Navigating the Evolution of Design Research

I am a seasoned veteran with 20 years in the Design Research industry. As a Behavioral Science Empath immersed in the world of designers, I have enjoyed living in and observing the evolution of our dynamic field throughout my career.

Today, we find ourselves in a slump. Understanding why requires us to revisit where we’ve been.

(For those who are new to this world of design research, we’ve included definitions throughout with links for further reading as key tools/methods are discussed.) 

2004 - 2008: EMPATHIZE

In hindsight, these were the glory days of emotional research. We engaged in co-designing and leveraged all senses to understand human behavior intimately. However, we also faced the challenge of explaining the essence of Design Research and educating designers on concepts like "Ethnography".

Ethnography: 
Ethnography is a qualitative method for collecting data often used in the social and behavioral sciences. Data are collected through observations and interviews, which are then used to draw conclusions about how societies and individuals function.

2009 - 2013: ITERATE

With the economic downturn, seasoned researchers were replaced by a new wave of young talent flooding corporate hallways. User Experience (UX) became an integral part of job descriptions, even for individuals with business backgrounds. Iterative design and Agile methodologies reshaped the landscape, empowering designers once again to delve into research.

User Experience
User Experience focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations. It also takes into account the business goals and objectives of the group managing the project.

Iterative Design
Iterative design refers to the recurring process of creating and enhancing a product’s design. But a key element of iterative design is that it requires the testing of each design iteration as soon as you’ve completed it.

Agile Methodologies
The Agile methodology is a project management approach that involves breaking the project into phases and emphasizes continuous collaboration and improvement. Teams follow a cycle of planning, executing, and evaluating.

2014 - 2018: INNOVATE

The endorsement by publications like the Harvard Business Review propelled us into an era of innovation. Design schools birthed alternative degrees, boot camps, and webinar certifications, nurturing a fresh breed of UX professionals referred to as Design Thinkers. The emergence of new C-suite roles further validated our presence, marking a resurgence in the industry.

Design Thinking
While design thinking is an ideology based on designers’ workflows for mapping out stages of design, its purpose is to provide all professionals with a standardized innovation process to develop creative solutions to problems—design-related or not.

D-School
Stanford’s d.school, which offered alternative design degrees and coursework, gained huge momentum. The ripple effect of it’s popularity encouraged design thinking’s entry into the conversation.

2019 - 2024: PROVE IT

Amidst virtual connections and the shift to remote work, productivity, efficiency, and timeliness became paramount. As we adapted to the digital realm, our clients embraced our virtual teams but also faced challenges in retaining them. Once again, the value of UX came under scrutiny, prompting us to reaffirm our worth and redefine our role.

UX Angst

Jakob Nielson writes that bad news for UX in 2023 is only a sign of the vital growth the industry will have to endure. He encourages us to ignore in-the-moment angst, and “stop and pat the horse” and “everything will work out” (according to the national saying of his home country Denmark.)

Embracing Change

As we reflect on this journey, it's crucial to remind ourselves that these shifts are not happening to us but for us. Each era has presented its unique challenges and opportunities, pushing us to evolve and adapt. While the destination may vary, our commitment to growth remains unwavering.

In the dynamic landscape of Design Research, adaptation is key. From empathizing with users to iterating on designs, innovating solutions, and proving our value, each phase has shaped us into resilient professionals. As we navigate the uncertain terrain ahead, let's continue to remind ourselves and each other that change is not a hindrance but a catalyst for growth. 

Together, we'll continue to thrive, embracing the journey with open minds and resilient spirits.

Leah McDougald 

Researcher/Founder
McDougald Research