An Investigation into the Role of Narrative in Group-Based Design Activity

The focus of research activity in the broad domain of the design process has recently evolved from viewing design as a rational problem-solving process, to recognising design as a cognitive and social process. In parallel with this change, attention has also moved from studies focusing on individual designers to studies of group design activity. Methods developed for investigating group design activity have so far not included the use of narrative. Narrative, as a descriptive concept, has been widely used in a broad range of research contexts, but has not been used within design research. The purpose of this thesis is, therefore, to utilise narrative as a conceptual research tool, thus enabling the development of fresh insights and a deeper understanding of the design process.

A comprehensive literature review on the group design process and narrative was conducted in order to gain a theoretical foundation for this study. Interviews with designers and design managers in industry were also undertaken to understand the characteristics of the group design process in practice. Observation was the primary research method developed within a broader ethnographic research approach. The observation studies took place within three design projects for a UK-based international retail company. Observation has enabled a detailed analysis of narrative within the design process, and this has led to the development of a conceptual framework that explains the role of narrative in the group design process. At a macro level of the framework, the context of the design process and design meetings are explained through narrative structure. At a micro level, various roles of narrative at different stages of the design process and the design meeting are explained.

This thesis argues that, during the group design process, narratives are used as a way of understanding the design project and its process, and as a way of assisting group design activities such as problem-solving activities and management activities. Finally, the practical implications for the conceptual framework developed in this work are considered in relation to the areas of design education, design practice and design research.