There is a growing interest in the design community about the designer’s role in society; specifically, in the idea that design can influence positive changes in our society. Designers bring empathy and creativity to challenges—particularly social challenges—and that empathy helps all of us understand the solutions that can change lives. Through the power of design thinking, traditional problem-solving methods break down and new approaches rise to the surface.
As designers we are trained to solve problems by making new, fashionable objects—whether it’s a product, a website, or a poster. Personally, I have always hoped the projects I work on would be more about purpose and real problem solving and a less about self-expression. In In the Bubble, John Thakara writes about a world based less on artifacts and more on people. He challenges designers to question the stuff we make. What value does it add to our lives?
The challenge for designers, then, is to think of new systems for problem solving. How can we innovate to make learning in schools more accessible? How can we improve the ways people interact with public transportation’s wayfinding systems? How can we engage the public to support an idea for the public good?
To bring about social change, we must consider these calls to action:
1. CREATE: Encourage designers to do something in the real world.
2. BALANCE: Understand how the community curates and consumes the project/work.
3. CELEBRATE: Develop experiences that will be received positively, fostering community pride and ownership in the solution.
One of the main reasons I moved from Seattle to New Orleans was to be a part of something bigger. The city was already on the mend from Katrina, but there were numerous organizations laying a strong foundation for the future. As a designer, I was attracted to the location because I would be able to think less about the bottom line and more about ways to impact a community. Designers have the power to influence business, provide growth in economies, and more importantly, drive social change.
In New Orleans, at Peter Mayer, I have had a chance to work on a few such projects. After the oil spill in April 2010, Women of the Storm – a nonprofit Gulf Coast advocacy group – wanted to raise awareness and support for Gulf Coast restoration. We had a limited budget and knew a traditional campaign was impossible. Starting with a simple a call to action, we created a celebrity testimonial video urging people to sign an online petition. We then built a system to funnel it through social media, print, PR events, out-of-home, t-shirts and a network of partnerships. By building a strong system, were able to get more than 130,000 signatures and almost 500,000 YouTube views in a just few weeks. This collaborative process, by which the designer’s problem solving methodologies are used to match a specific need, is key to success.
New Orleans has reached an inflection point, but the city still has infrastructure, education and crime challenges to overcome, I think that designers have the ability to solve these complex problems, particularly in our desire to attempt and pursue risky alternatives over traditional options. My hope is that designers try to make some type of professional contribution that plays an essential role in the growth of our cities and communities. When designers are encouraged to use their talents for social challenges and the betterment of the community, we demonstrate our true value to the community. So how do we do it? By volunteering our time. By taking up worthy causes. By using our experience to solve problems in a smarter way. When you truly believe in what you support, everyone wins.