Reversing the Design-Marketing Hierarchy: Mapping New Roles and Responsibilities in ‘Designer-Led’ New Product Development

Abstract

This article seeks to discern and chart recent flux in the territory of practice of the design profession. Whereas in the past the voice of marketing was paramount in the new product development (NPD) process, today the designer’s role is evolving. New approaches to business, manufacture, and consumption are propagating an ascendancy of design and the design profession. The extended role, remit, and responsibilities of designers are here examined. Using a qualitative case study methodology in the context of NPD, the research uncovers a distinct shift towards ‘designer-led’ NPD. The transition is manifest in three key areas: (1) design involvement spanning the NPD cycle; (2) an increased breadth and complexity of design problems; (3) new value in managing the people dimension of the process. These changes are expanding the dimensions of the designer’s remit. In this paper the notion of ‘designer-led’ NPD is identified, defined, and described. A model is developed to assist designers navigating the paradoxes of this new era. Finally, methods to enable design professionals to reconcile conflicting design–business demands are suggested.

Keywords:

• Design profession
• designer leadership
• design management
• design–marketing interface
• new product development

Acknowledgement

This research was conducted at Dublin Institute of Technology, Aungier Street, Dublin 2, Ireland.

Notes

1. The number refers to the interview coding. The quotations in this paper are drawn from the broader framework of analysis, and are illustrative of the themes presented. In-depth analysis is available for interested readers; see Maciver (2011: 224–238).

2. Such technological advancement is in progress. For example, the current European COnCEPT project (Collaborative Creative Design Platform) seeks to develop and build a platform to empower designers and facilitate collaboration across the design process.