Stimulating Thinking at the Design Pitch: Storytelling Approach and Impact

Parkinson, David and Warwick, Laura (2017) Stimulating Thinking at the Design Pitch: Storytelling Approach and Impact. The Design Journal, 20 (Sup 1). S4509-S4518. ISSN 1460-6965

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Abstract

This paper presents findings from doctoral research to propose that next, we should look to understand storytelling at the design pitch in terms of the relationship between approaches taken and their impacts. A review of literature highlighted the following as desirable impacts for a design pitch: ‘Delivering Understanding’, ‘Demonstrating Value’, ‘Stimulating Critique’, and ‘Encouraging more Holistic Thinking’. These impacts were used to focus a series of semi-structured interviews conducted with employees from Unilever and Accenture. Storytelling approaches and their impacts of over 50 design pitches were discussed. Emergent themes were deciphered through the thematic analysis of the interview transcriptions. The impacts were found to have significant relationships with the following storytelling approaches: ‘Acknowledging Cultural Perspectives and Beliefs’, ‘Diversity/Difference’, ‘Detailing Concept Development’, and ‘Imagery, in particular Analogy’. A summary of these relationships is detailed in a framework, entitled ‘Design Pitch Storytelling: The Impact-Approach Framework’.

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