Designing with the End in Mind

Product Design

Visually Mag

December 5, 2024

Products today are more than just tools or conveniences; they are carefully crafted to drive continuous engagement and repeat purchases. Buy Now: The Shopping Conspiracy, a thought-provoking Netflix documentary, sheds light on the hidden tactics behind product design that encourage this endless cycle of consumption. It challenges viewers to question how much responsibility designers should take for the life cycle of their creations.

Should designers consider a product’s end-of-life from the start, or is that up to consumers and regulations to address later? In an age where sustainability is critical, the design community must reevaluate its role in shaping products that don’t just benefit businesses but also the planet.

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Selling More: The Drive to Maximize Profits

Former Adidas president Eric Liedtke notably stated, "Consumers will need constant motivation," which embodied a critical insight into how the industry drives customer behavior. He added, "There [are] definitely things that I participated in that I feel like I could've and should've done better," indicating a need for reflection in the design and marketing. Liedtke, Adidas' director of product strategy, communications, and digital operations, managed campaigns that changed consumer habits via storytelling and limited releases—key techniques for keeping consumers.

Brands leverage behavioral psychology and strategic design to create addictive purchasing patterns, turning casual shoppers into loyal repeat customers. While encouraging customers to purchase more is undoubtedly effective, the fundamental debate is whether designers should consider a product's end-of-life impact throughout the design process, or is that responsibility best left to consumers and regulatory organizations. Clear communication and ethical decision-making are critical not just for increasing sales, but also for ensuring that products contribute positively to sustainability. Without taking these considerations into account, the consumption cycle has the potential to undermine both the environment and consumer trust.

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Waste More: The Hidden Cost of Rapid Consumption

The term "planned obsolescence" is commonly linked with electronics, but it has a far broader application. Consider the fact that Nirav Patel, a former Apple employee, estimates that around 13 million phones are discarded each day. The cycle of designing products that eventually fail or become obsolete soon affects practically every industry, including fashion and home goods.

190,000 garments are produced each year

Designed obsolescence doesn't just contribute to unnecessary waste; it traps consumers in a cycle where they feel compelled to purchase more often, perpetuating a culture of consumption. Patel’s reflection on his time at Apple encapsulates the internal struggle faced by many in the industry: "The voices of, 'We're going to protect the business' went out over the little voice in your head saying, 'Should we really be doing this?'" This begs the question: as designers, should we be considering how our products will be used, reused, and ultimately disposed of? And how can we create products that don’t contribute to the harmful cycle of waste?

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Lie More, Hide More, Control More: Ethical Ambiguities in Design

While some companies are transparent about their products’ life cycles, others obscure the details. From misleading marketing to hidden costs, ethical issues can stem directly from design choices. Former Adidas Brand President urges, "Stop putting it on the consumer, stop making it our responsibility, it's yours." This sentiment underscores the power designers have in influencing not just the user experience but the product's environmental and ethical footprint.

Brands have changed the psyche of consumers

If designers were to prioritize transparency in their product design—clearly outlining durability, recyclability, and sustainable sourcing—consumers could make more informed choices. The truth is that products don't exist in a vacuum; they exist in a cycle of use, misuse, and disposal. By thinking about the full lifecycle from the start, designers can mitigate some of the negative consequences of fast-paced consumer culture.

Stop putting it on the consumer, stop making it our responsibility, it's yours.

Regulation vs. Responsibility: What Solutions Exist?

While regulations like France’s ban on plastic cup lids in favor of paper alternatives show progress, laws alone cannot transform the industry. The rise of plant-based shoes and other eco-friendly initiatives reflect the potential of companies to innovate beyond compliance. Yet, for real change, brands must commit to designing with sustainability as a core principle, not just a response to regulation.

An eco-friendly initiative: Adidas sneakers made from mushroom-based leather

This leads to another important question: Is the documentary an exaggeration or sensational? While the methods and insights presented might seem exaggerated to some, they highlight a crucial point that resonates with many industry professionals. It’s not just about sensational reporting but rather a wake-up call for companies to reflect on their practices and adapt.

Should companies that make consumer goods plan for the end-of-life phase? Some progress has been made, but companies need to address the responsibility of planning for a product’s end-of-life proactively. This shift calls for a fundamental change in how designers approach their work. Designing with an eye on sustainability and the end of a product’s life can lead to better outcomes for the environment and more trust from consumers. It’s not just a compliance issue; it’s an ethical one. Companies that commit to responsible practices could differentiate themselves in the marketplace as leaders in sustainable and innovative design.

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Designing for the Future, Not Just the Present

Designing for a product’s entire lifecycle can make a significant impact, not just on the environment but on the future of how we consume. The true measure of a product’s success may no longer be how quickly it flies off the shelves or how high its price point is, but how responsibly it was designed and what happens to it after its primary use.

A sustainable product lifecycle considers environmental impact from design to disposal, prioritizing renewable materials, ethical production, and recyclability to minimize waste and ecological harm.

As consumers become more aware of the hidden costs behind their purchases, the call for sustainable design becomes louder. The future belongs to products that don't just fulfill a purpose in the moment but continue to offer value long after. For designers, this means planning for the end of life from the beginning—an approach that not only serves the planet but also builds long-term brand loyalty and consumer trust.

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A Call to Action for Designers and Companies

The questions posed by the documentary and the ongoing discourse about product lifecycle management are crucial. Is the documentary an over-exaggeration or sensational? While it may push the boundaries of traditional reporting, it shines a light on the real and pressing need for change in the way products are designed and consumed. It’s not just a dramatic narrative—it’s an invitation to rethink industry norms and acknowledge the consequences of unsustainable practices.

Greenwashing: the art of deception where companies craft a false eco-friendly image through strategic design and marketing, manipulating consumers' environmental values while avoiding real sustainable practices.

Should companies that make consumer goods plan for the end of life? The answer is unequivocally yes. Waiting for consumers to bear the burden or for regulations to mandate change isn't enough. Designers and brands hold significant power to shape not only the immediate use but also the long-term impact of their products. Prioritizing sustainability from the outset is no longer just a competitive edge; it’s a necessity for long-term viability and trust.

Designing with a product’s entire lifecycle in mind could transform consumer culture and significantly reduce waste, fostering a future where products serve not just the present moment but contribute positively to a sustainable tomorrow. This shift will require courage, innovation, and a commitment to ethical responsibility—qualities that will ultimately redefine the success of both products and brands.

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