Sometimes I lose sight of why I am interested in design, experience design, new product development, customer insights, digital innovation- whatever it is I do. I despair (and rejoice) that there are no elders in this field and there is definitely a very poorly defined career path. Then every now and then one of these design institutions actually comes through. Listen to this Design Global Agenda Council Manifesto (ugh) written in Dubai (double ugh) for Davos (triple) via Bruce Nussbaum:
“ON DESIGN
Throughout history, design has been an agent of change. It helps us to understand the changes in the world around us, and to turn them to our advantage by translating them into things that can make our lives better. Now, at a time of crisis and unprecedented change in every area of our lives – economic, political, environmental, societal and in science and technology – design is more valuable than ever.
The crisis comes at a time when design has evolved. Once a tool of consumption chiefly involved in the production of objects and images, design is now also engaged with developing and building systems and
strategies, and in changing behaviour often in collaboration with different disciplines.
Design is being used to:
· Gain insight about people’s needs and desires
· Build strategic foresight to discover new opportunities
· Generate creative possibilities
· Invent, prototype and test novel solutions of value
· Deliver solutions into the world as innovations adopted at scale
In the current climate, the biggest challenges for design and also its greatest opportunities are:
· Well-being – Design can make an important contribution to the redefinition and delivery of social services by addressing acute problems such as ageing, youth crime, housing and health. Many
designers are striving to enable people all over the world to lead their lives with dignity, especially the deprived majority of the global population - “the other 90%” who have the greatest need of
design innovation.
· Sustainability – Designers can play a critical role in ensuring that products, systems and services
are developed, produced, shipped, sold and will eventually be disposed of in an ethically and environmentally responsible manner. Thereby meeting - and surpassing - consumers’ expectations.
· Learning – Design can help to rebuild the education system to ensure that it is fit for purpose in the
21st Century. Another challenge is to redefine or reorient the design education system at a time of unprecedented demand when thousands of new design schools are being built worldwide and design is increasingly being integrated into other curricula. Designers are also deploying their skill at communication and visualization to explain and interpret the overwhelming volume of extraordinary
complex information.
. Innovation – Designers are continuing to develop and deliver innovative new products at a turbulent time when consumer attitudes are changing dramatically thereby creating new and exciting
entrepreneurial opportunities in the current crisis. They are increasingly using their expertise to innovate in new areas such as the creation of new business models and adoption of a strategic and
systemic role in both the public and the private sector.”
