Redesigning Value: How Designers and Managers Can Work Together for a Better World

Designers and managers both seek to redesign value in ways that serve both societal and business goals. However, they often struggle to work together. In interviews with designers and managers, we observed hidden assumptions and entrenched practices that inhibit collaboration. We identified six double binds, conflicting demands or expectations, in which design is simultaneously supported and obstructed in organizations. Many designers, however, have found ways of addressing these double binds within their own organizations. These cases lead us to five design principles for redesigning value for a better world: start with relationships, design materials and mindsets, collectively confront assumptions, seize the critical moment, and show design leadership.