Page 87 - Design meets Business:An Ethnographic Study of the Changing Work and Occupations of Creatives

2. “Pixel Perfect”: Designers as Craftsmen 75
In the field, the fieldworker saw more examples of designers rede- signing their own design processes. Designers referred to this as “rein- venting the wheel”:
We prefer to do it ourselves over again every time, from a blank slate. To re- invent the wheel. We do use ideas from previous projects. ...While making the slides it opens conversation about the project, what people know, what we need to discover and it aligns our perspectives. Also, we have a tempta- tion to create something new because we are designers and we avoid these boring business models repetition, the same things over again.
Here, a designer explained that she is naturally inclined to “create something new”. It allows her to “start a conversation about the project”. Further, as is evidenced in saying “we have a temptation to create some- thing new... we are designers”, it helps her to reinforce their identity as a designer. Further, when the fieldworker had a talk with a designer, the latter said that “reinventing the wheel” helped designers to expand their design tool-kit and better position themselves in the professional field of design.
Picture 2.4 Writing insights on Post-its