Abstract

This study examines how designers create meaning in the design development stage of their projects. It investigates the experiences of designers with design processes and methods to gain insights that help them determine the strategic direction of their designs. Although there has been some research on design content, less has been done on how designers construct meaning to enrich strategic recommendations. To investigate, face-to-face interviews were conducted with thirteen Malaysian designers from different design backgrounds. The objective was to identify the factors contributing to how designers create new meanings in design and innovation. Results revealed five primary factors contributing to meaning-making and value creation—user requirements; simplicity; the context of user behavior, preferences, and experiences; elements determining the perceived product quality; and traditional culture. These approaches enhance the designer’s critical thinking and design capabilities, enabling them to produce new and unique meanings that give them a competitive advantage in new marketplaces.