Janhavi Singh | Project

Decoding Design's Role in Driving Innovation
in Organizations

At the forefront of innovation, how can Design address pressing challenges and guide organizations towards a more impactful future?

Partner/ Funder: Salesforce

Design Capabilities: Design Research
My Role: Lead Researcher
Topics: Education

THE PROJECT

In today's dynamic landscape, design plays a crucial, yet underutilized, role in driving organizational innovation. Recognizing this, the Institute of Design, in collaboration with Salesforce, embarked on a project to investigate the current state of design within US corporations. Through interviews with 29 design leaders and evangelists, the study aimed to identify the challenges obstructing design's full potential and envision its trajectory over the next five years.

THE OUTCOME

The research yielded three distinct pillars for design success within organizations, providing actionable pathways for businesses to unlock the true potential of design and fuel strategic innovation: clarifying design's value, supporting evolving design skills, and strengthening pathways into design.

Taking this impact further, I along with a fellow student embarked on a 6 week collaboration with a writer from the Institute of Design. Together, we transformed the research findings into a comprehensive narrative, published by the university in April 2024.

PROCESS

Conducting interviews and analyzing scripts

Designing Interview Protocols
Rigorous protocols were developed to guide in-depth 50 min discussions with design managers, directors, chief design officers in organizations like IDEO, Microsoft, Capital One, Google, IBM.

Grounded Theory Analysis

Utilizing grounded theory, the team analyzed interview data, identifying recurring themes and patterns. This process allowed us to move beyond individual anecdotes and uncover deeper, actional truths about design’s role in organizations.

Training Landscape Mapping

Recognizing the importance of fostering design expertise within organizations, we embarked on mapping the current training landscape. This comprehensive analysis identified strengths, weaknesses, and gaps in existing training programs.

SYNTHESIS

This research project explored key themes surrounding design's multifaceted role within organizations. Three distinct maturity levels were identified - Execution, Execution & Strategy, and Strategy - highlighting the potential for design to evolve beyond tactical tasks and drive strategic vision.

Challenges surrounding diverse entry points, articulating design's value, and bridging the perception gap were identified, alongside opportunities for fostering inclusivity, developing metrics, and building a shared design language.

OUTCOME
A report published by the Institute of Design

To ensure our research findings reached key stakeholders and sparked actionable change, we went beyond internal analysis. We facilitated an in-person workshop for senior designers at leading corporations, directly presenting our discoveries and fostering vital dialogue. This engagement fostered a deeper understanding of our findings and their potential applications.