The document discusses challenges faced by designers in corporate environments. It includes quotes from design alumni expressing frustration that their skills and contributions are not fully understood or utilized. For example, one alumnus notes that companies are built for engineers, not designers, and designers are not always given challenging or meaningful work. Another says design thinking is overused for business purposes without understanding what designers can truly offer. The document advocates for organizations to develop more design-centric cultures where design plays a central, strategic role and designers have opportunities to lead and contribute creatively.

1. NOT
ANOTHER
BRICK IN
THE WALL
Examining creative fault-lines
Srishti Bajaj, 23rd August, 2019

2. Companies are built
for engineers not for
designers.
“ – Alumni, Product Design

3. ..they don’t understand
that design is beyond a
screen…
“ – Alumni, UX/UI Design

4. ….thinking about that I
should have been in a
place like an advertising
agency, that has to do
with more creativity.
“ – Alumni, Graphic Design

6. (Contingent Workforce Strategies 3.0, 2019)

7. (Contingent Workforce Strategies 3.0, 2019)

8. (Contingent Workforce Strategies 3.0, 2019)
Designer / Business

9. (Contingent Workforce Strategies 3.0, 2019)
Designer / Business
Creative Fault-Lines
Become Creative
Chasms

10. What needs to shift?
DESIGN
FOR
BUSINESS
IMPACT

11. What needs to shift?
DESIGN
FOR
BUSINESS
IMPACT
TEAMS
WORK
OUTPUT
ORGANISATIONCreative
Creative
Creative
Creative
DESIGN
CULTURE

13. Just hiring a
designer does not
make a design
savvy organisation

14. Just hiring a
designer does not
make a design
savvy organisation

15. Just hiring a
designer does not
make a design
savvy organisation
If you want to
attract and retain
good talent, design
needs to be at the
forefront.

16. Just hiring a
designer does not
make a design
savvy organisation
If you want to
attract and retain
good talent, design
needs to be at the
forefront.

17. Better
integration
of design ethos
into everyday
working of an
organisation
Just hiring a
designer does not
make a design
savvy organisation
If you want to
attract and retain
good talent, design
needs to be at the
forefront.

19. Insights

20. #13
Insights

22. Blocks

23. #03
Blocks

25. #01
> Splicing the design DNA
Creative
Musculature

26. Design
Rigour
#01Creative
Musculature

27. “Design is still not a priority, its not
in the DNA
… it is used as a gimmick
…they don’t understand what
we can do and we aren’t
taken seriously”
“design is a very small component of
the overall ecosystem”
“Design thinking is overused
especially for business side.”

28. DESIGN
IS AN
ITERATIVE
PROCESS
*Image Source : http://kkhosla.com/mystery-run

29. DESIGN
IS AN
ITERATIVE
PROCESS
*Image Source : http://kkhosla.com/mystery-run

30. *Source : M P Ranjan

31. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN

32. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN

33. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN
Creative
Level
Inventive
Innovative
Creative
breakthrough products
novel constructions
innovative processes
PATENT LED
DESIGN

34. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN
Creative
Level
Inventive
Innovative
Creative
breakthrough products
novel constructions
innovative processes
PATENT LED
DESIGN

35. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN
Creative
Level
Inventive
Innovative
Creative
breakthrough products
novel constructions
innovative processes
PATENT LED
DESIGN
Tactical
Level
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-
How
improves: quality cost,
performance finish,
colour ornament
SKILL + SENSE
LED DESIGN

36. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN
Creative
Level
Inventive
Innovative
Creative
breakthrough products
novel constructions
innovative processes
PATENT LED
DESIGN
Tactical
Level
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-
How
improves: quality cost,
performance finish,
colour ornament
SKILL + SENSE
LED DESIGN

37. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN
Creative
Level
Inventive
Innovative
Creative
breakthrough products
novel constructions
innovative processes
PATENT LED
DESIGN
Tactical
Level
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-
How
improves: quality cost,
performance finish,
colour ornament
SKILL + SENSE
LED DESIGN
Elaborative
Level
Variety & Style
Differentiation
Choice/Fashion
product differentiation
variety
style / collections
market segmentations
MARKET
LED DESIGN

38. *Source : M P Ranjan
Strategic
Level
Systems Thinking
Opportunity
Mapping
Strategic Initiatives
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
VISION
LED DESIGN
Creative
Level
Inventive
Innovative
Creative
breakthrough products
novel constructions
innovative processes
PATENT LED
DESIGN
Tactical
Level
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-
How
improves: quality cost,
performance finish,
colour ornament
SKILL + SENSE
LED DESIGN
Elaborative
Level
Variety & Style
Differentiation
Choice/Fashion
product differentiation
variety
style / collections
market segmentations
MARKET
LED DESIGN

39. Design
Tenacity
#01Creative
Musculature

40. “Creative freedom depends on team,
client and if the client is receptive”
“Need to have willingness to stand up to
clients who may not see the value of
design in the long term, and are only
conditioned to think in a particular
manner.”
“…don’t care about design, take any
client work they get, no filtering , agree
to all client whims and the studio
doesn’t have a say…”

41. Creative
Pride
#01Creative
Musculature

42. “Don’t see us as individuals”
“we haven’t wasted 4 years
of our lives.”
“If I have been given a responsibility, I
wouldn’t want to disappoint”
What ends up happening is that you do
a lot of research and insights but all of
this goes for a toss if developer says its
not feasible, even if its exactly what is
required”

43. Creative
Ownership
#01Creative
Musculature

44. “I was left on my own..
I completed this project from end
to end, a project that no one was
willing to do …
I took charge of development
and other things that weren’t my
deal, but it received a lot of
praise”
– Alumni, Communication Design

45. Design
Leadership
#01Creative
Musculature

47. “…leader was creative, he understood us,
then he left..the whole vibe of the design
studio crashed … made me realise.. the kind
of boss you are working for matters a lot -
soon after I made a choice to leave…”

48. “…leader was creative, he understood us,
then he left..the whole vibe of the design
studio crashed … made me realise.. the kind
of boss you are working for matters a lot -
soon after I made a choice to leave…”
“its luck right….

49. “…leader was creative, he understood us,
then he left..the whole vibe of the design
studio crashed … made me realise.. the kind
of boss you are working for matters a lot -
soon after I made a choice to leave…”
“its luck right….
what kind of manager you get..”

50. “…leader was creative, he understood us,
then he left..the whole vibe of the design
studio crashed … made me realise.. the kind
of boss you are working for matters a lot -
soon after I made a choice to leave…”
“its luck right….
what kind of manager you get..”
“design decision maker is very low on the
totem pole, sometimes they are not even
present during decision making … end up
creating something that’s uninspiring.

51. “…leader was creative, he understood us,
then he left..the whole vibe of the design
studio crashed … made me realise.. the kind
of boss you are working for matters a lot -
soon after I made a choice to leave…”
“its luck right….
what kind of manager you get..”
“design decision maker is very low on the
totem pole, sometimes they are not even
present during decision making … end up
creating something that’s uninspiring.
“…too many steps to get representation”

53. > fuelling creativity
#02 Immersively
Creative(e)ity

54. Routine ≠
Creative
Spark
#02Immersively
Creative(e)ity

56. “I understand that as organisations grow,
at large scale, routine does set in, you do
have big projects - so some way to break
the monotony will work”

57. “I understand that as organisations grow,
at large scale, routine does set in, you do
have big projects - so some way to break
the monotony will work”
“You can’t just do a 9-5 with a
designer…just bring in a bit more life..”

58. “I understand that as organisations grow,
at large scale, routine does set in, you do
have big projects - so some way to break
the monotony will work”
“You can’t just do a 9-5 with a
designer…just bring in a bit more life..”
“do not want routine, need more
creativity”

59. “I understand that as organisations grow,
at large scale, routine does set in, you do
have big projects - so some way to break
the monotony will work”
“You can’t just do a 9-5 with a
designer…just bring in a bit more life..”
“do not want routine, need more
creativity”
“…it is like any government stable
income, fixed timelines, entire life
planned out…

60. Design
Challenge
#02Immersively
Creative(e)ity

62. Can’t do brain dead jobs, if it’s only
about following instructions, you
don’t need a designer.”

63. Can’t do brain dead jobs, if it’s only
about following instructions, you
don’t need a designer.”
“Internal projects are very
redundant, nothing new to be done,
when I started, there was already a
library of things waiting for me…”

64. Can’t do brain dead jobs, if it’s only
about following instructions, you
don’t need a designer.”
“extremely boring repetitive
work - boring, not challenged.”
“Internal projects are very
redundant, nothing new to be done,
when I started, there was already a
library of things waiting for me…”

65. Can’t do brain dead jobs, if it’s only
about following instructions, you
don’t need a designer.”
“extremely boring repetitive
work - boring, not challenged.”
“Internal projects are very
redundant, nothing new to be done,
when I started, there was already a
library of things waiting for me…”
“not enough chances to
prove yourself”

66. Creative
Discourse
#02Immersively
Creative(e)ity

68. the one thing that I enjoyed
the most was talking to
clients..at a huge scale,
gave me confidence to
communicate”

69. the one thing that I enjoyed
the most was talking to
clients..at a huge scale,
gave me confidence to
communicate”
“..We had all the techs and
gadgets we could expect,
there were so many gadgets
we could tinker with…I was
exposed to so many things..

70. the one thing that I enjoyed
the most was talking to
clients..at a huge scale,
gave me confidence to
communicate”
“..We had all the techs and
gadgets we could expect,
there were so many gadgets
we could tinker with…I was
exposed to so many things..
“Impact I can create
is motivating”

71. the one thing that I enjoyed
the most was talking to
clients..at a huge scale,
gave me confidence to
communicate”
“ Got a global exposure,
learnt from non-designers,
helps you appreciate
thinking across geo
locations”
“..We had all the techs and
gadgets we could expect,
there were so many gadgets
we could tinker with…I was
exposed to so many things..
“Impact I can create
is motivating”

72. “not much scope for growth for
designers…”
“Design discourse is missing, I would
like to keep growing, keep learning,
going for conferences, having meet
ups at work to discuss design”
“ Would be good to hear things
beyond design…”

73. Design
Ecosystem
#02Immersively
Creative(e)ity

74. “The ___ office was an
artistic space, so that was
much more in tune with
us, so that helped”
“ I can’t think sitting in the same
place.…need informal environment,
chilled-out space, young vibe,
colourful, flat hierarchy”

76. Physical
Mental
Non-political

77. Hannah Somerville,
the archivist for the
Materials room library,
arranges textiles
swatches above a
museum-style display of
objects that designers
can peruse.
GOOGLE
Design Lab
California, US
Hardware design chief Ivy Ross (right)
and designer Leslie Greene compare
colors across Google product lines, from
Nest stands to Pixel phones, in the lab’s
Color room.
*Source : FASTCOMPANY
[Photo: Cody Pickens]

80. #03 Sense Making
> design ≠ thinking without constraints

81. Creatively
Complexity
#03Sense making
in design

82. “Can’t they just appreciate what we know?”
“..now I was seeing the side of the
developers, what they had to go through to
create something simple that I had made,
being empathetic to both
and finding a compromise.”

85. TECHNOLOGICAL
FUNCTIONAL
ECONOMIC
SPIRITUALAL
MATERIAL
CULTURAL
COST
CLIENT
INDUSTRIAL
LEGAL
SOCIAL
BUSINESSENVIRONMENTAL
GEOGRAPHICAL
POLITICAL
ETHICAL
EMOTIONAL
FUTUREPAST
TRENDS

86. System Design Approach > Silos Vs Whole
TECHNOLOGICAL
FUNCTIONAL
ECONOMIC
SPIRITUALAL
MATERIAL
CULTURAL
COST
CLIENT
INDUSTRIAL
LEGAL
SOCIAL
BUSINESSENVIRONMENTAL
GEOGRAPHICAL
POLITICAL
ETHICAL
EMOTIONAL
FUTUREPAST
TRENDS

88. Seeing connections that aren’t obvious, connecting disparate
elements, creating meaningful solutions as a whole.

89. Underlying Structure (status quo)
Individual Parts (autonomous)
Links & Loops (interdependencies)
Simultaneous Interaction (multi-users)
Non-Linear Pathways (cross-functional)
Cause & Effect (domino effect)
Sum total of parts (holistic solution)
{ {Designers are
trained to
manage
variables and
contradictions

90. Creative +
Analytical
+ Critical
#03Sense making
in design

92. OUT of
the BOx

93. OUT of
the BOx
is an anomaly

94. {{
REFLECTIVE
JUDGEMENT
Question
Separate
Organise
Interpret
Summarise
Hypothise
Compose
Judge Resources
Judge Logic
Judge Value & Worth
Generalise
*Source : IDEO
SELF REGULATION
Recognise Challenge
Assess Knowledge
Understand Ability
Focus
Perform
Progress
Identify Consequences
Revise
Cognitive Restructuring
Evaluate the process
Evaluate the product
IDEA GENERATION
Brainstorm
Conceptualise
Explore
Use analogies
Use metaphors
Examine ideas in new ways
Observe
Elaborate
Infer
Extrapolate
Make Remote Associations

95. Design
Disruption
#03Sense making
in design

96. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN

97. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN

98. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN
LOW
DISRUPTION

99. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN
LOW
DISRUPTION

100. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN
LOW
DISRUPTION

101. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN
LOW
DISRUPTION

102. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN
LOW
DISRUPTION

103. *Source : M P Ranjan
Strategic
Level
Creative
Level Tactical
Level
Elaborative
Level
Systems Thinking
Opportunity Mapping
Strategic Initiatives
Inventive
Innovative
Creative
Form
Colour
Detail
Technology
Finishes
Tools
Ornamentation
Practical Know-How
Variety & Style
Differentiation
Choice/Fashion
creates new industries
creates new markets
re-engineering
strategies
anticipatory
mass customisation
breakthrough products
novel constructions
innovative processes
improves: quality cost,
performance finish,
colour ornament
product differentiation
variety
style / collections
market segmentations
VISION
LED DESIGN
PATENT LED
DESIGN
SKILL + SENSE
LED DESIGN
MARKET
LED DESIGN
HIGH
DISRUPTION
LOW
DISRUPTION

104. QUANTUM
LEAP
INCREMENTAL
IMPROVEMENTS
“different but similar”
"Creativity involves breaking out of expected patterns
in order to look at things in a different way."
- Edward de Bono
HIGH DISRUPTION

105. Risking
Failure
#03Sense making
in design

106. “playing extremely safe…
way too safe..…”
“applying design parameters
cerated many years ago, world
is a very different place today,
new technology will need new
success parameters, we need to
keep track and update”
“..contextual understanding
is lacking ..…”

107. INNOVATION
INTENT
IMPLEMENT
INNOVATION
MAKING MONEY
CREATING VALUE
cheapest way
shortest route
reverse engineering
Time Consuming
Multiple Iterations
Unknown
Risk of Failure

108. INNOVATION
INTENT
IMPLEMENT
INNOVATION
MAKING MONEY
CREATING VALUE
cheapest way
shortest route
reverse engineering
Time Consuming
Multiple Iterations
Unknown
Risk of Failure

109. INNOVATION
INTENT
IMPLEMENT
INNOVATION
MAKING MONEY
CREATING VALUE
cheapest way
shortest route
reverse engineering
Time Consuming
Multiple Iterations
Unknown
Risk of Failure
Risk Averse

110. INNOVATION
INTENT
IMPLEMENT
INNOVATION
MAKING MONEY
CREATING VALUE
cheapest way
shortest route
reverse engineering
Time Consuming
Multiple Iterations
Unknown
Risk of Failure
Risk Averse

111. INNOVATION
INTENT
IMPLEMENT
INNOVATION
MAKING MONEY
CREATING VALUE
cheapest way
shortest route
reverse engineering
Time Consuming
Multiple Iterations
Unknown
Risk of Failure
Risk Averse
Risk Takers

112. INNOVATION
INTENT
IMPLEMENT
INNOVATION
MAKING MONEY
CREATING VALUE
cheapest way
shortest route
reverse engineering
Time Consuming
Multiple Iterations
Unknown
Risk of Failure
Risk Averse
Risk Takers
Interactive
Design Process
it is a
Calculated
Evaluated
Controlled Risk

113. #03Sense making
in design

114. #03Sense making
in design

117. THANK
YOU.

118. srishti.bajaj@pearlacademy.com
designbait@gmail.com
PERSONAL
WORK
THANK
YOU.