Recently, I became a licensed facilitator for DOGA’s Design-Driven Innovation course. This experience gave me a powerful framework for strengthening both the value and reputation of design. More than that, it provided a structured process to guide organisations through meaningful innovation.

As designers, we constantly advocate for the value of design—but do businesses, the public sector, consultants, engineers, and leaders truly grasp what we bring to the table? Too often, the answer is no. The challenge isn’t just external; many of us struggle to articulate our own contributions in a compelling way.

If asked about my job, I might say: “I map and design services, create service blueprints, and conduct user research to improve customer experiences.” But does that really capture my impact? Not quite. A more compelling way to put it is: “I help businesses understand their challenges and design solutions that drive growth and efficiency.” 

When businesses grasp this, they involve designers earlier, unlocking greater innovation, reducing costly mistakes, and increasing long-term value. The goal is simple – companies should say, “We’re not entirely sure what the solution is, but we know we need a designer to find out.”

How to explain what a designer does – and why it matters

If your organisation is tackling complex challenges or launching an innovation initiative, you might be needing the help of a designer. DOGA’s Deep Dive Course in Design-Driven Innovation, facilitated by me or my talented colleagues, offers a structured, hands-on approach to solving real-world problems through co-creation. 

The course compiles well-known design methods into a structured framework to create real business value. It consists of six modules and includes two fieldwork sessions. Together, you will learn how to conduct user interviews, interpret and define insights, generate a multitude of ideas, and develop and test concepts. At its core is the Value Model, addressing three crucial aspects: business value, user value, and societal value. The fourth dimension—the opportunity space—helps businesses identify untapped resources to drive innovation.

Empower your organisation with co-creation and DOGA’s Deep Dive Course in Design-Driven Innovation

 DOGA’s Deep Dive Course in Design-Driven Innovation offers a structured, hands-on approach to solving real-world problems through co-creation. 

Practical Application – Participants bring a real challenge from their organisation and work on solving it collaboratively.

Comprehensive Training – Learn to conduct user-driven research, engage stakeholders, and apply participatory methods to refine solutions.

Strategic Implementation – Walk away with a tested, co-created solution and a clear roadmap for scaling and implementation within your organisation.

Design driven innovation isn’t just a method—it’s a mindset. By involving users, employees, and stakeholders in the design process, we boost engagement, relevance, and long-term impact.

Level up design-driven innovation with DOGA’s deep dive course