Reality of embedding design

In my role as an Industrial Design Lecturer, I enable Design graduates to build the requisite skills, knowledge and competencies to start them on their professional Design journey. In recent years, graduates have been returning confused and frustrated within their new creative roles. They want to function as designers, use their skills and prove their value to employers. Through discussion a key theme has emerged. ‘Design’ or ‘Design Thinking’ are now the new buzz words in commercial circles. With effective embedding of Design, success is being noticed. It is now the must-have for all companies. As a consequence, commercial sectors not traditionally adopters of Design, are beginning to employ Design graduates. Once employed, designers are often not utilised effectively for impact. This can lead to confusion and frustration for Design graduates and employers. Below are four observations of why this disconnect is a reality.