Design-Led Storytelling for Impact: Evaluating a Museum’s Design Thinking Business Support Programme

Research output: Chapter in Book/Report/Conference proceedingConference contribution


It is increasingly important for organisations to measure and evidence their socio-economic impact and value creation to their stakeholders. The analysis of their impact can help identify new opportunities which can translate into new products or services, thereby heightening the value offering of the organisation as a whole. Organisations generally find it difficult to communicate value beyond quantifiable measures, often neglecting the subtle and nuanced attitudes and behaviours of their stakeholders. This paper explores design-led storytelling to evaluate the impact of V&A Dundee’s Design Thinking business support programme. The Most- significant Change Interview Technique, with storytelling at its core, was used to collect and analyse data from alumni of the programme and later developed into compelling stories to disseminate impact findings. Results suggest the programme has made a significant impact in the dissemination of a Design Thinking mindset among its alumni. Furthermore, this study has seeded multi component outputs: the creation of storytelling for evaluation canvas tools and the use of visual storytelling assets to create impact when disseminating vision and mission statements in organisations. The paper concludes with recommendations for the museum to increase its offerings and for other organisations to create realistic and relatable stories of change.
Original languageEnglish
Title of host publicationThe23rd dmi: Academic Design Management Conference Proceedings
Place of PublicationCambridge, MA
PublisherDesign Management Institute
Number of pages13
Publication statusPublished - 20 Jul 2022
Eventdmi: Academic Design Management Conference: Design Management as a Strategic Asset - Toronto, Canada
Duration: 3 Aug 20224 Aug 2022
Conference number: 23rd


Conferencedmi: Academic Design Management Conference
Abbreviated titleADMC2022
Internet address


  • Storytelling
  • Design Thinking
  • Evaluation
  • Design Methods
  • Impact


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