Introduction to panel debate at the PD&I 2014 conference. The cry that design graduates are not providing the raw material that the design industry requires has become a perennial theme at previous PD&I conferences. This year we pulled together representatives from education and industry to discuss the issue of what aspiring designers should learn. Contributions were structured around fours schools of thought on future design skill.

1. Final
presentation
X Month 2011
Project
Design
education:
4 skills models

2. 2000-2010
Student boom
Source
UCAS, Total number of degree level
application acceptances,
Design Studies, 2000-2010
10000
12500
15000
17500
20000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Design degree yearly intake
increased by 40% in a decade
Second most popular
degree after nursing
1 - Nursing
2 - Design
3 - Law
4 - Psychology
5 - Computer Science
6 - Management
7 - Business
8 - Social Work
9 - Sports Science
10 - English

3. 2000-2010
Industry backlash
‘What’s the point of
producing 50,000
graduates a year?
We’re inundated
and there aren’t
the jobs, especially
at this time’
‘The desire to get 50
per cent of young
people into university
has increased the
number of design
courses and graduates,
but at the real cost of
core skills’

4. 2010-2014
Change in the air
Application
atrophy
Academic
anxiety
Industry
intervention
As a result of increased fees, applications for design
are dropping (as is the case for most degrees).
Fears over the ‘McDonaldisation’ of design education
- students increasingly viewing universities as services
providers and courses marketing themselves as
products their own educational USP.
Industry jolted into action, and a more positive
contribution to debate. For example, defending
design to government to secure its inclusion on
school curricula in the England

5. The future
4 schools of thought
1.
Back to
basics
2.
The new
basics
3.
Breadth
not depth
4.
A new skills
model
Sketching, form-giving and visual
communications skills.
User research, experience prototyping
and foresight techniques.
A broad knowledge of creative, analytical,
facilitation and communication skills.
Design as the unifying discipline for
science, technology, art and business.