1. Herbert Simon’s definition of design¹ as “to devise courses of action aimed at changing existing situations into preferred ones” means a lot of design must be done by non-professional designers.
2. Gorb and Dumas’s idea of Silent Design² gives this a label.
3. More Silent Design gets done in organisations than professional design.
4. Professional designers are already pretty good, but non-designers doing silent design are probably doing it not very well³.
5. Organisations that are good at design make more⁴ money⁵
6. There’s huge opportunity to improve the baseline understand of user-centred design methodology in organisations.
7. But very little focus on it.
8. Improving the quality of Silent Design is key for allowing organisations to achieve their full potential.

References

1. https://design.cmu.edu/content/herbert-simon-design-devise-courses-action-aimed-changing-existi
2. https://www.sciencedirect.com/science/article/abs/pii/0142694X87900378
3. https://servdes.org/wp/wp-content/uploads/2014/06/Junginger-S.pdf
4. https://www.designcouncil.org.uk/fileadmin/uploads/dc/Documents/TheValueOfDesignFactfinder_Design_Council.pdf
5. https://www.mckinsey.com/capabilities/mckinsey-design/our-insights/the-business-value-of-design