Data-driven design: the new challenges of digitalization on product design and development

Abstract Digitalization and the momentous role being assumed by data are commonly viewed as pervasive phenomena whose impact is felt in all aspects of society and the economy. Design activity is by no means immune from this trend, and the relationship between digitalization and design is decades old. However, what is the current impact of this ‘data revolution’ on design? How will the design activity change? What are the resulting research questions of interest to academics? What are the main challenges for firms and for educational institutions having to cope with this change? The paper provides a comprehensive conceptual framework, based on recent literature and anecdotal evidence from the industry. It identifies three main streams: namely the consequences on designers, the consequences on design processes and the role of methods for data analytics. In turn, these three streams lead to implications at individual, organizational and managerial level, and several questions arise worthy of defining future research agendas. Moreover, the paper introduces relational diagrams depicting the interactions between the objects and the actors involved in the design process and suggests that what is occurring is by no means a simple evolution but a paradigmatic shift in the way artefacts are designed.