DesignasEnablerofSocialInnovation ASwedishperspective

SaraIlstedtHjelm,Professor,ProductandServiceDesign,KTH PehrMrtens,ResearchCoordinator,ProductandServiceDesign,KTH

KungligaTekniskaHgskolan/RoyalInstituteofTechnology SchoolofIndustrialEngineeringandManagement www.kth.se ThisreportiswrittenonthecommissionoftheSwedishESFCouncil,2011.

DesignasEnablerofSocialInnovation ASwedishperspective

Content

1.

Introduction

2.

Socialinnovationintheinnovationsystem

3.

Publicsectorinnovation

4.

Designasatoolforchange

5.

Thedesignmethods

6.

Socialinnovationsfromahistoricperspective

7.

Contemporaryexamplesofsocialinnovation

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8.

Conclusionandrecommendations

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TRITAMMK2010:13 ISSN14001179 ISRN/KTH/MMK/R10/13SE 2

1. Introduction Oursocietiesarefacinggrandchallengessuchasclimatechange,energyandresourcescarcity, ageing,andissuesofhealth,urbanismandsocialintegration.Itiswidelyrecognisedthat technologicalsolutionsarenotenoughtomeetthesechallengeswealsoneedsocial innovations.ThereportStudyonsocialinnovationstatesthatJustastheLisbonstrategyfor jobsandgrowthfocusedoninnovation,entrepreneurshipandtheknowledgebasedeconomy, thenewstrategyforEurope,Europe2020,musthavesocialinnovationatitscentreasameans ofsimulatingamoredynamic,inclusiveandsustainablesocialmarketeconomy. 1 Humanities,socialsciencesandmanagementarerespondingtothosechallengeswithanalysis andpolicyrecommendationsonanabstractandstrategiclevel.Technologicalresearchis creativeandproducesconcreterearrangementsofthefunctionalorganizationofsociety,butit lacksthefocusonpeoplethatmakethesolutionslongtermsustainable. Theaimofthispaperistoshowthatdesignmethodscanactasatooltotakepoliciesand recommendationsintoseminalandworkingschemes.Wewillshowthatdesignoffersasetof methodsthatbotharecreativeandpeoplecentred,capableofdoinginterdisciplinarysyntheses throughiterativeprototyping. Thereisanincreasingawarenessthatgrowthandinnovationneedsastrongersocial componentthatalsofocusesonwellbeing,inclusivenessandintegration.Thiswouldalso reinvigorateEuropeasasuccessfulbuilderofsocietyandnotjusteconomies.Buttodothiswe needtofocusallourcreativestrengthandtrynewpathsandmethodsdesignisoneofthem. AstheEuropeancommissionarguesinacommunicationfromOctober2010Ourstrengthsin designandcreativitymustbebetterexploited.Wemustchampionsocialinnovation.Wemust developabetterunderstandingofpublicsectorinnovation,identifyandgivevisibilityto successfulinitiatives,andbenchmarkprogress.(ouritalic) 2 Todaydesigniswidelyusedandcloselyassociatedwithproductdevelopmentforbusinessand themarket.Itmightseemstrangetoarguethatthissamemethodcanbeusedtodevelopsociety andforsocialgoalsinsteadofcommercial.Thisishoweverthecase.Designhasalongtradition ofnoncommercialapplicationsomethingwewilldemonstratewithexampleswheredesign playedapivotalroleinthedevelopmentoftheSwedishmodel. Butfirstwewilldiscusstheneedforsocialinnovation,thecontextoftheinnovationsystem, relatetotheinnovationcapacityofthepublicsectoranddiscussthebackgroundofthedesign methods,thekeycomponentsusedindesignforproductandservicedevelopmentandshow howthesetoolscanbeusedtoenhanceusercentreddevelopmentforsocialinnovation. 3

StudyonSocialInnovation,publishedbySocialInnovationExchange&TheYoungFoundation,2010,page4. http://www.socialinnovationexchange.org/files/Study%20on%20Social%20Innovation_22%20February%20201 0_0.pdf 2 COMMUNICATIONFROMTHECOMMISSIONTOTHEEUROPEANPARLIAMENT,THECOUNCIL,THEEUROPEAN ECONOMICANDSOCIALCOMMITTEEANDTHECOMMITTEEOFTHEREGIONS Europe2020FlagshipInitiative,InnovationUnion,2010,page3 http://ec.europa.eu/research/innovationunion/pdf/innovationunioncommunication_en.pdf 3 FortheexamplesinthispaperweareindebtedtothemappingoftheareapresentedinDesignfrsocial innovation:ettnyttdesignforskningsomrde,byAndersEmilsontotheFacultyofDesignatKTH,2010.

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 2. Socialinnovationandtheinnovationsystem TheneedforsocialinnovationhasbeenexpressedmostrecentlyintheNewYearSpeechof presidentBarroso 4 asanimportantwaytomeetsomeofthegrandchallengeswefacesuchas climatechange,ageingsociety,healthissues,inclusivesociety,andsustainabledevelopment. Socialinnovationcantacklethosechallengesinbasicallytwodifferentways: Asinnovationinpublicsector,orinnovationinthethirdsectorandinbusinessesrelated tothepublicsector.Thisissometimesputinthewordsofanewinstitutionaldesignof thewelfarestate. Asinnovationinthesensethatproducts,services,businessmodelsormarketing primarilyhavesocialgoalsorthegoaltoaffectpeoplesbehavioursandhabits.

Thereareafewdifferentdefinitionsofsocialinnovationathand,ofwhichthosetwoarethe mostfrequent: anythingnewthatworkstomeetasocialgoal socialinnovationsareinnovationsthataresocialbothintheirendsandintheirmeans Itcouldbeaddedtothosedefinitionsthatasocialinnovationisaninnovationthatmeetsa socialneedofcitizensthatisnotmetbyneitherthepublicsectornorthemarket.Itcouldalso beaddedthataprevalentcharacteristicofasocialinnovationisthatitiscarriedbycitizensand thatasocialinnovationisbasedoncitizenuserparticipation. Socialinvestmentsinthethirdsectorandcivilsocietycanbemadebythepublicsectorscaling upsubsidiestoactorssuchasvoluntaryorganizationsofallkinds;itcanalsobemadeby businessesintermsofsocialcorporateresponsibility,socialentrepreneurs,orbyphilanthropic foundations.Whenallthosedifferentactorsareheadingtowardsthesamegoalwecantalk aboutasocialmovement,whichisthebestconditionforasocialinnovationtobesustainable. Thesocialmovementthattodayisshowingastrongabilityofmobilizingallkindofactorsisthe environmentalmovement.Wewilldiscussthisatmorelengthinthesectionsthatfollows.

Socialinnovationisneededtomeetourmostpressingchallenges

JosManuelDuroBarrosoPresidentoftheEuropeanCommissionGrowthandeconomicgovernance orientationdebateonenergyandinnovation,5January2011 http://europa.eu/rapid/pressReleasesAction.do?reference=SPEECH/11/1&format=HTML&aged=0&language=E N&guiLanguage=en

Theurgeforsocialinnovationalsohasanotherside.AstheEUhasorganizedthesupplysideof researchthroughforinstanceERA,EITandERC,awarenesshasrisenthatthedemandsidefor researcharenotsowelleitherorganizedorunderstood. 5 Thedemanddriveninnovationisan innovationsupportedbyresearchinordertorespondtothemarketandthesociety,ultimately theusers.ToopenupthefieldofsocialinnovationasanareaofinterventionofEUandmember statesisimplyingarethinkingoftheinnovationsystemintermsofmakingitmorepeople centred. Foralongtimetherehasbeenacritiqueofthelinearmodeloftheinnovationsystem,i.e.apush modelwhereresearchisthoughtofasgivingrisetoinnovationsproductsandservicesthat aremadeusefulinsocietyandonthemarket.Pullmodelsandbottomupapproacheshavebeen presentedasalternativesaimingatmakingsciencemoreinnovativeandrelevanttosociety. 6 Thesemethodshaveonethingincommon:theyaimtorepresentthepeopleandthedemand fromsociety,buthavenotpresentedathoroughwayofinvolvingusers.Nowthedesign methodshavebeendiscoveredbytheinnovationsystemsthinkersasamoreviable alternative. 3. Publicsectorinnovation Centraltothediscussionofsocialinnovation,aspointedoutabove,isadisappointmentwiththe lackofcreativityandinnovativecapacitywithinthepublicsector.Ithasbeenclaimedtobe overlybureaucraticandoverregulated.Inthelastdecadessomememberstateshave introducedNewPublicManagementtopromoteamoreefficientregime.Inspiredbymethodsin thecommercialsectorthepublicsectoralsohasbeenmadetofollowtherulesofmanagement byobjectivesandresults.Arguably,whenthegoalsareputinnumbersbyaministryexternalto theagencythiswillhampercreativitywithintheagency,thathavenotbeenpartofthegoal settingprocess.Theconstantreportandauditingsystemthatfollowswithitalsoputobstacles tocreativityandnewwaysofthinking.AstudybytheBritishdesignfirmParticiple,thataimsto innovatepublicservices,showsthat+74%ofthesocialworkersengagementwithfamiliesin chroniccrisiswasspentonadministrationmonitoring,tracking,fillinginforms,data recording,reporting,creatingapapertrailandattendingmultiagencymeetings. 7 Thisisnota uniqueexample. NewPublicManagementalsoimplicatesanindustrializedviewofserviceproductioninthe publicsectorthatisnotfittedtothelocalsocietyitisputtoserve.Itdoesnotconsiderthe networksofengagedcitizenthatcouldbemoreeffectivelyinvolvedonthelocallevelinthe improvementofpublicservices. Yetanotherreasonwhypublicsectorislaggingbehindincreativityandinnovationisduetothe everincreasingspeedofchangethatcharacterizesourtime.Wefacenewchoicesaboutwhere andhowwework,live,travel,communicate,migrateandmaintainhealthalmosteveryday.To copewiththisrateofchangeanorganizationneedtobeflexible.Publicsectorhasproventobe stiffandbadlyequippedtotheneedofcontinuallyadjustingitselftotheshiftingcircumstances.
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DEMETERprojectThecostsofanoninnovativeEurope:ChallengesaheadbyLucSoete,pages34 http://ec.europa.eu/research/socialsciences/pdf/demetercostsnoninnovativeeurope_en.pdf 6 Seeforexample: Gibbons,Michael;CamilleLimoges,HelgaNowotny,SimonSchwartzman,PeterScott,&MartinTrow,1994. Thenewproductionofknowledge:thedynamicsofscienceandresearchincontemporarysocieties.London: Sage;Edquist,Charles,Ed.,1997.SystemsofInnovation:Technologies,InstitutionsandOrganizations,London: PinterPublishers/CassellAcademic;Etzkowitz,Henry&LoetLeydesdorff,Eds.,1997.UniversitiesintheGlobal Economy:ATripleHelixofUniversityIndustryGovernmentRelations,London:CassellAcademic 7 FromParticipleswebsite110110,http://www.participle.net/projects/view/3/102/

4. Designasatoolforchange BruceNussbaum,formerinnovationexpertatBusinessweek,claimedthatifweareina transformationcrisisthenweneedtohavepeoplewhoknowhowtotransform 8 andrefereed todesigners,designthinkersandinnovatorsthatworkswithorganisationalchangeinbusiness andsociety.Formanythisisanewwaytothinkaboutdesign.Theveryworddesignis connectedtofashion,furnitureandstyle.Butdesigntodaymainlyreferstoasetofmethods usedinproductandservicedevelopmentwhereaestheticsonlyisapartofalargercompetence field.TheetymologyoftheworddesigncomesfromLatindesignare;tomarkout,device, choose.Todaydesignmeanstocreate,fashion,execute,orconstructaccordingtoplan(from MerriamWebster).Itcanreferbothtothedesignofascientificexperimentortothemore artisticthecreativeartofexecutingaestheticorfunctionaldesigns.Nobelprizewinnerand designtheoristHerbertSimonwrote1969,thegroundbreakingbookAscienceoftheartificial 9 thatdiscussestheneedofanewsciencefordesignthatdealswithhowthingsoughttobeas opposedtonaturalsciencethatdealwithhowthingsare.Hehadaverywidedefinitionof designclaimingthateveryonedesignswhodevicesacourseofactionaimingatimproving something.Sincethendesignhasbecomeanefficienttoolinproductdevelopmentand towardstheendofthecenturytheconceptdesignhasexpandedtoincludealsointerfaces, servicesandexperiences. Inthispaperwedefinedesignasamethodofcreatingsomethingthatpeoplewantstouse.By thatwemeanthatdesignisacreative,usercentredprocesstodevelopproductsandservices thatarefunctional,profitableandcreatesvaluefortheuser.Thesemethodscanbeuseful independentofsectorandmaythereforebeusedasatoolforchangeinbothbusinessand publicsector.Butwhyaredesignmethodsparticularlyusefulforhandlingchangeinacomplex context?Manyproblemstoday(suchasthegrandchallenges)aresocalledwicked problems,problemswithaninfiniteamountofparametersandpossiblesolutions.A technical/rationalmethoddoesnotworkonsuchcomplexproblemsbecausethesemethods needmoreclearlydefinedproblem.Designersaretrainedtodelimitwithoutsimplifyingandto quicklymakequalifiedjudgements.Inaclassicstudy,RittelandWebber 10 showedthatwhile theengineerisproblemoriented,lookingforarestrictedproblemtosolve,thedesignersare solutionoriented,focusedondevelopinganumberofsolutionsinordertoexploredifferent possibilities.Designerstherefore,areusefulinthebeginningofaproject,wheretheyfreelycan exploreaspaceofpossibleactionsandhowthingsoughttobe,whiletheengineercantake theseconceptsanddefinethemasproblemstobesolvedandturnedintoafunctioning product. Duringthe1970sresearcherDonaldSchnbecameinterestedinhowwelearnandsolve problemsinaworldofincreasingchange.Bystudyinghowpractitionerssolvecomplex problemshefoundthatdesignershaveaparticularabilitytohandlesituationswithaninfinite numberofparametersandsolutions.Designmethodscontainkeyingredientsthatmakeit especiallysuitableforthis:itisusercentredandcontextual;itvisualizesanddevelops prototypesthatcanbeusedforfeedbackanditeration.Themethodhasageneralstructurebut alsoincludesimprovisationsandjudgementsbasedonalibraryofpreviousexperiencesand similarcases 11 .Schnsworkisstillseminalinordertounderstandproblemsolvinginaworld ofconstantchange,andhelpusunderstandhowdesignmethodscanbeusedasatooltohandle complexdevelopmentwork. Today,designisanestablishedmethodinbusinesstocreateinnovativeandattractiveproducts thataresuccessfulonthemarket.Businessleadersandinnovatorsclaimthatcompaniescant
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http://www.businessweek.com/innovate/NussbaumOnDesign/archives/2009/01/from_davos we_are_in_the_midst_of_a_transformational_crisis.html 9 HerbertSimon,Thesciencesoftheartificial,MITpress,Cambridge1969 10 RittelandWebberPlanningproblemsarewickedproblemsinCrossed.Developmentsindesign methodology,JohnWiley,UK1984 11 DonaldSchn,Thereflectivepractitioner:Howprofessionalsthinkinaction,Basicbooks1983.

affordnottousedesign.Themainideabehinddesignforsocialinnovationisthatasimilar approachcanbeusedtosolvelargechallengesinsocietysuchasdemographicchangesand sustainability. Inthediscussionofsocialinnovationandtheinnovationsystemtherehasbeenagrowing interestinademanddrivenanduserorientedperspectivewhichhasledtoarenewedinterest indesignmethods.Designmethodshavebeentaughtandtheorizedmainlyatartschoolsand hastherebynotbeenfamiliartoacademiauntillately.Asdesignnowisenteringthehallof sciencetheusabilityofdesignmethodshasbeengivenvisibilitytoawideraudienceespecially researchersoninnovation.Theinnovationresearchandpolicycommunitynowhasinvented theneologismdesigndriven 12 innovationtodescribethephenomenon.Thisisalsowhydesign driveninnovationcouldbeunderstoodasinnovationmadesocial,inthesensethatitisan innovationthatisrootedinananalysisofthesocialsituatednessofpeoplesneeds,behaviours andresourcesinaparticularcontext. 5. Thedesignmethods Designmethodsarebasedinthedesigndisciplinebutcanalsobeusedcrossdisciplinary.They aresolutionandresultoriented,usingallthesensesinvisualizingorgivingformtoadesign proposalatactileglimpseofafuturepossibility.Furthermorethedesignmethodsentertaina relationshipwiththeuserinacocreativeprocessthatiniterativeloopscomebacktotheusers torefineandadjustaswellastogetnewinsights. FollowingthedesignconsultancyIDEO,wedescribethedesignmethodasasystemof overlappingspacesratherthanasequenceoforderlysteps.Tosimplify,therearethreespaces tokeepinmind:research,ideation,andimplementation.Thespaceofresearchisinspiredbythe problemoropportunitythatmotivatesthesearchforsolutions,werefacts,inspirationsand usersarebeingsoughtouttocreatethebasiclandscapeoftheproject;ideationistheprocessof generating,visualising,andtestingideas,inconstantdialoguewithusers;andimplementation asthepartthatleadsfromtheprojectstageintopeopleslives.InanarticleinStanfordSocial InnovationreviewTimBrown&JocelynWyattfromIDEOcontinues: Thereasontocallthesespaces,ratherthansteps,isthattheyarenotalwaysundertaken sequentially.Projectsmayloopbackthroughinspiration,ideation,andimplementation morethanonceastheteamrefinesitsideasandexploresnewdirections.Not surprisingly,designmethodscanfeelchaotictothosedoingitforthefirsttime.Butover thelifeofaproject,participantscometoseethattheprocessmakessenseandachieves results,eventhoughitsformdiffersfromthelinear,milestonebasedprocessesthat organizationstypicallyundertake.13 Onekeyingredientisprototyping,whichistostagethedesignconceptsintactilemodelsor environmentsthatcanbeexperiencedandtestedbystakeholders.Thisismoreimportantthan itmightseematafirstglance.Experiencingsomethingatfirsthandistotallydifferent,and muchmoreconvincing,thanlookingatadrawing,a3Dmodellorreadingatext.Itinvolvesall sensesandpastexperiencesintoexperiencingfuturepossibilitiesinthepresent. Designmethodstoconclude,areanumberofcreative,usercentredmethodstodevelop solutionswhereseveralseparateoftencontradictoryparts,isshapedintoameaningfulwholein theformofaproductoraservicethatpeoplewanttouseintheireverydaylife. Weareallawarethatthesemethodshavebeenverysuccessfulinthecommercialsector creatingeverythingfromcarstotelephonesandwebsites,butcantheyreallybeusedforsocial goals?
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RobertoVerganti,DesignDrivenInnovation,HarvardBusinessPress,2009 Formoredetail:http://www.ssireview.org/images/articles/2010WI_Features_DesignThinking.pdf

6. Socialinnovationsfromahistoricperspective Thatpublicservicehasbeenthroughtimesofinnovationanddesignprocessesareperhapsnot widelyrecognised.Historically,astoday,ithasbeenaquestionofhandlingbigchallengeslike housing,socialservice,infrastructure,healthandworkingconditions.Thesearechallenges withoutsimplesolutionswherebusinessandtechnicalinnovationhastosynergisewithpublic serviceandpoliticstocreatesustainableproductsandservices.Oneofthemostforcefulwaysto demonstratevisionsforthefutureisthroughfullscaleexhibitions. TheStockholmExhibition 14 ofthethirtiesisanillustrativeexampleofadesignendeavourthat becameaturningpointinthehistoryoftheSwedishmodelcreatingthesocialFolkhem(Peoples home).Inspiredbyasocial,politicalandaestheticvision,anewworldwaspresentedinthe formofaprototypeofasettlementcomplexinthescaleof1:1.Atthisexhibition,ideasforanew architecture,andultimatelyanewman,wasshowntothepublic,topoliticiansandmediafor thefirsttime.Touseamodernphrasing,designconceptswereprototypedinfullscaletoenable feedbackandinteractionwithstakeholdersandthereactionswhereoverwhelming,both positiveandnegative.

TheStockholmExhibition1930showedanewwaytolive.

TheinitiativetotheexhibitionwastakenbytheSwedishdesignagencySvenska Sljdfreningen(laterSvenskForm)asocialmovementofsomesignificance 15 withits charismaticdirectorGregorPaulssontogetherwithanumberofleadingSwedisharchitectsand designers.TheirmotivationwastointroducethemodernisticideologytotheSwedishpublic anddemonstratedhowtechnologyandnewsolutionscouldsolveproblemssuchashousing shortage,hygienandeverydaylife.Atthestagewerearchitectureinsteelandglass,mass producedapartmentswithroofterraceandbathtubs,andfoldablespacesavingfurniture.A foodcooperativebuilttheirfirstselfserviceshopKonsum.Thiswouldnothavebeenpossible withoutthedevelopmentofthepackageindustrythatdoseddairiesinconvenientcontainers.
14 15

Paulssonetal.Acceptera,Tidensfrlag,Stockholm1930 http://sv.wikipedia.org/wiki/Svensk_form

Tetrapakisaninnovationthatovertheyearswouldleadtothelargestprivatefortunein Sweden.

Selfserviceshopsweremadepossiblebythegrowingpackageindustry.

Buttheexhibitionwasnotprimarilyaboutanewstyleofarchitecturebutaboutanewwayof living.Itwasaboutvaluesoflife,ofabrighterandmorerewardingfuturewhereprogressand technologywouldcreateabetterworld.Infocuswherenottherichandwealthy,butthe ordinaryworkingfamilyandtheireverydaylife.Manydesignconceptssuchastheworking kitchenandtheselfserviceshop,aimedtofacilitatehouseholdworksothatwomenwouldbe abletohaveanemploymentoutsidethehome.IntheyearstocomeSwedenwouldintroduce otherinnovationsleadinginthisdirectionsuchaschildcareforeverybody,maternityleave, collectivehousingwithacentralrestaurantetc.ItisindisputablethattheStockholmexhibition ledthewaytoandmaterializedinaconvincingway,thedevelopmentofthesocialdemocratic projectpeopleshome(folkhem),andgaveitabrandnewvisualaesthetics. Thesocialfolkhemalsolocatedintothecenterofitsphysicalplanasocialinnovation:thechild healthcenter(Barnvrdscentralen).Thisgaveimmediateresultsincuttingtheratesofchild deaths,detectingdiseasesandsocialproblemsonanearlystage,supportingfamiliesintaking careoftheirchildren.Italsogavesymbolicpowertoapoliticalvisionwhereconcernabout childrenwasamatterforthestateandnotonlyfortheindividual.Thechallengethesocial folkhemaimedtomeetwastheproblemswithpublichealth,poorhousingandsocialunrest posedbyslumcitieswhichhadfollowedonfindesicleindustrializationandurbanization.The visionwaspoweredbysocialengineeringandthesocialimpactwasimmense.Inthesocial folkhemdesignerswereinvolvedatalllevels.Urbanplanners,architects,anddesignersoftools, consumergoods,furniturewhereengagedtogivethisvisionatangiblemateriality.Butasit were,itwastopdown,andthestateknewwhatwasbestforthecitizens. 7.Participatoryandgreendesign Overtheyearsacritiqueagainstthetopdownmanagementofsocietyandthesocial engineeringbegantoappear.IntheseminalprojectUtopiafromthelate1970sresearchersand designerscooperatedtogetherwithskilledworkersandtradeunioninprintingindustryin ordertococreatenewcomputerizedtoolsforgraphicwork.Theseparticipatorydesign methodshavebecomeimmenselysuccessfullyandarenowawellestablishedtoolinalltypesof design.ItisstilloftenreferredtoastheScandinavianmethod.Basedonthedisabilityrights movement,inspiredbyUtopiaandfinancedbytheWorkinglifeinstitute(Arbetsmiljinstitutet), thedesignconsultancyErgonomidesign,developedaidsandeverydayitemsfordisabledand elderlybasedonthoroughstudiesonusersandtheirbehavior.Manyoftheirearlyworksuchas thebreadknifeandthecoffeepotareclassicandondisplayonmuseumsallovertheworld. Theirinnovativeworkhelpedtoraisethequalityoflifeformanydisabledandwasseminalin thedevelopmentoftheInclusivedesignmovement.Today,designdevelopmentwhichincludes theneedsofmarginalizedgroupsofpeopleisregardednotjustassociallydesirablebuta commercialopportunity.

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Theangledhandlehelpssupportthewrist. ThislastexampleofsociallyinnovativedesigntakesustothenextstepoftheSwedishmodel whenittookupthechallengeofclimatechangeandanecologicallysustainablesociety.Ina phrasingofthethenprimeministerGranPerssonintheearly1990s,itwascalledthegreen folkhem.Thegreenfolkhemisaboutaresourceefficientsocietyandverymuchbasedinan inclusive,bottomupideology.Itpickedupontheideasoftheenvironmentalmovementand madeitpartofthepublicpolicy.InaseasidepartofStockholmandformerindustrialareathe modelcityHammarbySjstad 16 hasbeencreated.Thetowninfluencestheinhabitantsto changelifestylesandtobeawareofenergyconsumption,thewastemanagement,facilitating carpoolingandtransportationwithlesscarbonfootprint.Carefulstepsaretakentoinclude residentsinthediscussionanddevelopmentoftheareathroughinformationhubs,websitesetc. ThismodelcityismorethanaLivinglabofafuturetocome,butanexperimentofdwellingin thecityinthemaking.Itexercisesprofoundimpactonsocietyaswellasintroducingnew productsandtechnologiessomeofwhichalreadyareexportedontheinternationalmarkets.

HammarbySjstadisanew,sustainablewaterfrontareainStockholm.

Theenvironmentalmovementisinfluencingmanyareasofdesigntoday,inthehouseholds,in theurbanspace,andinfashion.Inthehouseholddesigncanmakepeoplemoreawareofenergy useandinspiretoachangeofbehaviorhasbeenacknowledgedbytheSwedishEnergyAgency (Energimyndigheten).Theyhavefinanceddesignbasedresearchthatexploresalternativeways tovisualizeenergyconsumptioninthehomebasedonthoroughuserstudiesandcritical, creativethinking.TheFlowerlamp,thePowerAwarecordandtheEnergyAwareclock,shows energyuseinrealtimeinordertohelppeopletobeawareofandgetcontrolovertheirown energyuse. 17 .Inurbandesigntheenvironmentalmovementisinspiringpeopletogrowtheir

http://www.hammarbysjostad.se/ Moreabouttheseprojectsatwww.tii.se/awareandwww.tii.se/static

16 17

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ownvegetablesinthecity,suchasfoodgardeninUppsalaandguerillagardening 18 in Stockholm.Otherinitiativesworkforamoresustainablefashionandclothingindustrysuchas thedesignworkshopRemakeattheStockholmStadsmission,librariesofclothingandclothes swappingdays.AllthoseprojectswererecentlypresentedandexhibitedintheMuseumof ArchitectureinStockholm. 19 Theaboveexamplesshowthatdesignhasalongtraditionofsocialgoalandtochampionlarge scalesystemicchangeinsociety.ItiseventruethatdesignmovementsinEngland,Germanyand Sweden,inthemid19thcentury,originatedfromasocialconcernratherthanfroma commercial. 7. Contemporaryexamplesofdesignforsocialinnovation TodaythereareanumberofforwardlookingdesignprojectsinEuropethatpicksuponthe traditionofparticipatorydesignandcocreationinthedevelopmentofdesignforsocial innovation.Belowwearediscussingsomeoftheseinitiativesthatareworkingondifferent levels,suchasstatepolicy,regionallevel,innovationofpublicserviceandinthirdsector engagements.Theyalsohavedifferentfinancialsupport,rangingfromdirectgovernment funding,EUresearchandinnovationfundingfromtheFramework7,fundingfrom municipalitiesandthroughcollaborationsbetweenuniversityandthirdsector.Onetraitthey shareisthattheyhaveemergedfromentrepreneursthatburnfortheirissue. The27eregion 20 ,aFrenchEUfinanceddesigndrivenprojectforinnovationofpublic sectorontheregionallevel,havecomeupwithformulaofasendingmultidisciplinary designteamsinto3monthsresidencesinregionsinneedofnewsolutions.Thehave forexampleworkedtoimprovehighschoolanduniversitiescampusesandrenewing healthcaresystemsindepopulatedregions. Participle 21 ,aUKbaseddesignconsultancy,specializingindesignofpublicservicehave madeprojectoneldercare,familiesinchroniccrises,etc.Theyaretacklingthose problemareasinnewways,forinstancetheybasetheirinterventionsoncollaboration withthirdsectorcivilorganisations,focusingontheparticipantsresourcesinsteadof theirneedofhelp. Collaborativeservices 22 isacatalogueofcasesandscenariosdevelopedbythedesign departmentofMilanPolytechnic,ledbyprofessorEzioManzini.Itisaimedatsocial innovationanddesignforsustainability,exemplifiedinwebsites,publicationsand conferences. MindLab 23 ,adotankplacedingovernmentofficeofDenmark,usinganthropological anddesignmethodstoworkonsocialreformsinacrossministerialfashion.Theyhave workedwithissuessuchasgenderdivisioninthelabourmarket,climatechange, unemploymentfacedbyyoungimmigrantsetc. Medea 24 ,CollaborativemediainitiativeisbasedinMalmSweden.Theyhavestarted threelivinglabscocreatinginurbanplanningandonissuessuchasintegrationof youngsterandnewlyarrivedimmigrantwomeninthesuburbs.

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Moreaboutthisathttp://www.tillvaxt.org/ Moreaboutthisathttp://www.arkitekturmuseetlive.se/program.php

19
20 21

http://www.la27eregion.fr/ http://www.participle.net/ 22 http://www.sustainableeveryday.net/main/?page_id=19 23 http://www.mindlab.dk/en 24 http://www.malmolivinglab.se/index.html

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Commonfortheseinitiativesistoworkbottomupandstartwithsmallchangesonalocallevel thateventuallywillscaleupandleadtosystemicchanges.Anothercommonalityisthatthey workwithmarginalizedgroupsinsocietyandaddressesproblemissuessuchaslongterm unemployment,crime,alienation,genderandethnicity.Allofthemhaveacommitmentfor sustainabilityandforthecreativecompetenceoftheindividualtochangetheircircumstancesto thebetter. Thepossibilityofprosperingfromallthoseinterventions,andcombiningthem,canofcourse allowforsynergiesthatwillhavegreatersocialimpact,andeventuallyleadtosystemicchange. Buttoarrivetosystemicchangeitisveryplausible,thatbiggerplanningstructuresofsociety needtobeinvolved.PromisingisthatthedifferentEuropeaninitiativesofdesignforsocial innovationalreadyareengagedinavividtransnationalcollaborationinthefield.Designers fromItaly,France,UK,Sweden,Denmarkandothernationalitiesmeettoexchangeexperiences atvenuessuchastheDesignforsocialinnovationandsustainabilitynetwork(DESIS),The ServiceDesignConference(ServDes),theServiceDesignNetwork(SDN)andtheParticipatory DesignConference(PDC). Therehasbeensomecritiqueagainstinvolvingdesignersinsocialinnovation.Themost frequentisthatdesignershavepoorknowledgeofthepublicsectorandthattheyleavethe implementationtoothers.Theseissuesarevividlydiscussedwithinthecommunityasthefield matures.Designers,itisargued,hasnospecialistcompetenceinanyfield,thepublicservant andtheusersarethespecialists,theroleofthedesigneristousetheirexpertiseintheprocess. Asforimplementationitshouldalwaysbepartofthebriefandthedesignprocessincludes waystosustainasuccessfulimplementation,incompaniesaswellasinpublicorganizations. 9.Conclusionsandrecommendations Themainconclusionofourpaperisthatdesignmethodscanfillthegapbetweenthelevelsof policyandpracticeofsocialworkwithinpublicsectorandelsewhereinthesocialarea.Through takingonthisintermediaryroledesignwillreinvigoratepublicsectorinnovationcapacity involvingthesurroundingsociety.Designmethodscanbeausefultoolforsocialinnovationand isworthoftryingatalargerscalewithprogramsandinstrumentstofacilitateitsrealization. Wewanttomakeclearthatdesignshouldnotbeseenasawondermethodforsocialinnovation, butacreativetooltocomplementandsupportmanyothers.Weclaimthatdesignmethodsso farhasbeentoolittletakenadvantageofandthattheyoffermuchmoreastheybecomemore systematicallyused. InmemberstatesaswellasattheEuropeanlevelstructuresofthiskindalreadyexistfor businessinnovation,butwithaveryfewexceptionsnothingforsocialinnovation.Weneed instrumentsthatallowforandareenablingdesignexperimentationthatengagesandinvolves collaborationsofindividuals,localnetworksofcitizens,NGOs,businessesandpublicsector agencies.Incubatorsatuniversitieshavearoletoplay,andprobablytheywouldbenefitfrom networkingwithdesigndrivenlabsforsocialinnovationslocatedtoregionsoragglomerations ofmunicipalitiesclosertocitizens. Aprogramofmutualcompetencedevelopmentisalsoneeded.Socialandpoliticalscientistsand publicservantsofdifferentranksneedtolearnfromthecreativedisciplineofdesign.Designers andthedesignresearchshalldevelopitscompetenciesindealingwithsocietalissues.Itwill requirethatdesignersaregiventhepossibilitytofieldworkintasksinthepublicsectorand alsotobefurthereducatedinrelevantmaterialconcerningpublicsectororganizationand principles. Aswehavepointedoutinthispaperbefore:Theenvironmentalmovementisasocial movementthathasaprivilegedroletoplay,asitscapacitytomobilizecitizensinabroadand inclusivewayiswidelyrecognized.Webelievethatfundingandsupportingstructuresnot leasttheESFitselfwouldgainfromconsideringschemesinthetracksofforinstance 13

sustainability,resourceefficiencyorenvironmentalawarenessinconjunctionwiththeagenda ofsocialinnovations.ThisapproachwillalsohelppushingtheEuropeaneconomyinthe directionofgreenskills,greenjobsandgreengrowth.Furthermore,theissueofthe environmentisbyitsveryplanetarynaturelogicallydependingontransnationalnetworksand willthereforsupporttheintegrationofmemberstatesandhelpcreateacommongroundforan allEuropeansociety. SpecificallywehaveidentifiedasetoftargetedtaskswheretheESFcanmakeadifferenceto enablesocialinnovationsthroughdesignmethods: Competencedevelopmentinitiativestoeducatecivilservantsandsocialworkersin designmethodstofosterdialoguewithcitizens, Competencedevelopmentinitiativestoyoungdesignerstomakeinternshipsinsocial designdedicateddesignconsultancies, Networksforsocialinnovation,inpublicprivatepartnershipstructuresallowing designersatuniversitiesandineducationtocontribute(parallelindustrialPhD), Multiprofessionaleducationmaterials,atoolboxindesignforsocialinnovation, Adatabaseofbestpracticeindesignforsocialinnovationwithwebaccess, Socialdesignstudiosatregionallevelsasmethodresourcecentersatthedisposalto publicservants,socialworkers,citizens,NGO:sandsocialentrepreneurs, Summerdesignschoolsinsocialinnovationassmallscalepilotprojects, Newfundingschemesthatsupportstructuresofmeetingplacessuchaspublic exhibitionvenues,publiclibraries,andpubliccitizeninformationhubstopresentand discusslocalsocialinnovations, Newfundingschemesthatsupportstructuresofvoluntaryorganizations,inallareas, (nature,culture,ethnic,sportetc.)tobeseenasbasesforsocialinnovation.

Andfinally,thereisoneoverarchingquestion.Inanumberofpublicationscataloguesof examplesofsocialinnovationshavebeenpresented 25 .Whatisneedednowisresearchthat systematizesandpenetratesthephenomenonofsocialinnovations.Thismightgobeyondthe areaofoperationspertainingtoESF,butshouldbearesearchareaofinteresttothewider communityofinnovationresearch,andisanissuethatwillbroadenthescopeofinnovation researchtoincludethehumanitiesandthesocialsciences.Toachieveaworkingagendaof socialinnovationresearchtheESFcouldformallianceswithresearchagenciesandfoundations. Designresearchisjustoneresearchareathatcancontributetobringinsightsintothisemerging field.Neverthelessourconclusionisthatthedesignresearchmightbeanareaofkey importanceasithasthecapacitytobetheintermediaryofdifferentdisciplinesofscientific researchandthetechnologicaldevelopment,aswellasbetweenthelevelsofpolicyand practice.

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E.g.ThisisEuropeanSocialInnovation,publishedbytheEUCommissionin2010, http://www.vitaever.com/downloads/ThisisEuropeanSocialInnovation.pdf; TheOpenBookofSocialInnovation,publishedbyTheYoungFoundation,2010, http://www.youngfoundation.org/files/images/Open_Book_of_Social_Innovation.pdf; CollaborativeServicesSocialinnovationanddesignforsustainability,publishedbyEdizioniPOLI.design,2008 http://www.designfakulteten.kth.se/sites/default/files/1.35896collaborative_services_0.pdf

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