Framing under power asymmetries: A cross-level examination of the early-stage product design process

Real-world design projects often involve designers and non-design professionals from the same or different organisations. Power asymmetries permeate such projects. However, prevailing design research implicitly assumes that framing—an essential practice that pervades the design process—unfolds within relatively equitable interpersonal negotiations. The dynamics in framing across the individual and collective levels under power asymmetric conditions remain largely underexplored. We conducted a cross-level analysis of 48 early-stage product design sessions, drawing on a field study conducted at a design consultancy. Our findings reveal how power asymmetries infiltrate and shape frame evolution, starting from individual proposals to eventual collective acceptance. This research extends framing theory in design research by reconceptualising framing as a power-laden, cross-level practice.