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Systems Thinkinga dierent approach or designing our world
Projects portolio
2008 - 2009 - 2010
Design workshop 8th semester
Tecnologico de Monterrey campus Queretaro
by Victor G. Martinez
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Introduction
Since long we have seen dozens o ideas emerge on how to design: methodologies, concepts, ways
o thinking, strange names, and techniques rom other proessions. Many times we jump into the ashion
wave and never question ourselves about the true benet to designers, customers, users and the impactthat will have on the planet, social, economical and environmentally speaking.
I read many articles about it but there was none that really let me something with deep meaning,
neither ound relie to my worries about what I thought design is supposed to be. I will explain my sel
better: ater years o pursuing my lies dream I reached the point I desired so much: I was in Italy designing
cars along with my heroes I had seen many times in magazines while studying in college. But once there, I
realized the true meaning o that dream regarding innovation, sustainability and the search o meaningulchange.
It was then when I started to read dierent things. I got away (partially) o car design and ocused
on academic and research lie; or a ew years now I have had an interesting approach to science rom
industrial design.
I started to understand what industrial design has actually been; we sale the idea o innovation,
ormal, unctional and ergonomics improvement, lower production costs, etc., but the main objective, notalways openly declared, has always been selling more products, make people buy, and when they get tired
o buying make them buy more. I dont want to say with this that hasnt had any important contribution,
but there is something in the roots that I personally dont like and is coming not only rom design, it is a
matter o structure o Western consumerist society that each time inects aster and more virulently the
entire world, and we have realized that cannot be sustained or much longer.
In my innocent approach to science I ound the concept o systems thinking, I dont consider myselan expert, but slowly I started to experiment in my classroom with dierent concepts and tools and started
giving a completely dierent approach to the task o designing our world. This document is just a glimpse
o the best projects done in the last three years working with systems thinking in design.
I you are interested in knowing the process we ollow or want to know more about any o the
projects dont hesitate to contact me.
Victor G. M.
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2008
problem named:
Solid waste recovering
we found:
over designed equipment, lack o strategy, lack o worker benets, missed business opportunities.
the solution was:
redesign o apropiate equipment, integral strategy, new business development.
team:
Ana Soa Reyes-Retana, Miguel Franco, Jose Gordillo, Azucena Muoz, Maria Madgalena Gonzalez, Manuel Amaro, Sandra
Portillo, Michaela Stachova, Salvador Guerrero, Juan Herrera, Daniel Gayosso, Alejandra de la Cerda, Pedro Diaz, Diego Stehle,
Gabriela Morales, Jessica Zepeda, Tania Muoz, Fabiola Lezama, Ricardo Suarez, Salvador Soto, Benjamn Valencia.
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2008
problem named:
Political campains advertisment
we found:
disproportionate amount o publicresources, huge amount o waste,
visual contamination, corruption.
the solution was:
sustainable business model design,
order in amount, type and position
o advertisments (regulations), use
o inraestructure in non campain
periods, reuse and recycling o admaterial.
team:
Veronica Gonzalez
Teresita Suarez
Leonardo Romero
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2008
problem named:
Waste in packaging lling
we found:
huge amounts o expanded poly-styrene packaging llings ending in
landll due to lack o business plan-
ning and strategy.
the solution was:
Pop bugs: a system o cardboard
packaging lling and a closed system
business where recovering and
recycling is part o the service andincome.
team:
Tania Favela
Soa Gutierrez
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2008
problem named:
Sustainable certication or industry and products
we found:
Hundreds o certications or dierent things, lack o an integral and easy to understand logic or customers.
the solution was:
design o certication tests, seal, strategy or an integral certication o products and industries as well as public awareness.
team:
Laura Segarra, Adriana Garcia, Tanyha Lopez
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2009
problem named:
Human body waste
we found:
In many cities o the world the human ecal and urinary waste are not properly treated, in Queretaro 86% o sewage watersgoes to rivers and oceans, impossibility to change inrastructure, business opportunity unexploited.
the solution was:
Desbio is a company that recolects human ecal waste and process it to create methane and with it electricity, entire business
model and necessary equipment to perorm the task cleany and saety.
team:
Diana Hurtado, Bethsabe Cardiel
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2009
problem named:
junkood packaging waste
we found:
huge amunts o bi-polypropylene ending in landlls, material waste, high pollution and business opportunity unexploited.
the solution was:
ecolution, a company dedicated to recolect the material and recycling it, creating new products under the Product-Service-
System scheme.
team:
Laura Segarra, Adriana Garcia, Tanyha Lopez
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2009
problem named:
global awareness on current global trends
we found:
lack o awareness on people about global situation, lack o correlation between people, industry and government in order toreach a sustainable uture.
the solution was:
the Preventive Design Institute is an organization which will perorm a constant monitoring o the current economical, social
and environmental models in order to avoid that the current solutions become the problems o the uture.
team:
Miguel Montiel, Daniela Gonzalez, Arturo Vaca
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2009
problem named:
No education opportunities or the visually impaired
we found:
lack o trained proessors, lack o schools with apropiated inrastructure, social rejection, no economic activity integration.
the solution was:
tifograma, a center or academic development, pedagogic guidance rom primary school to university, proessors training
courses, psicological support and social-cultural activities.
team:
Carolina Bueno, Rosaura Aguilar, Dan Hernandez
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2009
problem named:
economical problems in the social security system
we found:
service saturation, lack o motivation on personel, lack o economic power, bad public image, lack o uture strategy andbusiness opportunity unexploited.
the solution was:
VITE is a dependency o IMSS which administrates the ranchises Chimalli or elderly care and Proactive health prevention
through prehispanic techinques.
team:
Flor Villegas, Dabir Gayosso, Elizabeth Sanchez
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2010
problem named:
child obesity
we found:
severe obessity problems in Mexcian children, lack o comitment by junk ood industry and government, mass media manipu-lation, social pressure, severe economic problems in the uture or the social security system.
the solution was:
a series o strategies directed to amilies, schools, mass-media and changes in regulations, all orchestrated to create a preven-
tive systems instead o a reaction system.
team:
Marisa Bracamontes, Alejandro Suarez, Ernesto Hernandez
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2010
problem named:
water shortages
we found:
Lack o knowledge o water cycles, bad habits, corruption and lack o strategy or the uture and business opportunity unex-ploited.
the solution was:
proyecto eco, a company ocused on developing, comercializing and ollowing projects, products and services or a rational
water consumption.
team:
Alejandra Cervantes, Claudia Mendez, Alberto Solis
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2010
problem named:
excess o energy consumption
we found:
lack o real awareness in people abouttheir energy consumption, lack o
alternatives or co-generation and uture
renewable sources o energy.
the solution was:
redesign the communication system
so people can really understand their
consumption habits, a change in
regulations to open the co-generationstrategy, create a easable plan or
having in a near uture 100% o energy
produced by sustainable sources,
team:
Karime Kanchi, Arlette Lomeli, Juan
Pablo Martinez
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2010
problem named:
ood waste
we found:
in some cases up to 50% o the oodproduced is somehow wasted or dis-
carded, lack o kownledge in people
about nature, seasons and ruit and
vegetable production, and business
opportunity unexploited.
the solution was:
a mass-media communication program
to emphasize the right ruit and veg-etable consumption according to the
seasons, new business or dierent quali-
ties o vegetables and ruits.
team:
Juan Pablo Alanis, Eleonora Morales,
Antonio Martinez
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2010
problem named:
promotion and idealization o individualism
we found:
a current development in industry, consumption and mass-media promoting individualism, lack o social cohesion, lost in thepotential or progress.
the solution was:
a strategy aimed to all stakeholders to change in a 25 year period its ocus on social cooperation.
team:
Karen Ocampo, Ricardo Vega.
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2010
problem named:
overdesigned and misused packaging
we found:
a lack o coherence bewteen capabilities and needs, strong brand perception in customers, business oportunities notattended, severe pollution and waste o recyclable material.
the solution was:
creating a more coherent packaging solution, recovering and recycling system, reduction o costs.
team:
Anel Reyes, Tomas Rodriguez, Sebastian Bayon.
2010
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2010
problem named:
unair agricultural trade system
we found:
producers are paid extremely low or the
hardest part o the job, many intermediar-
ies without adding any value and increase
nal cost, consumers misinormed about
the comercial chain and the impact o
their decisions.
the solution was:
terra viva, a company dedicated to
promote air trade nding new busi-ness oportunities in the comercial chain.
Terra mia new business opportunities or
producers giving a bigger added value to
their products.
team:
Lorena Suarez, Isela Ramos, Juan Monroy
2010
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2010
problem named:
overexploited water system
we found:
in Queretaro 85% o the water is used in arms surronding the city, most o them produce alala or cow ood.
the solution was:
changing the cows diet.
team:
Soa Orvaanos, Andres Fellowes, Cinthya Leon
2010
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2010
problem named:
basic education in Mexico
we found:
excessive bureaucracy, corruption, lack o quality and contents.
the solution was:
reordering education system, synchronizing activities, eliminating unused stakeholders and integrating systems thinking in
children education.
team:
Alejandro Berger, Fernando Morelos, Diana Amaya, Roberto Hurtado
2010
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2010
problem named:
lack o opportunities or youngsters in Mexico
we found:
lack o social cohesion, in some cases the only attractive uture is narcotrac or crime, lack o cultural and educational struc-
ture.
the solution was:
escala mx, a non prot organization dedicated to nd talent in our youngsters, a system o cooperation and integration.
team:
Monica Martin, Cesar Neria, Oscar Melchor
2010
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2010
problem named:
lack o inrastructure in rural Mexico
we found:
proound delay in the construction o basic inrastructure, corruption in government aid, lack o social cohesion.
the solution was:
por mi campo is a public organization that promotes the purchase o products rom companies who donate to build better
inraestructure in rural communities
team:
Varenka de la Vega, Alejandra Enzstiga, Eduardo Cordova
2010
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2010
problem named:
amily planning
we found:
very little inormation about the issue and aimed mainly to women, lack o integral view.
the solution was:
developing the concept o lie project, a government agency dedicated to support young people and ollowing them across
their lives, this is done by a strategy called community guide and a strategy o loans or entrepreneurship.
team:
Albany Gomez, Stephanie Bernal, Servando Lopez
2010
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2010
problem named:
social security health system saturation
we found:
most people wait to go to a doctor until they are really sick, many o them could be cured or diseases could be prevented at
home with simple treatment.
the solution was:
Saluden tus manos is a government program that centres in health prevention by the use o phytotherapy and an advertising
campaign, rescuing the ancient healers and preventing diseases..
team:
Gabriel Tejeda, Sergio Rosas, Esteania Larracoechea
2010
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2010
problem named:
extreme peasant poverty
we found:
unair trade, corruption in government aid, lack o inormation to customers.
the solution was:
ser campo is an organization in charge o regulating and providing awards to products and companies who benet the armers.
team:
Diana Cabrera, Aldo Aguilar, Mauricio Aguilar
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