shops
phase 1 / BUILDING THE CONTEXT / problem areas

PHASE 1

TARGET GROUP
The following chapter gives an idea about the lifestyle
of the people living in Ricaurte (see illustrations
1.4/1.5/1.6/1.7 and 1.8 on the next pages).
Kevin [
6]
Loves
pla
with hi ying footba
s fri ll
field n ends in the
ear the
s
house mall
where
he live
s.

Hi
Yaha s oldest
ira ( siste
a 1
child nd clea 3), coo r,
re ns ks
beca n and th for four
use eir d
day. he wor ad,
H ks
hom is mum all
e ye l
ars a eft
[27] go.
Magali
in a
to work

22
S he used but now is
all
dining h ed. Her
unemp loy
in a
d works
husban ir shop and
pa
moto re to sons.
ill. 1.4: pictures of potential target group
they have

target group / BUILDING THE CONTEXT / phase 1

Yuri [21]

Left her studies to get
married. Cleaning,
cooking and taking care
of her son is what she
does in a common day.

e of t
e ag
o [32
]
n [1
9]
da t th f time a
Juli Nixo ent blin a lot o He is
eld. t .
na fi He w d spen is mum kes
bana build a n
4 a with h and li he still
s in a o 1 e
Work uld like t could ve t
hom talkati alk, bu upport.
H e wo where he fe. ry or a w dies s
e i ve g f
hous with his w bo
li ve goin s some
d
nee

phase 1 / BUILDING THE CONTEXT / target group 23

PHASE 1

a [23
] her
teac
Melis rks as a r it at the
8] o
cio [3 She w studies fo of his
Mauri ile our led and
wh ity. F b
xi ivers are disa tion
to-ta un
s a mo anging ers ten
a
Works likes h broth pecial at
is s .
r and friends. H
drive with need edicines
na m
out orks i and
wife w ry shop.
groce

Clemen
cia [61
]
She ha
d1
now sh 1 children a
e loves nd
of her g ta
rand ch king care
has no ildren.
sp Sh
but she ecial hobbie e
has ple s

24
spare t nty of
ime.



Néstor [21]
He is the last of 11
brother and sisters.
Eats
at school. He 2 year
s old
and is only 9kg, and
has a
phycomotor disabilit
y y[44] s in
anc row ns, in
tg w
because he is N tha o d.
undernourished. co, sband e roa
co hu
s th
Sell her nd by
eld le sta
fi t
t
a li

[46] nd
José ced a
divor sons.

25
tly
recen f his
Was ith one o uction.
w r
lives on const
s
Work


phase 1 / BUILDING THE CONTEXT / target group

PHASE 1

]
[49
los
Car
h
wit
ou ntry nd
he c ns a own
s in t wo so lls in t
Live wife, t He se paya
a
hi gther. and p te.
s
au acao ltiva
d c
cu
the t they
th a

Tito
Wor [63]
k
and s at th
sha e bu
his s r s
He i on a es his h statio
s nd g ouse n
like very ta rand c with Verónica [25]
s fo
enjo otba lkative hildren
.
coo ys eati ll. He r and She is a therapist for deaf
ked ng, eall
. but y
nev children. Is very good
er
friend of other teachers,
but never meets them
outside the school.

26ill. 1.8: pictures of potential target group


general characteristics
As in every culture, there are some behaviours that are
quite general among Ecuadoreans and in other South
American countries. Being late is very common. People
arrive two hours late to events and it is not seen as
disrespectful to others. It could also be mentioned that
the appearance is very important. They tend to show
higher economic level that they have by wearing nice
clothes or having motorbike, mobile phone and so on.
Some teenagers leave studies and get married early.
un Once they get big responsibilities (job, children, etc.)

d they start feeling “old” and the social life is somehow

people’s behaviour tar ers
restricted. Although big cities are changing in this

ge ta aspect, in the town of Ricaurte and in many others
women don’t usually work outside their house.
punctuality
leave things for later (”tomorrow”) t g nd
open and social, but feel lonely ro in
old at 22
think ahead/save money
up g
importance of appearance
(to own a phone even if nothing to eat)
inferiority complex
“victim of society” (and that is the way it is,
nothing can be done to change it)

phase 1 / BUILDING THE CONTEXT /target group 27

PHASE 1

narrowing down
n
be fu
working children
poverty
an
debt

gc
kincheap food
prostitution

CHOOSING FOCUS coo rice & banana
sucre vs. dollar
bad economic situation

food d desnutrition out of schoolprivate=expensive
ee eat to kill hunger education
The diagram (see illustration 1.9)
highlights the problem areas that
n feed properly public=toomany students

ic vitamins, proteins... disabilities
offer more interesting opportunities not enough teachers

as
for the development of a project and
the relevant issues related to them. In
the following pages the problems are b illness

further explained. health leave studies
difficult diagnosis

expensive medicines hospitals
hab private illiterate

its hygiene
slow process
(go/diagnosis/buy tools and material/cure)
mosquitos!
pigs
ignorance

dogs
queue cats
lots of people lice!
pollution
rubbish everywhere
dirty streets
too much sugar flood
children picking up in rubbish dumps pesticides by plane
no protection of workers coca cola
bottled water weather

28
sell plastic/cardboard bad
not drinkable
recicle river laundry/shower
water
ill. 1.9: diagram of chosen problem areas

choosing focus /NARROWING DOWN / phase 1

socia
l inte
ract means of transport
spare time ion kind of bus
bad roads
lots of motorcycles
sports (basket, football) mototaxis
few cars
internet
“socialize” expensive
mobile phones increasing number of
cabines & cybers
dance party/disco
music public administration
oney,
reggaeton
n burocracy=nightmare

mo oint
bachata

no m salsa slow!
for b
n
no fustay at home com ng p oth
eti
boring!!! differences between

early “marriage” me mistreat
chauvinism

to have sex women
surprise kids alcohol children
to leave home
agressive
work need of affection
at home (cook/clean/kids) can’t concentrate at school

low salaries

29
jobs
banana 1st sector
collapse weak houses buildings construction
school
shops

phase 1 / NARROWING DOWN / choosing focus

PHASE 1

INTERPRETATION OF THE The volunteering was done in a school of “special
education”, that provides appropriate education to
In relation with food, different issues were detected.
Drinkable water doesn’t come from the tap, and it must
CHOSEN FOCUS disabled children according to their residual capabilities.
The opportunity to work with physical handicap and
be bought. This makes people buy other drinks, usually
soft drinks rich in sugar, which mixed with a not well-
mental handicap was given. Some of the children were balanced diet are very unhealthy. Rice and banana are
During the trip done before the project started, the blind, deaf, had down syndrome or had some kind of the basis of every meal. They give the feeling of being
problems previously mentioned were observed. disability that was not classified (often because of the full fast but without providing them with all nutrients
lack of money for the tests). necessary for long-term survival.
The aim was to experience the different aspects trying
to feel as close as possible to the way they live. The The index of disabled children in the area is notoriously Apart from the fact that they don’t have money enough
interaction with local people was very rich due to the higher in the region of Los Rios, where Ricaurte is located, to buy the ingredients, they don’t feed properly because
openness of Ecuadoreans and the fact that it was the than in other places. The school has 180 students, they don’t know how. Most of the people does not know
4th year members of the group were there, and it gave coming from towns nearby. The three objectives of neither that the body needs proteins, carbohydrates,
a chance to get a broader understanding of it. the school are Nutrition, Health and Education, in that vitamins, etc. nor that the amount must be balanced.
order. With the help of Innfa (Instituto Nacional de la
The Hospitals were seen from different points of view. Niñez y la Familia), [Innfa], the school provides food to The social life of Ecuadoreans is centred in birthday
First as a visitor, then as companion of a child and in the all the students. parties and family events. They are very important and
end as a patient. This showed that health care systems food, drinks and music are a must of the celebrations.
are far from the social security model of other countries. Agriculture is the main economic activity and lots of Other than those special days, the social life is reserved
The process is too slow. There are long queues and pesticides are used for better results. Fumigations mainly for young people who go to discotheques. Men
once the doctor sees the patient, he makes a list of the are done by plane, affecting people working without who work and their wives that spend their time at home
material he needs to examine the patient. Then those protection. This seems to be the causes of some do not meet with other people spontaneously. This is
materials must be bought and wait the queue again. disabilities. Malnutrition in the first years of life lowers one of the reasons why they use to feel lonely. There are
Medicines are expensive and usually people can’t afford defences, which are not enough to fight illnesses, and no places where people usually meet in Ricaurte.
the whole treatment and they buy some of the pills (It is end up bringing disabilities.

30
possible to buy pills by units instead of full packages).
Other schools were also visited, and lots of concentration
problems come from nutrition, because a hungry child
can not learn.

interpretation of the chosen focus /NARROWING DOWN / phase 1

PROBLEM FORMULATION problem statement (PS)
The project started with a broad question:

How can I design a PSS that contributes to creating
What can I, as a designer, provide Zirrara in order to push the
awareness of the importance of an adequate diet,
development of it as an NGO?
providing people with the knowledge that will enable
them to make healthier decisions based on their
available resources, in a social environment?
Before any project is started in a developing country,
financial support is needed. The current situation of
Zirrara makes it difficult to start any activity. In order
to search for sponsors or financial support, a project
and a plan must be presented, informing about all the
relevant issues.

For this reason, designing a specific solution seems to
be an appropriate way of reaching the goal. Taking the
town Ricaurte (Ecuador) as a case gives the opportunity
to get information about the target group and the
social context, due to the already existing contact
with the place and the possibility of experiencing and
getting close to the reality they are living in. It is also
probable that in the future Zirrara continues with the
work started there.

31
After the analysis of the context and all the
documentation made on phase 1, the focus is chosen
and the problem will be narrowed down.

phase 1 / NARROWING DOWN / problem formulation

PHASE 1

interpretation of the PS
This chapter gives a further explanation in the concepts
that the Problem Statement mentions.

healthier decisions social environment
create awareness of an adequate diet
Enable them to chose wether X is better than Z or In this context interaction between people is very
Refers to explaining the relations between nutrition and
cooking the same thing in a way of the other is better, important. People tend to leave their social life aside
health (positive-negative effects of eating properly),
always from a nutritional point of view. Better choices once they get married ( 18-24) and tend to think that
in order to understand the importance of it. The
towards physical and mental well-being. there is no place for entertainment in their lives. It
adequateness of a diet is measured in relation to the
should be an enjoyable activity , not an obligation, just
effects on the body (physical/mental) and contains all
their available resources something they do for fun. A meaningful situation that
nutrients necessary for a long-term survival.
It has to be coherent with what they have within reach. facilitates relation between individuals.
knowledge Even if X is very healthy, expensive solutions should
be avoided. What can be done with what they already people
Refers to practical and useful knowledge. In this case,
have? At this point of the project, the target group is broad. All
knowledge relevant for their daily life. It could be
of the inhabitants of Ricaurte could benefit from such a
information about the origin of food, how to cook,
concept. As it has been explained before, lot of different
variety of dishes, hygiene habits, etc. but always in a level
reasons could make the target group be interested in
that people without higher studies could understand.
such a concept.

32 problem formulation /NARROWING DOWN / phase 1

Choosing problem areas led us to define some user
needs, which the Problem Statement aims to cover. It
can be said at firs sight that the PS refers to basic needs
such as food and health.

But it is also important that, once the physiological and
safety needs are covered, a move could be made to
upper levels of Maslow’s pyramid. It is very interesting
that people develop self-esteem, feels respected and
morality gets recognition from others. The social environment
creativity should facilitate this.
spontaneity
problem solving The system will fulfil people’s needs in different levels
lack of prejudice (see illustration 1.10).
acceptance of facts
SELF-ACTUALIZATION

self-esteem/conficence
achievement/ respect
ESTEEM

friendship/family/sexual intimacy
BELONGING

security of health/family/employment/resources

33
SAFETY

breathing/food/water/sex/sleep/homeostasis/excretion
PHYSIOLOGICAL
ill. 1.10: maslow’s pyramid of needs

phase 1 / NARROWING DOWN / problem formulation

PHASE 1
veriure delendrem

end of phase
SYSTEM REQUIREMENTS
There are some general requirements that should be
taken into account for the solution to be successful:

· Future users must be part of the start up of the project.
They need to be and feel part of it in order to the later
development of it.

· It has to be created in a way that it will be possible
to keep functioning by Ecuadoreans. It has to be
sustainable in the sense of not need of support from
Zirrara (people, money, etc.) in the future.

· The aim of it is to help them help themselves. It is not
giving something “for free”.

· It is not easy to attract Ecuadoreans to new and
unknown things. It has to be a meaningful solution
which gives visible value to people.

· The start up of the project must be cheap, in a way that
it does not include high technology equipment, so that
Zirrara can afford it and it is coherent with the reality of
the town.

34 system requirements / END OF PHASE / phase 1

PROGRAM
The program is written as a sum up of the phase 1. It is
presented in a separate document that has been added
to the CD [appendix C_program, English].

The following ones are the contents of the document:

PROBLEM FORMULATION
VISION
OBJECTIVES
CONTENT
METHODOLOGIES
DELIMITATIONS
ASSUMPTIONS
TIMETABLE

phase 1 / END OF PHASE / program 35

The following chapter embraces the concept generation phase. In first place it describes
the behaviour of the system through the Value Based Methodology. Secondly the
proposals generated through the idea generation process are explained. And finally,

phase 2 the evaluation of them is described and the concept chosen to be further developed
is shown.

36

PHASE 2
veriure delendrem

system’s behaviour
VALUE BASED value mission
METHODOLOGY help to selfhelp
guide, show some ways let others do
In order to find the core values of the system, the Vision
Based Model [Tollestrup, 2007] has been used. After enjoyable social experience
doing some brainstorms and mind maps, the most entertainment, fun
suitable value mission and interaction vision have been
chosen and represented in the Lerdahl’s pyramid (see
illustration 2.1 on next page).
interaction vision

The system should be designed keeping the upper open to everybody
level of the pyramid in mind, and it should be perceived welcoming, no need of invitation
according to those key words. like going to a park

game like
rules, reward, play by teams
like a win-win game

easy to use
useful, handy, easy to use, fast understanding, intuitive

38 value based methodology / SYSTEM’S BEHAVIOUR / phase 2

t
ac
str
ab
help to selfhelp
enjoyable social experience
VALUE MISSION phylosophy SPIRITUAL intention

open to everybody

soft
game like easy to use
INTERACTION VISION story CONTEXTUAL expression

PRODUCT PRINCIPALS concept PRINCIPAL concept
e
ret

hard
nc
co

39
PRODUCT DETAILS elements MATERIAL product
kinesthetic visual

ill. 2.1: value mission and interaction vision

phase 2 / SYSTEM’S BEHAVIOUR / value based methodology

PHASE 2

the church is
in front of us

1 WALKsurroundings
describe
WITH THEM

give useful references to ﬁnd their way around
[generate relevant knowledge]

2 they can do itTHEthemselves
I think we are
in front of the
FOLLOW IN DISTANCE yeah! church
make sure by
SCENARIO assist when danger
Instead of using metaphors and images, the following
scenario (see illustration 2.2) has been seen to be the
most appropriate way of explaining the behaviour of
the system.

It explains the steps followed instructing blind people

3 LET THEM DO IT
(from the school where the volunteering was done) in I am in front
order to help them help themselves to walk around the of the church
town, being self-sufficient.

40 ill. 2.2: scenario of system behaviour

scenario / SYSTEM’S BEHAVIOUR / phase 2

It is very important that the knowledge gained was There were relevant details in the way of proceeding All those little details and the scenario picture a similar
remembered, so a tool was provided and how to use which have similarities with the desired system’s behaviour to the one that the system should show. First
it was taught them. A 3D map of the town was done behaviour: of all, at the operational level, when the system is already
with different materials and textures (see illustration working. But also it refers to the relation between
2.3). This way, the information would be remembered It was not allowed neither to hold their hands nor to Zirrara and the Ecuadoreans when implementing the
or consulted before going to the streets without walk ahead (because they could guide by the sound of whole system. It has to be done with them, then make
assistance. steps). We showed how to protect in case of danger. We sure they can manage by themselves, and later leave
were not going for a walk with them ,we were helping them do it.
them be prepared to go for a walk by themselves (help
to selfhelp).

Different walks were tried out and better results were
reached doing them by couples than individually. We
all talked about interesting topics in which they were
interested. Definitely it was more fun, and having an
enjoyable experience at the same time of learning
turned out to be more effective.
main street
As complementary activity we learnt Braille from them.
This reciprocal learning-teaching was very appropriate
for self-actualization of both parts.

The practice had the aim of showing them the town,
but also became in a process of showing blind people to
the people in the town. It turned out to be very positive,
ironmonger’s shop because it facilitated the interaction between blind

41
people and inhabitants of Ricaurte, which was not seen
before.

ill. 2.3: 3D map

phase 2 / SYSTEM’S BEHAVIOUR / scenario

PHASE 2
veriure delendrem

concept generation
PROCESS
At the beginning of the phase crazy ideas were
generated based on solving the problem statement
(see illustration 2.4). Several brainstorms were done
and ideas were represented by fast sketches. Some
were selected and discussed with other groups and the
supevisor.

problem
statement

ideas !

42 ill. 2.4: idea generation

process / CONCEPT GENERATION / phase 2

PROPOSALS
After evaluating the ideas, and choosing some of
them, the proposals were given a second thought. The
following pages explain the concepts presented in the
status seminar (see illustrations 2.5/2.6/2.7).

phase 2 / CONCEPT GENERATION / proposals 43

PHASE 2
veriure delendrem

concept1
[arrange-meet-learn-cook-eat]
day 1
This concept is about arranging groups of people
interested in eating together with others. A timetable
is planned and they meet each day at somebody’s
place. There is an assistant teaching how to cook and
all of them are part of it. The costs of the ingredients
areshared among all the participants.

This way all of them learn from each other while creating
a nice atmosphere for talking and strengthening their
friendship.

There is no need of a common meeting point due to
the fact that they meet at their places, each time in a
different one, so the cost of this system is very low.

44 day 2
ill. 2.5: concept 1

proposals / CONCEPT GENERATION / phase 2

concept2
[moving kitchen]
This concept is a moving educational unit, that could be
a truck or a big bus, specially designed for the education
about nutrition and food.

Inside the unit there are interactive games, information
panels and a kitchen. This way people entering the unit
learn, cook a little bit and eat.

Once every week the unit goes to another town, this way
reaching a lot of people from many different places.

phase 2 / CONCEPT GENERATION / proposals
ill. 2.6: concept 2

45

PHASE 2
veriure delendrem

concept3
[being part of the whole cycle]

The third concept makes the user embrace the steps
in the eating process, from extraction of raw material,
through the transformation of them to the consumption
production
of prepared food.

People learn about food and nutrition by being active in
the whole process. Having the overview of the cycle has
very positive effects in the understanding of it.

A meeting point is created, where apart from learning
about fruits and vegetables, cooking and eating them,
other activities such as speeches, cooking contest and
games are organized. There is also a workshop with
tools that children use to create kites, repair their bike
or make jewellery by painting stones.
transformation
consumption

46 ill. 2.7: concept 3

proposals / CONCEPT GENERATION / phase 2

end of phase
STATUS SEMINAR
The status seminar on the 28th of October gave and end
to phase 2 of the project. A presentation [ which can be
found in the CD, appendix D_status seminar slides,
English] was given explaining what was done so far as
well as the concepts generated during the phase.
feedback
The most relevant critic received was that the project
was too focused in solving the case. The presentation
given only showed the process and outcome of the
design of a PSS for Zirrara.

The semester objectives require more than solving a
specific problem. The case should be used to reflect
upon it and get an understanding of it in a higher level.

It was suggested to step outside the case and find a new
approach to the topic.

phase 2 / END OF PHASE / status seminar 47

PHASE 2
veriure delendrem

concept evaluation
Regarding the concepts presented, they were evaluated
together with a member or Zirrara, representing the
NGO, in order to go on with the project and get to the
developing phase.

The advantages and disadvantages of each concept were
seen according to the problem statement and the value
mission and interaction vision. A comparative table was
done (see illustration 2.8 on next page). This evaluation
ended up with the election of the third concept [ part of
the whole cycle] as concept to be developed further.

48 status seminar / END OF PHASE / phase 2

+
+ social environment + reach more people + better opportunities regarding the project

+ easy start up + continuous education

+ low complexity/cost + social environment

- - no enough room

- no appropriate tools for cooking
- high costs

- no finantial benefits
- high complexity

- need of further and deeper

49
development
- hospitality is a core value, and having - uncontinuous education
guest at home is a problem when not
enough to offer them - specific and limited knowledge
transmission
ill. 2.8: concept evaluation

phase 2 / END OF PHASE / status seminar

According to design processes followed in other projects [adapted from the generic
product development process described by Ulrich & Eppinger, 2002], the last phase
should be the detailing of the product or the service system, and the later presentation
of it . Due to the fact that the semester is focused on design research, the project is
seen as a case to generate argumentation contributing the theme of Social Innovation
and New industrial contexts. Many issues related to the topic are analyzed and the

phase 3
project has shifted the aim to enabling the client to create his own values. So, during
the phase, how to create a semi-finished solution is explored.

This chapter also discusses the use of the possible convergences between industrial
logics to deal with social problems emerging in the new industrial context. The
practice-oriented approach is used to analyze the system and mainly use cases and
flow diagrams are used to represent the outcome. The phase concludes with the plan
to present the project to the client, a workshop.

50

PHASE 3

rethinking the project The project aims to reflect upon all those issues by
means of exploring the case.

STEPPING OUTSIDE THE CASE project PS
The status seminar pointed out the need of rethinking
the semester objectives and the focus of the project.
How does the industrialization of service relate to the
Reflections done upon the question of “what does the
case?
case do for me?” changed the perspective of the project
from being just a PSS design to looking at the project
How does the case help the understanding of the
as a research work contributing to a current research
chosen methodological problem?
topic.

Due to personal interests of the author and the
opportunities the case offers, the paper Social
Innovation and New Industrial Contexts: can a designer The case and the problem statement remain the same.
“industrialize” socially responsible solutions? [Morelli,
2007], has been chosen to be the base of the project [the
article can be found in the appendix E_social innovation case PS
and new industrial context_can designers industrialize
What can I, as a designer, provide Zirrara in order to push the
socially responsible solutions, English].
development of it as an NGO?
The paper raises many questions such as:

Can a service be “industrialized”? What are the limitations of this method? How can I design a PSS that contributes to creating
awareness of the importance of an adequate diet,
providing people with the knowledge that will enable

52
What kind of tools do we need for organizing this kind of semi-finished platforms?
them to make healthier decisions based on their
Is it possible to generate knowledge that helps going from local to multi-local solutions? available resources, in a social environment?

stepping outside the case / RETHINKING THE PROJEC / phase 3

METHOD AND CONTENT
The way of proceeding will start by understanding the
papers and the concepts mentioned.

Solving the case will help to move from organizing the
service to understand it from an industrial point of view
and detecting critical points.

By means of solving a problem and thinking on a local
solution, hypothesis will be done about if it is possible
to organize it in order to adapt to other cases.

In this project the NGO is not seen as a client or
customer. The topic talks about enabling solutions
instead of disabling solutions, so members of Zirrara
are co-producers together with the designer.

Instead of designing a final solution, the outcome of
the case will be a semi-finished platform, represented
in a language that non-designers could understand.
This way, Zirrara should be able to organize the service
and adapt it to different contexts, creating different
solutions.

53
The validation of the outcome is limited by the fact
that the final users are out of reach when the project
is developed. Anyway, a workshop will be held with the
NGO for presentation and validation.

phase 3 / RETHINKING THE PROJECT / method and content

PHASE 3

looking at the world

extraction production distribution consumption disposal
ill. 3.1: steps in the system in crisis

THE STORY OF STUFF
Before going into the detailing phase of the system,
. it is interesting to have a look at the world, where the
system will coexist with other systems, that will at the
same time be part of a global system.

Annie Leonard exposes the connections between a
huge number of environmental and social issues [in the
sketch of her web site called Story of Stuff] . Illustration

54
3.1 gives a picture of the production and consumption
patterns nowadays. Lots of facts evidence that this
linear system is a system in crisis, that wastes resources
and people.

the story of stuff / LOOKING AT THE WORLD / phase 3

TOWARDS ANOTHER WAY
Hopefully new ways of thinking and acting are emerging
based on sustainability and equity (see illustration
3.2). Many movements have already started, such as
Green Chemistry, Zero Waste, Closed Loop Production,
Renewable Energy and Local Living Economies. The
situation is generating a demand for solutions of high
social value and industry is changing in response to it
[the full footnoted script of the sketch and facts can be
found in appendix F_story of stuff, English].

The system proposed in the project will try to fit the
mentioned context.

phase 3 / LOOKING AT THE WORLD / towards another way
ill. 3.2: another way

55

PHASE 3

practice-oriented analysis
PRACTICE-ORIENTED APPROACH
In order to get a better understanding and a more
detailed picture of the concept chosen in phase 2, the
practice oriented approach [Munnecke, 2008] has been
used. This is a way of looking at the system from an
activity-centric perspective (see illustration 3.3), instead changing and creating practices
of the more common actor centric-perspective.
If we recall the problem statement and try to look at it
actor A from this perspective, it can be said that the primary image
intervention that is envisioned is keeping the material
(their available resources) and changing the image and
practice skills attached to the practices (around nutrition) (see
illustration 3.5). skills

Nevertheless, there are a lot of practices in the system
actor B and some elements are kept and some are changed.

ill. 3.3: activity centric perspective A deeper analysis has been done to understand the
change of elements in the system and their impact on material
Each practice consist of the combination of three the actors within it.
elements: images, skills and material (see illustration
3.4).
image ill. 3.5: one way of creating a practice

56
material

skills

ill. 3.4: elements of a practice

practice-oriented approach / PRACTICE-ORIENTED ANALYSIS / phase 3

process ANALYSIS OF THE SYSTEM
The process of the practice oriented analysis starts by The diagram shown in the following page (see illustration
detecting the practices, finding the elements in each 3.7) helps to understand the dynamics of practices and
one and finally identifying the actors and their roles in to identify points of intervention.
the system (see illustration 3.6).
The main steps of extraction / transformation /
consumption have been divided in sub-steps and from
them the elements needed for each practice have been
noted down.

practices elements actors

ill. 3.6: process of practice oriented analysis

phase 3 / PRACTICE-ORIENTED ANALYSIS / analysis of the system 57

PHASE 3

ARRANGING EXTRACTING TRANSFORMING

sowing cultivating harvesting meeting explaining
· simple · beginning · take care · pick up the · fun · understand what and why
· effective of a project · fun result of an effort · leisure
· accessible · hope · rewarding · social activity
image · easy · nice atmosphere
· feel part of the whole process, have cooking and eating in
mind...

EDGEhow to reach an adequete diet
agriculture
WL
KNO
· organizational skills · how to sow · how to cultivate · how to harvest
· communication skills
skills · physical capability

· supporting · seeds · vegetables · meeting point · supporting elements
elements · water · storage · recipe
· information from · fertilizer
other the practices · working tools
N
ATIO
· land
material

ROL OF E LOC
CONT N ROP RIAT
INFO RMATIO APP
ABILITY

58 analysis of the system / PRACTICE-ORIENTED ANALYSIS / phase 3

CONSUMING

cooking laying the table explaining eating cleaning hygiene procedures

· fun · I do it for myself · self actualization · reward of · cooperation ·clean
· easy effort done · healthy

EVOKE
· chat · healthy · nice looking
· participation
O
HOW T ?
nutrition/food/cooking
I MAGES
· how to cook · communication skills · how to eat

· vegetables · cuttlery · supporting elements · prepared food cleaning tools · supporting elements
· other ingredients · plates
· storage · glasses
· kitchen tools · tables
· power+water · chairs
· kitchen · eating room

MEGAPRACTICES

practices

59
elements

ill. 3.7: analysis of elements of the system

phase 3 / PRACTICE-ORIENTED ANALYSIS/ analysis of the system

PHASE 3

INTERPRETATION
classification of practices how to evoke images? appropriate location
The images of the practices are related to the Lerdahl’s One of the most important things are the locations. The
The system consists of three megapractices (extracting- practices will happen in a context and in a specific place,
transforming-consuming) that have been divided in upper level key words, the value mission and the
interaction vision, which are: help to selfhelp, enjoyable which must be chosen. This will affect the performance
several practices. Although they are represented one of the practices, material flow, amount of people
after the other one, they do not happen chronologycally. experience, game like, open to everybody and easy to
use. involved, money necessary to start up the system, etc.
Most of them are overlapping and will happen in parallel
to other practices.
The operational way of the system’s back office must control of information
Arranging, although represented at the beginning, help to the front office experience to be coherent with
is above the other megapractices and embraces all those values, so that the users perceive them properly. As it has been said before, the system needs to be
the practices. The organization, control, planning regulated and the different practices connected. Actors
and regularization of all the system lays in this Arranging the activity like a game gives the opportunity must coordinate with each other and an information
megapractice. to introduce certain rules and putting people together in flow is needed between them.
groups. This way social interaction and entertainment
There are some practices that support each other, are guaranteed. It should be simple, efficient and accessible, but the
due to the material flow, that in some cases is output elements to support information transmission depend
of one and input of the next one. Nevertheless, the It has to be taken into account that depending on the on the amount of money invested on it and the resources.
system should be thought in a way that the practices culture we are working with the images connected with It can be done in many ways, from using paper to highly
are supporting one another but not depending. It might the practices might be different. computerized solutions, but they will contain the same
happen that one of the megapractice is not part of the type of information: production estimations, final
system itself, but that fact should not compromise the Establishing some hygiene procedures as part of other production data , accountancy, people participating in
practices will help to the naturalization of them. They

60
operation of the sytem, so in that case some external the system, etc.
suppliers should be found. will become a habit and could help people to attach the
image of organized and clean place to the system.

interpretation / PRACTICE-ORIENTED ANALYSIS / phase 3

knowledge where are the people? During the operation of the extracting raw food, cooking
and eating, power and water supply are needed, which
The fundamental aim of the system is knowledge In the activity centric approach actors are seen as will certainly come from external suppliers. The raw
transmission by means of interaction between people. certain configuration of elements. When thinking on the food and other ingredients needed for the cooking will
behaviour of the system and the elements needed, two flow in the system. There will always be moving material
The behaviour of the system changes the view of types of actors can be distinguished. Ones will be first in the system.
knowledge transmission as information giving (one- knowledge carriers and they could be called facilitator,
way road, from the transmitter to the receiver). By
taking part in the different practices of the system,
assistant or helper. On the other hand there will be users
or learners, that will become knowledge carriers as well.
CONCLUSION
questions about food like “where does it come from By means of interaction in the same practice (with its
The practice-oriented analysis of the system points out
and where does it go?”, the same reflection done in images, skills, and material) there will be a synergy
many relevant points of intervention in order to arrange
the story of stuff (see page 54), will have an answer between them and knowledge will be spread.
the system in a sustainable manner and making sure
by getting the big picture of it. Furthermore, it is not
that it evolves and involves more people.
giving information, but communicating, as a two-way ability
conversation what helps the learning process. Being
Once the system of practices are being performed,
an active part on the learning and communicating to It is assumed that all the tasks require some physical the cultivation phase, a process of naturalization will
others what learned, is much more effective. abilities from the users. Anyway, the system is open to happen and intentional practices will become habit or
everybody, so if there is people who can not perform performed with naturalness by the users.
Supporting elements are needed in order to facilitate the some of the tasks, other tasks will be provided to them
knowledge flow and to make sure it gets documented according to their residual capabilities. The system is The analysis has given a better understanding of what
for the later use. about improving skills and the improvements can start has to be taken into account when designing and
from many levels. representing the system. From a designer’s point of
view, the most important things to take into account in
material the case are the flows, of knowledge and information,
and the regulation of them.

61
Most of the material listed, tools and appliances, entail
a first inversion and maintenance costs. All that is
somehow static in the system, but suppliers are needed
as well.

phase 3 / PRACTICE-ORIENTED ANALYSIS / interpretation

PHASE 3
veriure delendrem

system representation
From the practice-oriented analysis it has been seen
that the system contains a lot of elements that have
SYSTEM OVERVIEW The next day, at 2pm mother and father walk towards
the field (extraction area in the diagram). The man
to be arranged and connected to each other somehow. meets other people and the farmer there. The farmer
This chapter creates a big picture of the system, but use case of different actors gives a presentation of the vegetables that are being
it has to be taken into account that the aim is not grown and the task that they are going to do. Some of
generating a final solution. That is why is has to be seen The most relevant issue in the project is the experience the people have some questions and after everything
as a way of understanding the system, not as a defined that the users get, so an overview of what happens is clarified they work for some hours watering plants
representation of it. As much elements as possible are to each actor is created (see illustration 3.8 on the and picking up fruits. The woman has taken a package
kept in the system, in order to explain the most complex following page). with vegetables and fruit and she brings it to The House
of the cases. (transformation and consumption area in the diagram).
If the diagram is read horizontally, it is like a story of She meets her two sons and a lot more people from the
what each actor does. It can be seen where the activities town and the chief talks about the food they are going
take place (the extraction area, the transformation and to cook. Everybody is happy to hear about it and they
consumption area or somewhere else). Three different get excited. Three teams are created, ones in charge
flows are represented: information, knowledge and of the main dish, others in charge of the second dish
material. Time is also represented in a pre-phase when and children who are going to cook dessert. They cook
the things are arranged and a during-phase when the themselves and the chief assists them once in a while.
main tasks are performed. It is also visible that although When the food is ready the people who was in the field
the actors start in different places and different tasks, come to The House and meet the others. More people
they all end up in the eating area. also join them for dinner. Some people from the field
and from the cooking lesson explain to the others what
they learnt and what they found interesting. Next,
everybody takes a sit and they eat the delicious meal
they all created and enjoy the chatting. People who has
The diagram can be told as a story: been contributing to it, people in the fields and in the
kitchen, get the meal in exchange of their effort. People

62
A four-member family wishes to participate in the
system so they join the list for the next day. The planer interested in having dinner there with the others, pay
has been gathering information and has arranged the a fairly cheap amount of money for it. After they finish
menu for the cooking lesson and ordered the ingredients eating everybody helps cleaning and they stay there
needed. until The House is closed.

system overview / SYSTEM REPRESENTATION /phase 3

CONCLUSIONS
The diagrams just shown are one of the multiple options
that the system admits. The representation diagrams in
two dimensions are static and it may look like if they
were fixed. It is difficult to show that there are many
options to get to an end.

It is actually easier when more than one people are
creating them and talking while doing it. This way the
time is perceived and it can be discussed “if we do this...
or if we do that...”. In order to develop the semi-finished
solution, it is better to have different elements (pieces
of paper, post its or movable tokens) to play with and
try out different configurations. This is going to be taken
into account in the phase of moving from the semi-
finished to the finished solution.

phase 3 / SYSTEM REPRESENTATION / conclusions 67

PHASE 3

industrialization of service
This chapter aims to explore the possible convergences
between industrial logics and social instances to support
MODULARITY AND
a shift of designers’ activities from products to systemic
solutions.
REPLICABILITY
In order to get an understanding of the system it has
By implementation and reflection about it through the
been divided in three main modules, defined by the
case, links between fully industrial theories and the
three main activities.
system are found. The advantages and disadvantages
of utilization of industrial logic in the solution of
For the system to be modular, those independent
social problems are evaluated and this will help the
modules could be arranged differently, or eliminated,
identification of relevant issues for Zirrara and the
and the operation of the system should not be affected.
making of the semi-finished solution.
Of course, in that case, other alternatives should be
found, in order to make up for them.

The ideal system has the three modules inside (see
illustration 3.12 on next page). That is the best one with
regards to the better performance of the system. The
users will gain the most this way.

But if the system needs to be applied in another context,
for instance a different country, different people and
less resources, the system could be seen as a smaller
unit.

This way of looking at the system, as a platform that

68
can be adapted, gives freedom in the use of it. Lots
of questions must be answered before any system is
started, but this gives space for more opportunities.

modularity and replicability / INDUSTRIALIZATION OF SERVICE / phase 3

extracting transforming consuming

system embracing three megapractices
The different configurations depend on how big the
boundary of the system is. If any of the modules is not
part of the system, a way of substituting it must be
found because all of them are necessary for the system
to work. What changes is the relation the system has
with the outside.

Although the different arrangements will still make the system embracing two megapractices
system function, the most valuable one will be the system
that embraces all the practices. Any configuration must
always keep the transformation module, due to the fact
that this is were most value is accumulated.

69
Depending on the resources and context, decisions
must be made to choose the best way of developing the
system of just one megapractice
final solution.
ill. 3.12: modularity of the system

phase 3 / INDUSTRIALIZATION OF SERVICE / modularity and replicability

PHASE 1

PHASE 3

In order to relate the industrial logics to the case,
the industrial methods are briefly explained first and
connected to the system later. There is no need read the
first description if familiar with the industrial models
discussed.

In order to evaluate the convergences with industrial
logics the system has been looked at as a manufacturing
process.

EFFICIENCY
The concept of efficiency is all about getting the maximum
result using minimum resources (see illustration 3.13).
In the companies this result is understood as income
and the resources are for instance the time and material
used for it.

There are several industrial logics aiming efficiency and
they will be explained and related to the project in the
following pages [Castaño, 2004].

70 ill. 3.13: efficiency from a businessman point of view

efficiency / INDUSTRIALIZATION OF SERVICE / phase 3

the seven deadly wastes 1 Overproduction
The production of vegetables in the extraction area
Overproduction is the result of producing more product must be controlled and a lot of knowledge about
Waste elimination is essential to increase profitability than the market requires. When the market is strong, agriculture is needed. It has to be taken into account that
in manufacturing and distribution businesses [Plan this waste might not be noticeable, but, when demand depending on the resources (if the production is inside
Services]. drops, overproduction produces serious problems with a greenhouse, or in the fields), the weather conditions
unsold inventory and wasted by-products. Wasted by- will also influence the production. Such factors are
products include material handling, storage space, unpredictable, and could cause overproduction as well
[waste = anything that adds cost, inventory interest charges, machinery and equipment, as underproduction.
defects, overhead, workers and paperwork.
but not value, to a product] Nevertheless, in case of overproduction, the system
In the system for Zirrara, overproduction could be a should have a way of regulating it without really being a
problem in two points: the extraction area and the waste. If the system has a kind of shop where products
The following seven wastes are the cause of the most eating area. The raw material and the prepared food that are not going to be used inside the system can be
important inefficiencies. that will be part of the product, must be kept in storage sold (at very low cost, lower than other shops, to make
rooms under special conditions (temperature, humidity sure everything is sold), that would be another way of
etc.). getting some money inside the system (that could be
used for example maintenance costs).
Planning is very important to avoid overproduction.
An updated and accurate information platform that
controls material flow is needed, to match supply and
demand. To make sure that what is produced will be
consumed (the production pushing consumption), the
production has to be thought the other way around. The
consumer needs to define the production (consumption
pulling the production).

phase 3 / INDUSTRIALIZATION OF SERVICE / efficiency 71

PHASE 3

2 Processing methods 3 Wait time

Maintenance and manufacturability are keys to Workers who have already completed the required
eliminating waste from process methods. Regular amount of work or employees who spend much time
preventive maintenance reduces defective pieces watching machines but are powerless to prevent
produced. problems are two examples of the waste of waiting.

The process itself, the transformation of raw material Referring to tasks that depend one on another one,
into prepared meal (cooking process) could have waiting for the previous operation to be done of for the
inefficiencies. The tools should be revised and well next one to be ready is also a waste. Waiting for raw
maintained to avoid defective output. Different material to reach the kitchen and waiting for people to
processes for the same outcome should be tried to meet before the cooking lesson is started are two of the
improve processing methods. examples related to the case. Influenced by their culture,
most Ecuadoreans are always late and this could difficult
the performance of the different activities. The way of
dealing with it has to be decided to avoid problems.

Tooling breakdowns or defects are also the cause of wait
time. Those could be that the oven is broken and has to
be fixed, or that the raw material that was going to be
used for cooking is not in good conditions to be eaten.
In the context of Ecuador, fast ways of solving such
problems must be found, because it would probably
easier to think about another way of cooking the dish
than waiting for the oven to be repaired.

72
But the best way of eliminating wait time waste is a
material handling system that regulates the flow of
material and users at an efficient pace.


4 Transportation

Often the root cause of this waste is a poor layout of
the area and storage facilities, which can mean long-
distance transportation. Temporary storage and
frequent changes of storage locations aggravate the
situation.

The material movement does not add value to the end By placing the system’s different areas close to each
product. Transportation waste can be eliminated by other or transporting material fast from one place
minimizing the distances materials must travel (see to the other one, the unnecessary movement would
illustration 3.14), eliminating unnecessary movement, be reduced. Inside the kitchen and the eating area,
better process coordination, better transportation material movement could also be reduced depending
methods, faster transportation and general organization for instance on the layout of furniture, appliances or
of the operation. storage rooms.

phase 3 / INDUSTRIALIZATION OF SERVICE / efficiency
ill. 3.14: long distance material movement

73

PHASE 3

5 Motion 6 Inventory 7 Defects

Waste motion is defined as time spent not adding value Inventory waste (see illustration 3.15) is closely Product defect wastes aren’t simply those items quality
to the product or process. Movement doesn’t equal connected with overproduction. Excess inventory control rejects before shipment. Instead, product defect
work. requires extra handling, storage space, interest charges, waste actually causes other types of waste throughout
people and paperwork. the manufacturing process: wait time that increases
In the system motion waste can most often be revealed costs, rework that increases labour costs, additional
in the actions of workers (users) as they search for tools It is essential to dispose obsolete materials and produce materials needed for replacement parts, the extra
(cuttlery, frying pan...), how they pick and place tools only the number of items the next process requires. labour involved in sorting defective from acceptable
and parts (material, semi-finished food...) that are kept An accurate estimation is needed to regulate this. parts, and scrapping defective pieces, which wastes
out of immediate reach of the workstation (kitchen As previously mentioned, food goes off very quickly both materials and work already performed.
area), and the time spent walking among machines if and a rule of “first in first out” must be followed. If the
they are responsible for several workstations. inventory is kept to a minimum, the flow of material The worst thing regarding defects is a customer
and the operation of the system will be easier and more discovering them because it will certainly cause
A carefully planned layout and the people in charge of efficient. dissatisfaction. To provide bad or low quality meal is
tasks can eliminate motion waste. definitely a waste of resources.

The ideal solution is to eliminate defect waste at the
source, identifying defects or the conditions that cause
defects as they occur.

74 ill. 3.15: excess of inventory


division of labour 5s plant distribution
The division of labour is the specialization of people in This is a method for arranging elements in a shared The layout of the work area (see illustration 3.16) is close
tasks and roles intended to increase the productivity of workplace and keeping it organized. to the idea of efficiency. To avoid most of the wastes,
labour. such as material transportation, the distribution of
Seiri / Sorting: Going through all the tools and materials elements must be carefully designed.
If the system is divided in small tasks, the people in in the work area and keeping only essential items.
charge of them would focus on tasks that they are best Everything else is stored or discarded. Related to the system, the extraction, the
at. More repetitions lead to learning faster ways to transformation and the eating area must be arranged
perform the task, causing higher efficiency in terms of Seiton / Straighten or Set in Order: The intent is to in the most efficient way, taking into account several
time. Productivity will also increase because training arrange the tools, equipment and parts in a manner factors: the location, the internal and external structure
time is reduced and the person is productive in a short that promotes work flow. of the building, the working conditions, the material
amount of time. And finally, little time is spent moving flow, the storage system... It is also very important that
between tasks so overall time wasted is reduced. Seisō / Sweeping or Shining: Systematic Cleaning or the distribution is variable, in order to adapt to new
the need to keep the workplace clean. The key point is situations if required.
that maintaining cleanliness should be part of the daily
work.

Seiketsu / Standardizing: Standardized work practices
or operating in a consistent and standardized fashion.

Shitsuke / Sustaining: Refers to maintaining and
reviewing standards.

The procedure of the 5S is important to give the image

75
of clean workplace and nice atmosphere. The hygiene
procedures can also be introduced as daily tasks and
standardize and sustain, to become a habit.

ill. 3.16: inadequate plant distribution

phase 3 / INDUSTRIALIZATION OF SERVICE / efficiency

PHASE 3

poka yoke others
Poka-yoke is a Japanese term that means “fail-safing”, There are many other methods and theories which
“Foolproof” or “mistake-proofing”. Avoiding inadvertent are not going to be analysed further but have similar
errors is a method of preventing errors by putting limits objectives as the ones previously mentioned. The
on how an operation can be performed in order to force endless pursuit of waste elimination is the essence of
the correct completion of the operation. Lean manufacturing and Just In Time. And some of
the methods have direct application just in industrial
There are many ways of making poka yokes (see context and with machinery related issues, such as:
illustration 3.17), all of them with the aim of avoiding M.R.P., Balancing of manufacturing cells and SMED
making mistakes, because the way of performing the Single Minute Exchange of Die.
task does not let another option than doing it right. This
kind of procedures could be though to any of the tasks
of the whole process that the system involves.

76 ill. 3.17: geometric poka yoke


PROBLEMS
So far the link between the industrial approach and the service system have been explained. But while trying to adapt
all those methods to the system, many weak points and incoherent issues have been found.

contradictions and incongruities
· In the process of application the industrial logics, the actors performing have been workers and clients, but it has
been left outside the idea of moving the clients to an active customer role, the co-producer of value.

· Looking at the seven deadly wastes, almost all of them can be criticized. Is material transportation a waste if it is
performed as a team task, as a long and nice walk while chatting to each other? Who says that wait time does not
have benefits? There can be a nice conversation going on while waiting. And since people will be learning how to cook,
there is also potential in making defective meal, just for the sake of learning what not to do next time. The procedure
towards efficiency starts by defining activities that add value and activities that do not, and deleting the last ones.
But from which point of view? And for whom? What is the important thing in the system? To have a lot to eat, or to
learn a lot when cooking? Then spending time on generating knowledge should not be a waste, even if it lowers food
productivity.

· The division of labour disconnects people from effect of actions. The specialization is directly disabling people of
doing other things. It goes against people enabling logic.

· The use of poka yokes avoids making mistakes. Where is the advantage of doing things well without knowing why?

77
But isn’t making mistakes a good way of learning? The use of poka yokes is another means of disabling people. As well
as the simplification, integration and automatization of as much as procedures as possible. ·

So it is pretty clear that those methods are not directly applicable to the system, but why is that?

phase 3 / INDUSTRIALIZATION OF SERVICE / problems

PHASE 3

aim
The basic idea of those models is that the users have some needs that the companies will solve providing them with
products. They have to do it in an efficient way, maximizing results (money) and minimizing resources. But what if
success criteria of an activity is not measured by money? What if the added value of the system could be raised by a
way of performing the task itself? Then all those wastes and inefficiencies previously mentioned could be understood
differently and would not be a waste anymore.

The NGO, as non-profit organization, has not the same understanding of efficiency as a company. From the very
beginning of the project the value mission has been defined as help To self-help and enjoyable experience. It was
never the main objective the maximization of food production. So the main difference of such a project and a common
production system is the aim, which makes the methods not to be as successful as they should be.

Furthermore the system is developed with the idea that well-being based on consumption should not exist anymore.
In the new context abilities, social interaction and knowledge transmission are the basis of well-being.

conclusions
By this analysis it has been seen that the system proposes a shift in the perspective. If in industrial logics the process is
the means and the product is the aim, the service system designed has the product as a means and the process is the
aim (see illustration 3.18 on next page).

In order to deal with this new perspective, a redefinition of inefficiency and added value are needed for the context.
Efficiency is all about getting the maximum result using minimum resources. But what if we call result to social impact
and positive change instead of money? Could we define waste in a new way?

78
[waste = anything that adds cost, but not value, to a service, experience]

problems / INDUSTRIALIZATION OF SERVICE / phase 3

It has been seen that it is not possible to take the methods and directly apply them. It is not even enough to grab
industrial logics and adapt them. All the focus must be switched because some of them become contradictory due to
the incongruity of the aim.

New tools are needed to measure the efficiency in making social innovation, in making changes in the way individuals
or communities act to obtain results. For instance, if the objective is the maximization of knowledge generation, how
could that me measured? Through examinations? In this new approach to efficiency new wastes could be discovered,
like the disuse of the potential of the ideas of the personnel. But some of the concepts such as plant distribution or 5S
are still valid if used to reach the objectives.

product focused process focused

phase 3 / INDUSTRIALIZATION OF SERVICE / problems 79
ill. 3.X: changing focus from product to process

PHASE 3

end of phase
WHAT DOES zirrara GET? WORKSHOP!
The outcome of the project is neither a product nor a
service system, but the understanding of the system purpose
and the knowledge to develop it further. The process
can be described as an “enabling chain” (see illustration The most appropriate way to present such an outcome
3.19), where the designer enables the client so that the to the client is to hold a workshop with different
client can enable somebody an underserved end user. phases: a presentation, some tasks and a conclusion to
Nevertheless, it is important to recall that the designer create awareness of the critical points and show that it
has analysed both Zirrara and a developing community is possible to manage the knowledge and arrange it in
in order to create the system. order to design the solutions themselves.

So, now that the project is almost finished, what is The main objective of the workshop is to validate that
Zirrara going to get, and how? it is possible to create enabling solutions to solve local
problems that can be expanded to solve multiple local
problems. The entire workshop will be recorded and the
material documented and presented in the examination.
designer members developing community The secondary objective is that Zirrara, as client, takes
advantage of the semi-finished solution. So apart from
the reports, all the material generated in the workshop
will be given to them for later use.

80
ENABLE

ENABLE
ill. 3.19: enable to enable

what does ZIRRARA get? / END OF PHASE / phase 3

ideal semi-finished solution method

The members of Zirrara will constitute a multidisciplinary The solution should contain elements and links. By The workshop will have an introduction where all the
team. None of them has design background and creating some rules of relating the elements and linking relevant information of the analysis and concept phases
are not familiar with design processes, methods, them, different configurations could be arranged, so will be provided to the members. The system will be
ways of problem solving, analysis, arrangement, and that different context frameworks could be fulfilled. In explained and once that the overview is understood,
representation techniques. case that the context is complex, complex shape, gaps the group will be divided in two teams who will work
must be filled with other external components. separately in the detailing of two different concepts. In
The main idea behind is a semi-finished solution as a the end everything will be presented and evaluated and
result of a sum of components (see illustration 3.20). problems found and the key issues will be discussed.

In the development part both groups will be provided
a diagram of the interaction of the different actors
with the system and with each other, explaining the
experience. From there they will be asked to build the
system behind through different steps.

+ + =
There will be a quick explanation of the task with some
examples and the members will work it for a certain
amount of time. It is important to move forward, so
some question cards will be provided, with problems
to reflect upon issues concerning the system. Those
questions will serve as check list, to make sure some
relevant things have been taken into account and to
push the team forward if it gets stuck. When the time is

81
over, another task will be introduced to them.
elements & links context frameworks relation rules different results
In parallel to the tasks a big cardboard will be provided
in order to note down problems and important issues.

ill. 3.20: components of ideal semi-finished solutions

phase 3 / END OF PHASE / workshop!

PHASE 3

introduction
structure
(see illustration 3.21)

[ 1 ] introduction slides [ 2 ] development [ 3 ] conclusions

Aim of the workshop Divide group into two teams Present what each group has done
Short introduction about design process: Association game to catalyse creativity Talk about problems and difficulties found
Phase 0 Understand the use case of different actors Evaluate and discuss the outcome
Trip (all of us have done it) Define the system needed to support the experience: Exchange ideas for the future
Phase 1 static material need to start up the system Reflect upon most important issues
Target group material flow Document material created
Problem areas knowledge flow
Needs/Values people/skills
Problem Statement Introduce more problems by questions (what if...?)
Phase 2
Idea generation
Concepts
Phase 3
System overview
Modularity
Explain what their task is and why

82 ill. 3.21: workshop steps

workshop! / END OF PHASE / phase 3

introduction
considerations hypothesis and expectations WHAT IS NEXT?

Members of Zirrara do not know about the system and Through the workshop the members of Zirrara will The main limitation of the project is that neither the
giving a short introduction of the previous phases is be able to understand the system and to develop two NGO nor the Ecuadoreans are on scope. That is why
adequate before they are asked to develop it further. different systems for the same place with different the final workshop and validation must be done after
configuration. They will realize of the adaptability of submission of the project.
It is very important that the material shown to them is the system and that will encourage them for the later
not sophisticated, so that they do not get intimidated use of the tools and questions used in the workshop for The workshop will be held on the 27th of december
by the complex diagrams. What matters in this case implementing solutions to real problems in the future. and the conclusions will be hopefully available in the
is the understanding of the system they get, not the presentation and examination.
quality of the representation of it.

The workshop will be limited to a maximum of 4h and it
will be held in Basque due to the fact that the participants
feel more comfortable and explain themselves better in
that language.

It has to be taken into account that the sequence of
events affects the result of the workshop. The designer
is part of the experiment, because he has designed it
and because he will be participating in the workshop.

phase 3 / END OF PHASE / workshop! 83

project conclusions
As mentioned at the beginning, the project consists The case, PSS design for Zirrara, has been appropriate The main difficulty of the project has been understanding
of two reports. The other document is a REFLECTION and has facilitated the reflection upon the research the objectives of the semester and finding the way to
paper, which discusses about how the topic and the case topic, which is Social Innovation and New Industrial focus the project in order to address them.
relate to each other. Conclusions about the research Context: Exploration of territories for PSS in practice.
topic are written in that paper. Most of the concepts to explore, described by Morelli, While previous projects were developed towards an end
are connected to the case due to the fact that the aim of solution of an specific case, this project has changed
the NGO is to create socially responsible solutions and perspective and has given more importance to the
it has been possible to relate them in practice. reflection part. Dealing with a more abstract project has
sometimes caused confusion during the process.
Having a real case helps the understanding of topics
and detection of possibilities and difficulties. By the Less emphasis than other projects has been put on
developing process of the case an argumentation explaining the methods used, but on the other hand
has been created on the current research topic. New more attention has been paid to reflecting upon why
knowledge about the topic itself and about design they are used, which limitations they have and what can
methods has been gained through it. be done. Difficulties have been experienced in defining,
representing and working on semi-finished solutions
The client, Zirrara, will benefit from the project in terms instead of finished solutions.
of knowledge. A semi-finished system will be provided,
based on the analysis of a local problem (targeted in Being a one-person group limits the discussion of ideas,
Ricaurte, Ecuador) and by means of a workshop the but meetings with other groups have been held in order
ability to generate their own solutions will be transferred to share comments and get some external feedback.
to the members.

If the NGO Zirrara meets the requisites to start up such
a system in the town of Ricaurte or another developing
community, end users will also benefit from the

84
project.

PROJECT CONCLUSIONS

The main delimitation of the project is that the The first contact with the semester theme was done
client and the end users are out of scope during the through several lectures about research and strategy
development of the project. The communication with under the name of “Design Research Methodology”. A
members of Zirrara has been fluent by e-mail and one number of design research topics currently in progress
person represented them on the presentation given at were presented through different courses. Some of
the status seminar. After submission of the project a them (“Holistic Design”, “Practice Oriented Design”,
workshop will be held giving an end to the project. The “Globalisation, Localisation and Social Sustainability”
conclusions will be shown at the presentation of the and “ Design and Environmental Sustainability”) are
examination and they will serve as validation of parts of close to the project and the knowledge gained has been
the argumentation. A trip to Ricaurte before the project implemented in the project to see how they relate to
started made it possible to design for a community in each other. A course on “Academic Paper Writing” was
Ecuador, but the real interaction with them will begin also held, and what was learned there has been used
when Zirrara decides to start up the project. for the presentation of the research work in the most
professional way.
Although the reports are written in English, the
communication with Zirrara is done in Basque and with Through the project a methodological problem has been
Ecuadoreans in Spanish. analysed within the field of PSS design. The ability to
work with current research themes has been developed.
Working on themes that are under development is
difficult but challenging. It is seen as an appropriate
approach to get an insight on a more research focused
field of Industrial Design. It has been very interesting
working on a topic of personal interest on the project. It
helped to keep motivation and encourage to work more
and investigate upon the topic.

PROJECT CONCLUSIONS 85

acknowledgements
The author would like to thank all the people involved in
the development of the project. In the first place, thanks
to Zirrara for the opportunity given and the collaboration
during the process. Thanks to Ecuadoreans met during
the trip, who where always open and helpful. Thanks to
Nicola Morelli for the support in supervision meetings.
And finally thanks to Miren Beramendi, Christian J.
Christensen, Roberto Reyes, Anders Rafn Hansen Kvist,
and Maria Winther Kristensen for the contribution to
the project, which was mainly feedback and new ideas.

86 ACKNOWLEDGEMENTS

lists
REFERENCES ILLUSTRATIONS
Castaño, Alfonso: Desarrollo de Estructuras Productivas | Slide show from lectures |2004 | Ingeniería de Producción | ill. 3.1: steps in the system in crisis
Mondragon Unibertsitatea ill. 3.2: another way
from web page of The Story of Stuff
Edwards, Michael & Fowler, Alan (2002): The Earthscan Reader on NGO Management | ISBN: 1 85383 848 9| Part 5 |
Earthscan Publications Ltd | London

Karl T. Ulrich & Steven D. Eppinger (2003): Product Design and Development |3th edition | Mc Graw Hill SOURCES
www.calcutaondoan.org
Manzini, Ezio (2005): Enabling solutions for creative communities Design Matters | Number 10 (special edition) | Pages www.fundacionvicenteferrer.org
64-68 www.getquitoecuador.com
www.idealist.org
www.innfa.org
Morelli, Nicola (2007): Social Innovation and New industrial Contexts: can designers “industrialize” Socially Responsible www.isf.es
Solutions? Designs Issues | Volume 23, Number 4 | Page 3-21 www.plantservices.com
By Wendell Leimbach and John Farrell
www.sonrisasdebombay.org
Munnecke, Max (2008): Practice Oriented Approach | Slide show from lectures | 2008 | Aalborg University www.storyofstuff.com
By Annie Leonard
www.volunteeringecuador.org
www.zerowaste.org

87
Tollestrup, Christian: Value Based Methodology | Presented through workshop | 2007 | Aalborg University

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