This study explores the application of systemic design approaches used in a complex commercial context to create positive and sustainable change. The case study was a business case on sustainable parenthood, in which the company tried to balance its ambitions for environmental sustainability with the need to survive in a highly competitive market. In close collaboration with the internal business company stakeholders, a causal loop diagram was created. The diagram mapped relations between global relevant trends for emerging young adults within the DACH market, sustainability, and parenting as a business. Leverage points for systemic change were identified which were explored through in-depth user interviews (n=10). This process eventually identified ten systemic insights, translated into insight cards to facilitate business actions.Based on these combined approaches, the MINT framework (Mapping Interventions and Narratives for Transformation) was developed, with a strong emphasis on co-creation, iteration, translation, and communication of systemic interventions. However, while the internal business stakeholders and company representatives appreciated the bird’s eye view that systemic design gave them, they were challenged by the methods’ abstract language and translation of systemic insights into concrete action. To address this, the developed framework utilized systemic design artefacts such as a storytelling map and user-centred insight cards to facilitate a more comprehensible systemic design approach.Overall, this study provides a first attempt at creating an actionable systemic design framework that can be used in commercial settings to promote positive systemic change. Future research will require further validation.
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Reflections: Systemic (Co) Design is still relatively unknow to practitioners As well as to academics in the economic domain Dialogue requires active involvement and experiencing diverse perspectives through a variety of methods/tools Artifacts contribute to the continuity of the dialogues Gathering data (and interpreting data) remains complex The insights generated by the workshops connect practice and research guiding both learning and research Designers play an essential role in reflexivity and thus promote learning
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Academic design research often fails to contribute to design practice. This dissertation explores how design research collaborations can provide knowledge that design professionals will use in practice. The research shows that design professionals are not addressed as an important audience between the many audiences of collaborative research projects. The research provides insight in the learning process by design professionals in design research collaborations and it identifies opportunities for even more learning. It shows that design professionals can learn about more than designing, but also about application domains or project organization.
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