Design Worldviews

Three Views of Design

D1 - Customer experience
D2 - The processes and systems that enable the consistent delivery of the experience
D3 - The underpinning philosophy, policy or ideology of the service

Students of the DIEC will learn how to use the insights derived from a D3 view on real and relevant experiences and projects to get better outcomes from D2 and D1 designs.

This model, developed in the North East, is one core component of the DIEC’s support for the redesign of design. It is a model which shows how design thinking, method and process can be used in the design of policies as well as of systems and processes. Originally conceived to “implicate the broader context in the design process”, it is also a model that enables a more holistic and extended view of design needs and the way to approach them.

A distinctive characteristic of the DIEC will be that it will create the right conditions to enable the identification of D2 problems and to allow projects to operate at this level of decision-making.

It is also hoped that the DIEC’s success will promote a shift to D3 thinking, so that this approach will become increasingly permissible for designers. Although the most powerful and effective designs do and always have begun at the D3 level, the clients, commissioners, and customers or users of designs seldom give permission to the design team to operate at other than the D1 level.