What does it take to design into future context?
Sonja Schiefer: “We create holistic experiences for people and in order to do this right, we have to ask why? and understand our world. How will our environment change and effectively shift human behavior? What trends will converge for unexpected outcomes? Seeing the now, as well as imagining the tomorrow means picking up the right signals and how the transformations in ecology, economy and society will impact people's expectations and needs. It takes continuous observation, research and forecasting, paired with imagination and a solid dose of courage to make decisions which can never be based on 100% certainty. We can with somewhat historical evidence understand the past, but the future just doesn’t have the data points for us to make certain connections.
At Designworks, we have the ability to develop a "probable future” involving stakeholders through simulation and using this as the basis for an optimistic design vision to move forward with. Through risk assessment, identifying unmet needs and gaps and aligning stakeholders behind a vision we help overcoming past obstacles and offer the space needed to grow. Excitement and passion for positive change are the foundation of designing for future context and building a team culture ready to embrace an optimistic mind-set for a better tomorrow.
Martina Starke: “Societies are in a constant process of change. Trends are changing too but some of them are relevant for a longer time like: Connectivity, Sustainability, Individualization, Health, New Work, Mobility. Design is able to see and to analyze this development and integrate all the different observations into the solutions it creates. Designers are used to work with complexity and changes and can visualize new visions and directions.”
Why is the role of creative consultants becoming more and more important?
Laura Robin: “At Designworks we have a practice called Creative Consulting, which focuses on the processes of creative transformation. We consult organizations looking to enable breakthrough change through design. Creative transformation is built upon a foundation of shared understandings within our partners’ organizations. This typically involves identifying brand truths – who are we, really, and what do we offer to our customers? It also involves creating alignment between the many facets of design expression (be they product, marketing, merchandising or advertising), unified by a single creative “north star.” It comes as no surprise that the speed of production and the global nature of business makes cohesion a challenge.
The pandemic has thrown more complexity into the mix. Companies have had to take on nearly-instant, wholesale change in reaching and interacting with customers. Add to this a time where customers are increasingly looking to brands to take a sociopolitical stand. We are finding that organizations who navigate this change with intention, transparency and truth-seeking are the ones that fare best, both internally and in their customers eyes. And Creative Consulting can play a major role here, moderating the difficult and necessary creation of “one-voice” and aligned aspirations – true creative transformation.”
Has the pandemic changed how you imagine the future of mobility will look like?
Laura Robin: “Absolutely. There are mindset shifts that have happened as a result of “work from home.” Rather than looking at our cars as “the things that take us to work” or “the things that take us on a weekend road trip,” we now look to our cars for escape, for privacy, for security with our loved ones. Often our cars can provide these experiences, where no other environment can. These are more valueladen experiences, and we must anticipate these new relationships when we design.”