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

TY - GEN

T1 - Design-Led Storytelling for Impact

T2 - dmi: Academic Design Management Conference

AU - Johnstone, Lee

AU - Hawari-Latter, Sharifa

AU - Bruce, F-S

AU - Ballie, Jen

N1 - Conference code: 23rd

PY - 2022/7/20

Y1 - 2022/7/20

N2 - 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.

AB - 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.

KW - Storytelling

KW - Design Thinking

KW - Evaluation

KW - Design Methods

KW - Impact

UR - https://www.dmi.org/page/ADMC2022Proceedings

M3 - Conference contribution

SP - 222

EP - 234

BT - The23rd dmi: Academic Design Management Conference Proceedings

PB - Design Management Institute

CY - Cambridge, MA

Y2 - 3 August 2022 through 4 August 2022

ER -