As next-generation technologies integrate more with services, processes, and experiences, the role of designers becomes integral and versatile. Designers reinvent the business value of design by enhancing physical, digital, and social usage, while ensuring environmental sustainability. A 2020 survey by the NRF and IBM found 57% of customers are willing to change their buying habits in favor of sustainable products. With customer preferences leaning toward sustainable designs, businesses are using it as the primary tool for value delivery. The unique perspective of the modern designer uncovers new challenges and orchestrates effective solutions, as they challenge conventions and champion systemic transformation.
Modern design requires this systemic mindset, where simply learning design tools will not suffice. The approach here is that the design should highlight problems and drive human-centric solutions, identifying improvement areas and bringing results-oriented changes.
Design researchers have become more collaborative to accommodate the larger systems they affect. The researcher should coach and coax human-centric insights from their collaborators, incorporating those into the overarching strategy. Further, partnering with data scientists, technologists, and/or other experts fosters a greater understanding of the space in which designers are working, allowing deep and professional insights. Development teams should effectively work with designers, influencing designs with their contributions. The designer ensures the team's human-centric focus throughout the phases of a project.Incorporating and realizing multiple views allow the designer a unique, comprehensive perspective of the design space, challenges, and potential solutions.
The inclusive designer can understand the challenges of the end user, incorporate the insights of the experts, and address the priorities of stakeholders to drive transformation by recognizing the needs and perspectives of everyone in the system.
For a global airline, Infosys brought the concept of “design as a disruptor.” The airline's design teams were encouraged to rethink all aspects of operations and offerings and reimagine the entire flight experience. The team worked with agents and flight crew, airport personnel, and technicians, ensuring each new solution contributed to an ideal air journey.
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