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Design Capabilities for Value Creation

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Marzia MORTATI, Beatrice VILLARI and Stefano MAFFEI


Design is undergoing a moment of disruptive change/transformation: skills,
education, and its link with innovation are evolving as fast as is the context of
the socio-economical crisis. One of the fundamental issues to discuss and
reflect upon to meaningfully direct the transformation at hand is the
connection and role of design within the future of innovation. Reflecting on
this, the paper looks at the capabilities of design to explore the role of design
innovation in business and society (for example, production, distribution,
public services, etc.). It proposes a discussion that could potentially contribute
to provide wider evidences on the impact of design for growth and prosperity,
arguing for a design thinking mindset, and design leadership stronger sector.
Moreover, the paper proposes a model based on business narratives emerged
through qualitative research that could help orienteer a wiser and wider
development of design policies. The main question that the paper addresses
is: which capabilities matter to give design the chance to contribute
meaningfully to the innovation path, and to reinforce the key players in the
socio-economical system (e.g. governments, intermediaries, businesses,
universities, policymakers, and people)? Finally, the paper proposes a
narrative on how design capabilities are manifested, evaluated, and
supported for addressing innovation effectively.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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