Rethink

Rethink. In other words, rethinking the complete product-service concept. The starting point is not an existing product, but its desired functionality. What do users want to achieve, how should a product help them? And can this also be delivered in a completely different way? By "rethinking" you can come up with a whole new product-service design. One that avoids the use of materials in part or entirely. Or one that you can design to be circular from the start.

At the beginning of any design process, it is important to question existing assumptions. Not doing something just because it has always been done that way. But really look at it with an open mind. Take the user and the desired functionality as a starting point and you will see that you get ideas for new product-service combinations.

A familiar example in this context is the drill. People don't necessarily want a drill, they want a hole in the wall to hang something. How can you offer this without each individual consumer buying a drill that then lies idle most of the time? You can rent out drills, offer a drill service, set up a sharing platform, design a mechanism that allows you to hang something without drilling. The possibilities are endless and call for an alternative product-service design. You get there by "rethinking.