Environmental issues involved by emerging markets and rapid development of goods' consumption require a new model to design product more sustainable. While traditional eco-design methods (LCA, Checklists , Guidelines, DfX tools…) are generally limited in local optimization of product or macro-rules for environmental strategy, this article presents an eco-innovative method consisting in: identifying three lists of potential Use-cycles Scenarios (pUS) (SADT activity A2), three lists of potential Products Architectures (pPA) (A3) and three lists of potential Reverse-supply-chain Structures (pRS) (A4), associating pUS, pPA and pRS to form viable concepts of product evaluating these concepts by the way of a multi-criteria approach: environmentally friendly, economically viable for companies and attractive for users and stakeholders. The purpose is to help the design team to develop various levels of change from existing product concept (Use cycles + Product + RSC): optimized, improved and innovative. Every concept is established by separating at first Architectures produced and structure RSC. In the first time information necessary for the project is collected (current products, current RSC and current usage). An identification of the new usage provides on one hand the Product design stage and on the other hand the RSC structure construction stage. The best Architectures and structures are finally associated then assessed environmentally, economically as well as the attractiveness of the customers and the actors of the system in order to select the most successful concepts.