This paper seeks to discern and chart the recent flux in the territory of practice in the
consultant industrial design profession. External market conditions, such as globalisation
and the repercussions of immediate digital communications, are evolving to create new
ways and approaches to business, manufacture and consumption. These changes are
having great impact upon the design industry, and it is suggested that design is moving into
a new era of ascendency. Using a qualitative case study methodology, the research
uncovers a distinct shift towards ‘design leadership’ in the context of the new product
development (NPD) process for mature product categories. This flux is manifest in three
key areas – designer remit, an expansion in the designer’s skillset, and an increased
weighting in the importance of design interfaces. The notion of design leadership is
identified, defined and described. Finally, the research develops a model to assist
practicing designers navigate these changes.
DRS 2012 Bangkok
