Abstract
Design, particularly through the lens of design thinking, is increasingly recognised as a strategic driver of innovation, corporate strategy, and competitive advantage with non-traditional design contexts. This shift positions designers as facilitators of innovation and digitalisation within corporate strategy, rather than solely as problem-solvers or product designers. However, this transition raises concerns about a disconnect between tertiary design education and industry demands, as well as the potential atrophy of traditional design skills due to insufficient practice in professional settings. This research seeks to bridge the gap between academia and industry by offering insights into the role of emerging designers in non-traditional design contexts and the alignment of design education with current industry needs. The work presented here forms part of a larger investigation into the role of design expertise in multinational corporations, with a global automotive manufacturer. This study combines a five-month longitudinal autoethnographic investigation at a leading logistics and robotics company, with an eight-week ethnographic study of industrial design interns at a leading global automotive manufacturer. Findings reveal a strong demand for digital visualisation and 3D animation skillsets, while traditional skills like sketching, prototyping, and product development were scarcely utilised. Designers with broader generalist skill sets, often beyond the bounds of design, were perceived as more valuable due to their usefulness across diverse teams and projects. These findings enhance understanding of the evolving design profession and lay the groundwork for future research and discussions on tertiary design education.
Presenters
Alexandra SingletonStudent, Doctor of Philosophy, Queensland University of Technology (QUT), Queensland, Australia
Details
Presentation Type
Theme
KEYWORDS
Design Expertise, Design Thinking, Tertiary Education, Multinational Corporations, Visualisation
