Service design case study
Haglöfs Restored is a second-hand clothing brand. They focus on retrieving their worn outdoor garments which are then repaired, reproofed, and repackaged before sending them back to the consumer market. Sustainability issues are at the core of their business model. Our team set out to discover additional ways for them to make a positive impact on planet Earth.
This case study was made during the Basics of Service Design course which is offered by Aalto Open University.
We conclude that Haglöfs Restored could greatly benefit from (1) cross-company collaboration with other outdoor brands, (2) improving packaging materials, and (3) adopting agile methods to their organization. To further explore the company's role in the circular economy, we propose a co-design workshop that focuses on taking action toward natural regeneration.
PROCESS & TOOLS USED
We set out to map Haglöfs's business model and its key activities, partnerships, users, resources, revenues, costs, and positive and negative impacts of those contexts. For this, we utilized Circulab's Circular Canvas.
Insights from Circular Canvas:
Haglöfs Restored is still promoting consumption by selling garments. There is a risk of greenwashing.
There is potential for improving materials used in transportation (ie. packaging materials).
It is unclear what happens to the clothing after 2nd lifecycle.
Potential for cross-company collaboration, and cross-industry innovation.
To explore the possibilities of how Haglöfs Restored can leverage its sustainable actions further, we used the Strategy Explorer Canvas, created by Dr. Stefan Pastuska. The tool visualizes several key frameworks that help in strategic thinking.
Our questions were: What possible future strategies Haglöfs Restored can provide? What are the options for long-lasting, innovative, and strategic services for the end-user, society, and the planet?
For this tool, we worked with the concept of cross-company collaboration with other outdoor brands.
Insights from Strategy Explorer:
Start collaborating with small Nordic brands, then upscale.
Adopt an agile plan to cope with constant change.
Courageously share knowledge or temporarily take charge of restoring items for partners who have limited experience.
Plan for a Co-design Workshop
After exploring Circular Canvas and Strategy Explorer, our assignment was to plan for a 2-hour virtual workshop. Our team decided to focus on nature and its regeneration and restoration, as it is mentioned as one of the top goals for Haglöfs. We reasoned that this particular goal is somewhat vague and therefore is in need of clarification. In addition, regenerating nature would be aligned with the company’s sustainability objectives, long-term strategy, and the goals of the circular economy.
Intended outcomes and deliverables for the workshop
The goal of this workshop is to bring together outside experts and in-house strategic thinkers from Haglöfs. Further, the goal is to ideate 3 tangible ideas (ie. solution sketches).
Agenda and flow of the workshop
5 minutes - general introduction
10 minutes - presenting the problem
10 minutes - warm-up exercise
10 minutes - 'Get inspired' exercise
10 minutes - Futurecasting exercise
20 minutes - Brainwriting for ideation
10 minutes - Solution sketching
15 minutes - Presenting ideas and voting
20 minutes - Value and effort prioritization
5 minutes - Wrap-up and final conclusions
Circularity Deck Workshop
The goal of this workshop was to use the Circularity Deck. More information coming soon.
MEET THE TEAM
Sofia Nissilä - Visual communication designer and IDBM student
Hanna Säll - Collaborative and Industrial Design Master’s student
Erica Nyholm - Landscape architect student and photographer
Want to know more about this project?
Contact Sofia Nissilä, email@example.com