Evaluation Blog

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  1. Product Analysis

The product analysis at the beginning of the project was all about getting to know the product and the different components. Because of the teardown and questioned if all parts were that necessary. The product itself is relatively simple, that is why it would have been useful to disassemble other (maybe higher segment bicycle lamps) as an inspiration. Later on I found out that it is all about the customer’s perspective. The bicycle lamps have a low value for them and that is why these lamps are currently used, the way they are used.

The targeted user in my case was everybody was rides the bicycle in the dark and does not want to invest in high segment bicycle lamps. This target group needs to buy bicycle lamps because it is mandatory. Since this is such a wide range of people, I looked at what their true value is: always access to working bicycle lighting for a low price. Based on this I started redesigning the bicycle lamp.

 

  1. Circular Design Challenge

At first I totally eliminated the idea of repairmen by the user. This is because I already thought the value was too low to let the user do an activity to regain value. At the moment it is already possible to replace the battery whenever this is necessary, and that barrier is already too big. But when I looked at the problem: the bicycle lamp breaking down prematurely, there we only two options possible. Or the bicycle lamp should not break down (long life model?) or the bicycle lamp should be able to be repaired when broken down. I actually made a combination with these two. The bicycle lamp will not break down because of the rain because the entire product is waterproof. The weakest component that “breaks down” is the battery when it is not charged anymore. I could chose for a system that the user could recharge it themselves but why would they? This bicycle lamp has no value for them. That is why the “repairing”, or charging lies at the company side. A low barrier customer touch point needed to be designed to enable this flow.

I did not change my circular design challenge throughout the process because it touched upon the actual product with this challenge: the product breaking down prematurely. This was also the main aim for my entire redesign.

 

  1. Circular Design Strategies

The circular design strategies were a starting point for the redesign and I already got stuck here. Circular Economy is about systems thinking and we stayed way too long in our tiny scope with this product. I missed a starting point where the different systems were analysed and where the value creation needs to happen. What I am trying to say is that starting at the Circular Design Strategies is actually way to concrete while I personally prefer to stay at a high level of abstraction. This way I can overview the entire design problem in a more holistic way. It would have been more suitable to start at the business model side of things, and more even that is to concrete for this stage.

I did revise the outcomes because the designing we did at this stage was only used as an inspiration for the next stages. Within the next stages – after I chose my business model – I used the circular design strategies again. I was a help to already start thinking about the possible solutions for the product, but we narrowed it down too much and it felt very restricting.

  1. Business Model archetypes

This was actually the part where I felt more comfortable with because I already knew that it was inevitable to change the design again after the business model decision. The design of a business model is crucial when creating a successful flow for the product and that is why it is important to start with this instead of the circular design strategies. When I looked at different business models I was able to make more drastic changes within the design – since this needs to support the business model. Also the service needed to be designed. Since there were so many product changes at that stage and a service needed to be design – we actually needed more time for this to work this out in more detail.

I used multiple design strategies eventually to support the circular business model. This was coincidence because it everything is interconnected – to make it work the problem needed to be approached on different levels. I also felt the need for a part about service design within this framework. Not all services are circular and especially when those logistics are powered by fossil fuels: could that ever be more linear?

Because of all the different flows within the business model, I had a hard time in calculating the financial part. There is no clear point of value created and no clear point of where this values is disappeared. It is also really hard to calculate the costs of a service, especially because of the labour, logistics and location.

 

  1. Final Concept Design

I made the decision to add more (critical) materials to the product. These materials actually will support the performance and lifespan of the product very positively, but is this circular? Since the materials are easy to extract from the product and the materials stay in loops, this could be circular. But is it still when we take into consideration that sometimes the product will not return? Financially this is alright because the deposit will thereby also no be returned, but if we look at the material level we will create a leakage of for example lithium, neodymium and copper. This will be eventually less than the amount of lithium that leaked out of the linear system, so what is more important?

It is possible to have different variants of this bicycle lamp. During this design challenge I wanted to go all in for this specific direction and see what the design, energy and material consequences were. I could have decide to use a different connection to attach the bicycle lamp with the frame of the bicycle but it would have caused a less successful flow of products between the vending machine and the user. Because this flow it where the most value is created from a circular point of view (re using the entire product) I wanted to give this a high priority.

 

 

Improved Circularity

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Overview improvements

A brief overview of all the improvements within different circular design strategies.

1. Attachment & trust

  • Quality check within the machine

2. Durability

  • Waterproof housing
    • Induction charging
  • Improve all weak components
    • Permanent magnet to attach it to the bicycle

3. Standardization & compatibility

  • Two LED’s per lamp (each lamp is both a red and a white lamp)

4. Ease of maintenance & repair

  • Logistics to repair the product or recycle the components

5. Dis- & reassembly

  • The internal components (induction charger, PCB, batteries and permanent magnet) are stacked. When the housing is disassembled all these components are easy accessible.

 

Life Cycle Assessment redesign

system + systemboundaries

Material Impact Redesign

materials redesignUser Impact

We assume that the return rate of the bicycle lamps is 90% and 85% of the returned bicycle lamps passes the quality check. In total each bicycle lamp gets charged 4 times in its lifespan without intervening of the repair centre. Each time charging costs about 0.0036MJ and the CED within the Netherlands (domestic use) of 4 times charging is 0.04608 MJ.

End-of-Life

The database of Idemat is to narrow to know how much value is truly created by all the different components.

EOL redesign Even less energy is gained by recycling the components. In total CED of the redesign is: 8.13691075 MJ compared to the 4.060123629 MJ of the original design.

The average amount of times that the redesign get recharged is four. The lifespan (4 months) is the same as the original design since the battery is also a 3 Volt lithium battery.

loops

Per bicycle ride original design: 0.063439431703125 MJ

Per bicycle ride redesign: 0.0317848076171875 MJ

 

Is this more circular?

Before we can say something about the improved circularity, we first need to figure out what circular is. In my opinion this is creating a flow of materials that continuously comes back to a place where the value can be regained. This can be done preferably on a product level, but if necessary this should be done on a part, component or material level. Since there is hardly anything published about what circular truly is, this is a topic that can be debated. For me circularity also means that the total impact per product could be higher in the improved design, but because it circulates the function unit should be lower. It is hard to make exact calculations because the calculation of a LCA is designed for linear systems.

What I have seen in my design is to create a product durability, I needed to put more (critical) materials in – a permanent magnet and the copper for the induction charging. Because the product could stay waterproof and the user cannot break any components such as the elastic band, this created a longer lifespan of the product. These materials were important to make the vending machine able to regain the most value on a product level. This way, an efficient flow was created between the user and the vending machine. Since no logistics were needed to transport broken bicycle lamps to a recycling facility, this was also more effective. On the long run, this makes it also cheaper for the company – but to enable this extra added materials are needed. Since these materials are very easy to separate from the rest of the materials, it is possible to recycle those as a last resort option. But is it more circular when you need to use more (critical) materials to make things flow more circular?

Besides that, I choose for lithium batteries because those are more durable – making the flow more effective because it will stay more between the vending machine and the user. Lithium is a critical material (EU21) and is hard to recycle. These batteries can be used multiple times and will create a longer product life span – but is this circularity? We can say that this choice is more circular than the old design since these lithium batteries are only used once (fully charged – uncharged) in the old design where in the redesign they will be used until their quality becomes too low.

And my last question is on the edge of my system boundary- but an entire vending machine system needs to be created to make this work. Within this machine a lot of (critical) materials are needed to keep it working. When implementing this product service system – we need to find a company that can make these vending machines circular before we can call this PSS “circular”.

Business Model

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The Access model

In the access model profit is generated by maintaining owner of the products. In this case this is not only to use (critical or future critical) materials again – the value of these bicycle lamps is too low for that to make that viable. Within this system, money is generated by recharging the batteries within the vending machines. The value (energy) that is consumed by the user is regained and sold again. Since the deposit covers the main risk of losing the entire product plus all the materials, the fee for charging should cover the labour, the vending machine and should be the main generator of profit.

BM profit generationReturn Rate: 90%

Percentage that passes the quality check: 85%

loops

 

 

 

Business Model Canvas

 

busines model canvas

Pilot

For the launch of this bicycle lamp, first a pilot is needed. This pilot could be done in combination with the TU Delft. With the potential of 20.000 employees and students, I expect that at least 2.000 people take use of this service within the first year.

[COSTS]

Production and material

A HEMA bicycle lamp costs 3.90 and has a margin of at least 70%. The costs of two of those bicycle lamps are approximately 1.17 EUR. For the redesign less housing materials is needed and an induction charger + a permanent magnet is added. I estimate that this will not costs anymore together than 3 euro. If 2.000 people take use of this service, at least 2250 bicycle lamps need to be within the cycle. The production and materials costs of this is 6750 euro and this is a starting costs. I expect the bicycle lamps to be returned on average in 4 months. When every four months new bicycle lamps are put in the cycle (expected loss + the ones that did not pass the quality check), this would cost 1575 euro per four months. In the first year, to start up this project costs are 11475 euro for 2.000 people using it.

Vending machines

A vending machine would costs approximately 8.000 euro per machine. For the pilot at least 2 machines are needed (one at the TU Delft and one at the train station for example) – 16.000 euro. This is an investment that needs a return within 4 years.

costs

[INCOME]

Deposit

The deposit is an incentive for people to return the bicycle lamp. If this high enough, this will bring up the return rate of the bicycle lamps. If it is too high though, it will be a barrier for people to buy the bicycle lamp in the first place. At the moment I set it at 15 euro, but because this is not made for profit this could be lowered at all times. At least the fixed costs need to be covered with this. We expect an outflow of 10% per cycle which is relatively high. We use 30% of this outflow as a direct income per cycle. That is about 225 bicycle lamps per year when 2.000 people take use of this service. This provides us with 3375 euro income per year.

 

Charging fee

The charging fee should be significantly lower than the 4 euro bicycle lamp of HEMA and high enough to generate profit on. I decided to go for 2.50 euro per set of bicycle lamps, because it is low enough for people to not experience a barrier in returning it and will be enough to create an income flow. When the system is too dependent on the cash inflow of the deposits, this will not be a circular system – that would be a linear system. When money is generated from these loops, a circular system is founded. When 2.000 people charge their bicycle lamps every 4 months, this will 15.000 euro income per year.

 

business model

The total income per year (for 2.000 people) would be 18375 euro and to keep this system flowing every year an investment is needed of 4.725 if the vending machines are already paid. When the profit is actually generated (after the vending machines are paid) investments are needed to launch in a new town and to create a repair facility for the bicycle lamps. Because labour is too expensive for these low value bicycle lamps, an industrial approach is needed. Up till then the bicycle lamps for repair are stocked or directly recycled. When the launch in for example Amsterdam takes place, a lot of bicycle lamps are needed. If the investment in the industrial repairment takes place, these bicycle lamps can directly flow into the system of Amsterdam.

roadmap

 

Product Service System

Posted on Leave a commentPosted in Access model, Final Concept Design

Since within the Access model the user does not own the bicycle lamp anymore, the service design plays a big role in the value creation for the user.

 

Service system

First, the system needs some clarification. In every big town in the Netherlands, a bicycle repair shop is connected with the train station. The bicycle repair men will be responsible for the maintenance of the vending machine and the supply of bicycle lamps. When the user hands in a bicycle lamp, the lamp will be immediately charged through induction within the vending machine. After charging, a quality check takes place. The machine will turn the bicycle lamp on-red and on-white. If both illuminate enough light, the lamp goes back into the system to the next user. If the bicycle lamp does not pass this check, they will be held stock till the bicycle repair men comes along to fill up the machine again and take broken bicycle lamps with him to the shop. The broken bicycle lamps will be send back to the repair centre – a central location where the bicycle lamps will be disassembled and the quality will be checked on component level. Broken parts will be send to a recycling facilitation where the materials will be recovered if possible. Remanufactured and new products will be send to the bicycle repair men that supplies those to the vending machines.

service system

Touchpoints

There are two main touch points within the system with the user. The main touch point is the vending machine. The vending machine facilitates the purchase of the bicycle lamp, the replacements and the final return. This is supported by a smartphone application. This application locates the vending machines and can register the deposit receipt.

vending machine anatomy

 


Product

A brief overview of all the essential components are given below:

total

The housing consists of two separate parts that are attached together with six snap joints that need to be opened all at the same time in order to open the product. This enables the company to easily open this, but creates a barrier for the user to open it.

 

index

source: http://knowledge.ulprospector.com/1258/snapfit-4/

The two 3 Volt Lithium batteries will be charged through induction. There is a possibility, if the user owns their own induction charger that they are able to charge the bicycle lamp themselves. This is a hack in the system, because the company will generate profit out of charging the batteries. But since the power of this system is creating careless bicycle lighting for the user, it is more likely that they will hand in back in at the vending machine.

1407-00source: http://www.adafruit.com/products/1407

 

To enable a smooth flow of bicycle lamps within the vending machine, the bicycle lamp can be used as a red and white lamp. This way there are no 2 separate stocks within the machine. The bicycle lamps will be set by the user by turning the top. The top has a radial asymmetrical shape to make it easier for the machine to turn when checking the quality. The shape to do this has been inspired by the emulgel lit. This is designed in suck a way that it is easy for everybody to turn.

lights

 

voltaren-emulgel-116-60-gramsource: http://www.sportlavit.nl/winkel/farmacie-geneesmiddel-pijnstiller-paracetamol/2439-voltaren-emulgel-116-60-gram.html

Instead of an elastic band that is easy to break – and therefore cause the end of life of the product – a permanent magnet will be used to connect the bicycle lamp to the bicycle.

Neodymium-Disc-Magnet-with-Black-Epoxy

source: http://hhsmagnet.en.made-in-china.com/product/iBsnWCOjyQko/China-Neodymium-Disc-Magnet-with-Black-Epoxy.html

To make the system where the lamp is attached to the bicycle by the permanent magnet more reliable, it is important to have an as small and light bicycle lamp as possible. No extra housing is needed (as in the original design) to make the product bigger. It is possible to decrease the dimensions when we look at the system of a PCB+ 2x 3V batteries and a LED we have the following system:

2015-06-28 13.10.39 2015-06-28 13.11.04

 

The dimensions of the bicycle lamp would approximately look like this:

bicycle lamp rendering

 

 

 

 

 

 

 

 

Customer Journey

The Customer Journey describes the stages where the user could go through.

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