Generate don’t evaluate: how can codesign benefit communication designers?

Abstract

Communication designers have historically been accused of neglecting end-user perspectives, believing designers are experts at creating inspired designs. Codesign has been applied to many design fields, however developing methods for engaging end-users have had little traction in communication design practice. In an era of end-user engagement, communication designers are left wondering how and when to include end-users in the design process and if codesign offers any benefits to project outcomes. This study trialled codesign workshops across two communication design case studies. Both studies involved non-profit contexts where designers and staff co-created communication design strategies, one for sustainable cleaning in childcare centres and the other for asthma management and awareness. The findings reveal that structured, hands-on generative toolkits conducted in small groups, sparked conversation and prompted innovative ideas whereas evaluating ideas with ranking toolkits blocked dialogue and hindered idea progression. Evaluation tooolkits based on ranking ideas created unexpected barriers to engagement, as end-users disengaged from the codesign process. I argue codesign can benefit communication design when structured hands-on generative toolkits simulate a perceived familiar environment, creating a conversational forum for ideas to flow while participants enjoy creating things with their hands.