An architecture of design doing: A framework for capturing the ever-evolving practice of design to drive organizational learning

Modern design organizations need to continuously develop how they innovate in response to a changing innovation landscape. Developing methodology based on best practices is a powerful way to do so. However, there is currently no structure for developing methodology in a way that is (1) consistent and flexible, (2) user-centered, and (3) aimed at learning and continuous development of the methodology and the practice it supports. This paper presents a framework designed to support the development of a methodology toward meeting these aims and functions as an architecture for design doing (ADD). The framework promotes action at two levels: 1) it captures best practices that are transferrable to other projects and contexts, and 2) it encourages individuals to identify and apply values, principles and processes relevant to daily practice. It also supports the co-creation of methodology by multiple stakeholders. We illustrate the application of the framework with a case of the Philips Customer Decision Journey methodology.