Just as the world changes radically, so does design and the designer’s tasks change: if communication is completely fragmented, brands have to rethink their raison d’être and a product without built-in intelligence and an ecosystem becomes a worthless device – what then becomes of the classic fields of activity, like communication design, brand design and product design?


If designers want to play a more influential role in or for companies in the future, they should focus on what design can really do – making entrepreneurial thinking visible and tangible. As a consequence, designers need to move out of their comfort zone and go where design has more influence and is valued. And this is especially the case where design combines with strategic understanding and technological competence.

In this context, designers are able to tackle the challenges of the digital age through their way of thinking: Networking industries and living environments and developing meaningful applications and experiences that make life better and simpler and finally design the human-machine interface from a human perspective.

Combined with technological excellence and strategic thinking, the designer becomes a digital designer, user experience designer, interaction designer, service designer, information architect, design manager, data analyst, concept developer, strategist, prototyper, creative technologist and developer (as Scott Savarie described in his talk at the push conference 2016). He can truly think holistically and multidimensionally and link things.


Why are designers in a position to do this? In the first step, designers can rethink things on a white sheet of paper. Combined with strategic thinking and technological competence, they develop products and services for companies that have to reinvent themselves in the midst of digital transformation.

In the second step, designers can visualize these inventions and thus make entrepreneurial thinking visible to all participants – within corporate structures and decision-maker hierarchies, but also outside, i.e. to investors, partners and the public.

Especially when things are abstract or do not yet exist, they make them imaginable and tangible. Prototyping and a doer mentality are required during the development process. And “doing” has always been closely linked to the profession of designer: Throwing sketches on paper, building dummies and models, but also programming high-fidelity prototypes with new, fast tools such as Framer or Sketch Sketch.