From valuing design to designing value

Doherty, Rohan, Wrigley, Cara, Matthews, Judy H., & Bucolo, Sam (2014) From valuing design to designing value. In Laakso, Miko & Ekman, Kalevi (Eds.) 10th International NORD Design Conference, Design Society, Espoo, Finland, pp. 600-609.

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Abstract

This paper presents findings of an embedded action research project within a small to medium sized enterprise (SME). Through the implementation of design-led innovation processes, this research aims to identify the changes experienced in the participating company during a shift in the perspective of design from a product focus towards a strategic focus. Staff interviews and a reflective journal were used as methods to collect data from a range of design interventions that were facilitated throughout the engagement. A shift in perspective of design was evident through three cultural changes within the firm. First, the perceived outcome focus of design became increasingly long-term. Second, the value of design outcomes became less directed towards current projects, and more directed towards future possibilities. Finally, the perceived tangibility of design outcomes shifted from tangible to intangible. For example, design activities which produced customer insights, rather than product features, became seen as beneficial to the firm. These three components are proposed as cultural stepping stones which describe how a company transitions from an exclusively product-focused perspective and utilisation of design towards design as a company based process. Implications of this research provide considerations for designers who are attempting to facilitate a similar transformation within a business in the future.

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ID Code: 74890
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Product Design, Design-led Innovation, Design as Strategy
ISBN: 978-1-904670-58-2
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Management
Copyright Owner: Copyright 2014 [please consult the author]
Deposited On: 12 Aug 2014 03:10
Last Modified: 09 Mar 2017 22:52

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