What would nature do? Natural ecosystems vs. design/business ecosystem
1. What would nature do?
Biological ecosystems vs. Design/business ecosystems
IXDA 2012, Dublin, Ireland
Joshua Sin
Experience Designer at Crispin Porter + Bogusky
@Joshuasin
2. Today we will focus on nature’s model and how it can
inspire/influence us to solve human problems -
design and business systems.
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3. Why should we listen to nature?
• Nature has survived 3.8 billion years of changes.
• Nature has learned what works, what is appropriate, and
what lasts.
• A lot of our inventions already appear in nature in more
elegant forms.
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4. Nature integrates a cyclic process
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5. Energy transfer across a trophic level
Abiotic environment: solar
Producers grows on radiation, water, oxygen,
photosynthesis and external nutrient carbon dioxide, mineral
Primary consumers eat Scavengers/decomposers feed
photosynthetic species on dead tissues and waste
Predator eats Consumer
consumer decomposes
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6. Energy transfer across a trophic level
Carbon in
atmosphere
Plants use CO2 for
photosynthesis
Carbon uplift over time
CO2 is released after
organic matter decays
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7. Unlike nature, humans work linearly.
Linear processes are a short term strategy that lead to dead ends.
store
Advertising Online experience Point of sale What’s next?
(Dead end)
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8. Linear leads to waste
Raw material Manufacturing Transportation Consumer Disposal
extraction production utilization
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9. What if our experiences could be cyclical,
continuous like the carbon cycle?
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10. Like the carbon cycle, platform works DRIVER/
towards a cyclical system providing a AWARENESS
long term strategy.
store
POINT OF SALE
ADVOCACY
USE PRODUCT
• Platform instead of project REWARD
• Dynamic framework that PROGRAM
can adapt and change
• Long term strategy
EARN
POINTS
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11. Nature uses keystone species to maintain
structure in the ecosystem
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12. Prairie dogs enable opportunities for other species
Burrows aerate the soil.
Bringing the soil’s nutrient
to its surface for grazers
Burrows become homes
for burrowing owls
Burrows become
homes for insects
Burrows become
homes for rabbits
Burrows become
homes for ferrets
Burrows channel rainwater
to prevent erosion
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13. Keystone species are the architects of biodiversity.
They maintain the healthy functions of the entire ecosystem.
They keep everything together, continuously flowing,
and in equilibrium.
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14. Unlike nature, we see projects as singular items. We become
disconnected from the larger picture and loose focus on the vision.
Project A Project B Project C
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15. What if our businesses could function like keystone species
enabling opportunities for growth and diversity?
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16. Like the prairie dog that digs one hole that enables several other
opportunities. Can one business decision, one project, one idea
enable several more opportunities.
Idea #1
Idea #2
• Does one thing that enables several more
(low biomass, high impact)
• Multipurpose One idea Idea #3
• Create opportunities
• Create diversity which leads to stability
Idea #4
Idea #5
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18. Clownfish and the anemone have a symbiotic relationship
where both mutually benefit.
Clownfish also protect the anemone
from predators such as the Butterfly
fish. Clownfish takes care of the
anemone by getting rid of its parasites.
Clownfish are protected from
predators by the stinging tentacles
of the anemone.
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19. What if our systems could form
symbiotic relationships with each other?
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20. Like the clownfish and the anemone, Kalundborg, Denmark is a city
that forms symbiotic relationship with several different sectors within
the city by sharing resources with them.
Pig farmers
Yeast
Steam
Sulfur
Steam
Bioplant
Oil refinery Gas
Sulfuric acid Gas
producer Electric Fermentation
power station sludge
Waste heat
Gypsum
Plasterboard
plant Waste heat
Waste heat
(return)
• Waste=food Fish culture
• Resourceful and opportunistic Sludge
• Relationships that self organize Local farmers
Municipality of
Kalundborg
Road
construction
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21. Nature is locally attuned and responsive.
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22. Galapagos Finches adapted to the environment to survive food
scarcity. Their beaks adapt towards the most abundant food resource.
Location 1:
Location 4: seed eaters
Insect eater
Ground finch
Location 3
Buds and fruit eater
Location 2:
Cactus seeds eaters
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23. How can businesses adapt and evolve in the
changing environments like Galapagos Finches?
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24. • Evolution is not a one-stop shop. Adaptation is a
game of singles and not home runs.
• A step in the right direction is far more important than one big step.
• Observe and adapt to the environment.
• Rapid changes is a two-edged sword - a threat but
also an opportunity.
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25. “It is not the strongest species that
survive, nor the most intelligent,
but the ones most responsive
to change.”
- Charles Darwin
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26. Nature...
• Integrates cyclic process
• Feedback loops
• Optimizes rather than maximizes
• Is resourceful and opportunistic
• Fosters cooperative relationships
• Is locally attuned and responsive
• Is diverse
• Strives for equilibrium
• Focuses on a long tem strategy
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27. What would nature do?
@Joshuasin
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