A Google search on the term ‘architect’ predominantly brings up images of a lone practitioner working over a set of building plans or an architectural model. This stereotyped view of architectural practice can mask the value which designers may bring to the design process toward optimising ‘outcomes’. Laura Weiss discusses the opportunity for greater consideration and transparency of the ‘client journey’, and the value that designers can bring as advocates, or trusted advisors.

Image: IDEO Reimaging the shopping cart

By the time we’re adults it’s likely that many of us have interacted with a doctor, maybe an accountant, perhaps a lawyer, or at least we know someone who has. It’s equally unlikely that the general population has purchased or been involved with the services of a professional designer of any kind.  As a society we unfortunately have a limited frame of reference for how design happens or why it’s valuable.

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