Risk in Design: Key Issues from the Literature

This research considers the academic and technical literature in relation to risk and design and the factors surrounding decision-making in the design process. Specifically, risk perception and calculation are considered, as well as the management of risk during new product development. Whilst numerous technical approaches to handling risk are available to managers it is clear that, for designers, use of less mechanistic approaches such as intuitive thinking, developing a design-mindfulness and simply listening to ‘gut feelings’ may also be significant. As researchers endeavour to characterize the management of risk in the design and development of successful new products, a number of key themes emerge. These include: investing in rigorous pre-launch homework; orientating new products to customer requirements and utilizing cross-functional, multi-skilled teams that avoid predetermined structures. Regular review of the NPD process is also important, as is recognizing and tolerating (even embracing) risk with a positive attitude that accepts ‘failure’ as a valuable and perhaps inevitable part of the process. In broad terms, the literature tends to broadcast the need for caution when handling risk, rather than recognizing and promoting the value of adventure in design. Whilst this may appear pragmatic, excessive caution may be counter-productive.