Crafters, explorers, innovators, and co-creators: Narratives in designers' identity work. (May 2020) - Björklund, Tua A.
Abstract : The role of designers is changing in many organizations, yet we know little of how designers themselves construct their professional identities. Based on 38 interviews of designers working in a design agency, we use Bakhtinian literary genres and chronotopes as a lens to identify four embedded narrative types. These highlight different aspects of designers' work, including different constructions of design – ranging from craftmanship and exploration to innovations and co-creation. Novelty, learning and community emerged as fundamental constructs within designer identity. Furthermore, identity work in each narrative was connected to different types of triggering situations and contextual promoters. The analysis illuminates the multifaceted and situated nature of professional identity work, emphasizing the need to examine design embedded in its context. Highlights: Designers construct themselves as crafters, explorers, innovators, and co-creators. Designers' identity work is highly contextual and thus dependent on time and space. Different narratives in identity work were connected to different types of trigger events. Novelty, learning and community were fundamental for identity in the studied agency. Novelty in content was balanced by desired preservation in the organizational context.