Context
Traditional design practices often overlook the social, ethical, and ecological impacts of product innovation, contributing significantly to environmental issues. Despite the rise in eco-friendly products, they often cater to niche markets, adding to choices or counteracting environmental gains by increasing demand.
Challenge
In design practice the deliberate reduction or elimination of unsustainable products is rarely considered, although it can unlock new possibilities in reaching sustainability goals. There is a distinct need for research and practical solutions as well as knowledge, methods and tools that guide in approaching the domain.
Response
This project investigates exnovation efforts in the context of design. Exnovation refers to the reverse process to innovation, i.e. taking things (products, artifacts, technologies etc.) out of the system or from the market. The final outcome is a toolkit with design strategies that help incentivize, prompt and persuade people to accept an exnovation.
The Process
This project followed the research through design method to achieve a successful transfer from theory to practice.
Through RtD I was able to materialize and pressure test research knowledge within formative design interventions. These in turn provided substantial real-life learnings that informed the theoretical model for the final toolkit.
1. Researching the Domain
Synthesizing literature from sustainability, design, and human factors for initial exnovation approaches.
In the first phase I researched theory under the umbrella of exnovation by conducting a literature review of present knowledge, methods and applications. It resulted in a compilation of approaches how designers could tackle the removal or reduction of products and artifacts.
2. Formative Design Interventions
Initial research approaches were tested on the removal of iPhone charging adapters from shipping packages.
After studying the removal of the charging adapter from the iPhone box, I intervened in the purchase process of iPhones to test if customer experience regarding the removel can be increased. With 6 different prototypes, I tested various incentives and prompts for exnovation.
3. User Testing & Interviews
Testing interventions proved the value of deliberate design actions and helped framing exnovation strategies.
The formative design interventions were tested with iPhone 12 users to gain insights for the feasibility of design for exnovation efforts. Participants were introduced to each prototype, asked to give qualitative feedback and rank them according to their preference.
4. Toolkit Usability Testing
The toolkit underwent three iterative cycles: design, testing with designers, and refinement.
Within three loops, the toolkit was tested by designers using products they have developed for a cognitive walkthrough of exnovation. Qualitative as well as quantitative feedback was captured. The results led to adjustments that were implemented and tested in the following loop.
Persuading people to accept exnovation requires understanding their ability and motivation.
What hinders people to accept the exnovation?
There might be significant hurdles that hinder people to give up on a product. In the model 3 generic factors are considered.
What motivates people to accept the exnovation?
Designing for personal values and beliefs make persuasion easier. The model comprises 4 groups with different motivational backgrounds.
Understanding Ability
Three factors hinder people to accept the exnovation.
The second variable determines if a person is able to give up on a product. There are many reasons why a person is not. This can range from being dependent on its functionality to attributing significant emotional value to it.
Functionality
Exnovation might fail if the product has crucial functions. →
Functionality
If the product has certain unique features that cannot be compensated or substituted by other available means, the functionality would not be given after the exnovation. People are unlikely to discontinue the use of a product when it restricts a crucial function or purpose. Thus, losing functionality is the largest obstacle in the exnovation of a product. For this reason, it should be ensured that the desired functionality is maintained even after the product has been exnovated.
Habit
Exnovation might fail if people are used to the product. →
Habit
When people get used to the existence of established products, they tend to approach it in a habitual manner. This can be a subconscious way of using, interacting, or thinking of the product. People are naturally hooked to these habits and the exnovation would break them. Breaking habits, however, should be avoided in any case. Hence, it is important to plan in advance how the consequences can be preempted or mitigated. Best is to change old or foster new habits with rewards in the situation when a person is affected by the exnovation.
Valuation
Exnovation might fail if the product is valued by people. →
Valuation
Valuation describes the way people attribute special values to the product. This can be the case, when it is perceived as being precious, rare or stands for quality and refinement. So the product means more to them than just its function. It is therefore advisable to compensate for these values with targeted incentives. The product should be made undesirable and its abandonment more appealing.
Understanding Motivation
Personal values influence the motivation towards exnovation.
The first variable considers the consumer as a non-rational human driven by emotions, beliefs, experiences etc. If a person is averse to sustainability or afraid of change, the motivation towards exnovation is low. It requires the designer to give cues that respond to their personal values.
The Tolerant
People that are open to change and care about humanity and nature. →
The Tolerant
People of this group value freedom of thought, action and choice. They seek for social justice, equality and are generally liberal. They are very likely to be ecologically aware and prepared for change. This fact offers great potential for motivation towards the exnovation. Design efforts should deliberately encourage sustainable behavior and promote the exnovation as a desirable, beneficial and creative lifestyle by which they protect the freedom of all people.
The Decent
People that value continuity and care about wellbeing of their close circle. →
The Decent
The welfare of family, friends and people in close contact is important to this group. They are restraint of actions that violate social expectations or norms and value traditional culture or religion. For decents sustainability might seem to farfetched and is not taking the highest position. It primarily gets into focus if the lives of people in their closer circle are affected. In order to increase their motivation for the exnovation, design efforts should deliberately address advantages for the in-group and must be attached to respect and commitment.
The Self-Seeker
People that are open to change and seek for personal advantages. →
The Self-Seeker
People from this group like to be stimulated by challenges and novel things, and strive for an exciting life. Personal pleasure as well as sensuous gratification are in the foreground. Sustainability is of minor importance and not a convincing argument to them. If the exnovation comes with personal advantages, however, they might be open to it. Design efforts should emphasize newness through exnovation and offer clearly evident gratification for oneself.
The Reluctant
People that strive for the stability of society and put their own wealth first. →
The Reluctant
Safety and stability of society, relationships and self have importance to the reluctants. They value social status and prestige. Also control over people and resources seems worthwhile. There is a high probability that exnovation of established products for the sake of sustainability is against the values people of this group hold up. In order to motivate them, it is indispensable to match their beliefs by connecting the exnovation to means of security and benefits that imply personal gains.
8 strategies help designers in exnovating, considering both ability and motivation.
There are 8 strategies depending on the target group and potential hurdles in their relation to the product. They provide generic starting points with tailored incentives, prompts and rewards for the successful persuasion of people. The goal is to make it simple, interesting and desirable to accept an exnovation.
1
Facilitation
Give actionable information and means so people can commit to exnovation.
2
Personal Spark
Design an exnovation value that puts benefits for individuals first.
3
In-Group Spark
Design an exnovation value that benefits people's close circle.
4
Assurance
Design a motivational element that assures fixed and foreseeable outcomes.
5
Implicit Reward
Stimulate and reward a new habit with exciting, unusual character.
6
Explicit Reward
Stimulate and reward a new habit with resemblant, familiar character.
7
Alternative
Substitute the product by an intervention that ensures the functional needs.
8
Compensation
Design a direct and unambiguous replacement that is less harmful.
With the help of the toolkit, designers can go through the exnovation model in three steps.
- Initially, users are introduced to the general theme and informed about its purpose.
- Simple questionnaires are used to identify the target group, their motivations, and abilities.
- Finally, the most suitable exnovation strategies are proposed based on the input given.
The toolkit is a functioning prototype made in Axure RP.
By the use of Axure RP I was able to program the backend so that user input could be evaluated and captured across multiple sub pages. For remote usability testings, the prototype was hosted on the software’s cloud representing an interactive website.
