Visualising Product-Service Systems applied to Distributed Renewable Energy The Energy System Map Silvia Emili College of Engineering, Dr Fabrizio Ceschin Design and Physical Sciences Dr David Harrison Department of Design
PSS applied to DRE Complex solutions that require a new design approach and new design tools Energy-using Customers products Network of providers Services Renewable energy sources Energy Payments systems Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 1 Brunel University London
Designing PSS applied to DRE Innovation Map Design Framework and Cards Visualisation and + + communication tools Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 2 Brunel University London
PSS applied to DRE The Energy System Map A tool to visualise and communicate new sustainable business models Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 3 Brunel University London
The System Map A graphic representation of the stakeholders involved in the system and the interactions between them, i.e. the flows of goods, services, information and money. Highly Customerised Solutions, Solution-oriented design, production and delivery systems (European Research, GROWTH Programme - Jegou et al., 2004) Stakeholders Flows / interactions Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 4 Brunel University London
Development of the visualisation system Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 5 Brunel University London
ENERGY SYSTEMS ENERGY-USING PRODUCTS Individual Cooling / Bulbs & Charging Isolated Connected Mobile Computer & Mini kit energy Lantern Battery Radio TV Fan heating lights station mini grid mini grid charger IT device system device RENEWABLE ENERGY SOURCES Biomass Solar Wind Hydro Human Hybrid SERVICES Product Maintenance Financing Installation Training End-of-life upgrade & repair NETWORK OF PROVIDERS Non-Govern- Micro Finance Private Technology Local National grid Public and Community Cooperative mental Org. Institution enterprise manufacturer entrepreneur supplier gov entity CUSTOMERS Individual Local Productive Public Public and Mix of Community household entrepreneur activity building gov entity customers OFFER PAYMENT CHANNELS Pay to Pay to lease Pay per energy Pay per unit Mobile Scratch cards In-kind Fee Credit Cash Meter purchase or rent consumed of satisfaction payments / energy codes contribution collection payments payment reading Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 6 Brunel University London
First application Describing archetypal models of PSS applied to DRE Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 7 Brunel University London
First application Describing archetypal models of PSS applied to DRE Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 8 Brunel University London
First application Describing archetypal models of PSS applied to DRE Actors Provider represented on the left-hand side, customer on the right Ownership Emphasized by color/coding Flows Central part, between provider and customer Payment Lower part of the map Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 9 Brunel University London
Development of the Energy System Map 12. manufacturer provides end-of-life services MAIN OFFER BOUNDARY + 1. enterprise installs connected mini grid and efficient lights that Technology provides power to public buildings and households manufacturer 8. entrerprise provides maintenance & repair Public building 11. manufacturer provides 3. entrepreneur collects product upgrade public buildings’ readings 2. provider offers training on operation and management 9. enterprise sell extra electricity to national grid 5. entrepreneur collects Community Private Local monthly fees enterprise entrepreneur 10. grid supplier pays for electricity 6. community pays fixed monthly tariff for limited energy 7. entrepreneur trasfers payments to provider 4. public buildings pay per energy consumed National grid supplier Ownership Flows Material or service flow provider Financial flow Information flow customer Labour performance flow Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 10 Brunel University London
Rules 12. manufacturer provides end-of-life services MAIN OFFER BOUNDARY + 1. enterprise installs connected mini grid and efficient lights that Technology provides power to public buildings and households manufacturer 8. entrerprise provides maintenance & repair Public building 11. manufacturer provides 3. entrepreneur collects product upgrade public buildings’ readings 2. provider offers training on operation and management 9. enterprise sell extra electricity to national grid 5. entrepreneur collects Community Private Local monthly fees enterprise entrepreneur 10. grid supplier pays for electricity 6. community pays fixed monthly tariff for limited energy 7. entrepreneur trasfers payments to provider 4. public buildings pay per energy consumed National grid supplier Ownership Ownership Flows Material or service flow The ownership of energy system and energy-using products is provider Financial flow clearly shown by a colour-block filling of either the provider (violet) or customer (pink) icons. The products involved are Information flow customer Labour performance flow presented with the same colour Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 11 Brunel University London
Rules 12. manufacturer provides end-of-life services MAIN OFFER BOUNDARY + 1. enterprise installs connected mini grid and efficient lights that Technology provides power to public buildings and households manufacturer 8. entrerprise provides maintenance & repair Public building 11. manufacturer provides 3. entrepreneur collects product upgrade public buildings’ readings 2. provider offers training on operation and management 9. enterprise sell extra electricity to national grid 5. entrepreneur collects Community Private Local monthly fees enterprise entrepreneur 10. grid supplier pays for electricity 6. community pays fixed monthly tariff for limited energy 7. entrepreneur trasfers payments to provider 4. public buildings pay per energy consumed National grid supplier Flows Ownership Flows Material or service flow Each interaction is represented with a characterising provider Financial flow flow which define the type of action (e.g. service provided, payment) and indicates who performs it. Information flow customer Flows have numbers to facilitate the reading process Labour performance flow Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 12 Brunel University London
Rules 12. manufacturer provides end-of-life services MAIN OFFER BOUNDARY + 1. enterprise installs connected mini grid and efficient lights that Technology provides power to public buildings and households manufacturer 8. entrerprise provides maintenance & repair Public building 11. manufacturer provides 3. entrepreneur collects product upgrade public buildings’ readings 2. provider offers training on operation and management 9. enterprise sell extra electricity to national grid 5. entrepreneur collects Community Private Local monthly fees enterprise entrepreneur 10. grid supplier pays for electricity 6. community pays fixed monthly tariff for limited energy 7. entrepreneur trasfers payments to provider 4. public buildings pay per energy consumed National grid supplier Offer boundary Ownership Flows Material or service flow The main offer is included within the offer boundary, provider Financial flow clarifying that secondary stakeholders and interactions may be included or detailed but they can be Information flow customer represented with smaller icons Labour performance flow Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 13 Brunel University London
Testing activities Emili, Ceschin, Harrison Supporting SMEs in designing sustainable business models for energy access for the 41 Brunel University London BoP: a strategic design tool
Testing the clarity and ease of use case case case 1) case case 2) Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 15 Brunel University London
Application 1: Visualise and communicate case studies of PSS applied to DRE in a clear and effective way “the system map gives you a visual picture of how the case study looks like. It gives you an overview of the whole business model” “Helped refine and define interrelationships between actors in a simple way” “I can more clearly understand the important relationship and interrelationships between key stakeholders, products and services, value proposition and the customers” Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 16 Brunel University London
Applications 2: Design and detail new concepts of PSS applied to DRE Emili, Ceschin, Harrison Visualising PSS applied to DRE: the Energy System Map 17 Brunel University London
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