Abstract

Design is increasingly recognized as offering strategic value to business in driving innovation, and has assisted organizations in balancing the needs of several stakeholders while maintaining competitiveness. However, for organizations which are not design-oriented, realizing outcomes through design can present a complex challenge. This paper presents the findings of a two-year action research project, and contributes a method for building an appetite for design, developing an awareness of the value design can offer, and for taking action within organizational constraints. Outcomes include enhanced perception of design methods, a clearer understanding of stakeholders, and the contribution of a framework for integrating design in organizations yet unfamiliar with the value of design.

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