Our systemic design tools for the circular economy

In the traditional user-centric approach of service design, designers help businesses tailor products and services to the right users and customers, with the help of user personas.

In systemic design, on the other hand, we want to extend the concept of personas not only to the customer of the product or service but also to non-human actors of the product service system, such as nature, business and context.

The needs, desires and aspirations of nature, local context and business, become essential to define the chances of success of the product or service. Because as we humans live in a closed natural system, our Planet Earth, we inevitably affect it with every business intervention, using resources from the local context.