Be Counted as a Service or Strategic Designer!

Written by Laura Kostanski and Simon Goodrich

As we mentioned in our previous post, The Australian Bureau of Statistics (ABS) has released its draft changes to the Australian and New Zealand Standard Classification of Occupations (ANZSCO), and these revisions mark a significant step forward for our sector.?

However, while there are positive developments, there is a critical omission that we must address— the inclusion of Service, Strategic and other similar design professions. Now is the time to stand up and be counted - we want to include your stories and voices in the Design Institute of Australia (DIA) submission to the ABS. Read more about the changes below, or go straight to the survey here: https://forms.gle/2hNKJo7APN3cZ5qq7

Background

In 2023 the DIA spearheaded a campaign for designers to collectively respond to the ABS ANZSCO review process. Jo-Anne Kellock, CEO, engaged ourselves and David Robertson to form a Working Group and explore the opportunities for defining contemporary design occupations.?

Multiple discussions took place with design colleagues across Australia and the ABS actively engaged and participated in our conversations. In August we held a forum, with the partnership of Creative Victoria, which included a panel discussion on the relevance of the ANZSCO profiles to the design profession with Dr AJ Lanyon from the ABS, Simon Goodrich and the DIA Continuing Custodians Advisor Nicole Monks, followed by breakout sessions focusing on job titles at a deeper discipline-specific level. A list of new design job titles compiled as a result of these activities was included in the DIA submission to the ABS.?

More details about this forum are available via the DIA here https://www.design.org.au/dianews/define-design-occupation-codes-review?

DIA has made available a video of the 2023 panel discussion here https://www.youtube.com/watch?v=objNe_cGT7c?

The Positive Changes in 2024

The draft ANZSCO changes include several promising updates for the design sector:

1. Design as a Standalone Professional Category: For the first time, design is recognised as its own professional category (as a minor group). This is a monumental shift that acknowledges the unique and vital role design plays across various sectors. By establishing design as a distinct profession, we are better positioned to advocate for our sector, ensure that educational pathways are geared towards appropriate skill development, and enable promotion of the various roles our talented designers fill in Australia’s industry, government and NGO sectors.??
2. Integration of Digital & UX Design: Digital and UX design, previously categorised under IT professions, have now been brought into the design category. This change reflects the evolving nature of these roles and their intrinsic connection to the design process. It also highlights the growing recognition of the importance of user experience in product and service development.
3. Elevated Status of Interior Design: Interior Design has seen its skill levels elevated back to Level 1, underscoring the complexity and expertise required in this field. This change not only raises the profile of interior designers but also ensures that their contributions are valued on par with other high-skill design professions.
4. Updated Skills Lists: The skills lists for various design professions have been updated to reflect contemporary work practices. These updates ensure that the ANZSCO classifications remain relevant and that they accurately represent the skills and expertise required in today’s design landscape.

The Critical Omission: Strategic and Service Design

While these changes are undoubtedly positive, there is one glaring omission—Strategic Design, Service Design, and related disciplines have not yet been included in the updated classifications. This oversight is concerning, as these fields are not only growing rapidly but are also increasingly vital to the success of businesses and the public sector alike.

Strategic Design and Service Design focus on creating systems and processes that enhance user experiences, improve service delivery, and drive organisational change. They are essential in sectors such as healthcare, government, finance, and more. By not including these professions in the ANZSCO updates, we risk underestimating their importance and missing an opportunity to position Australia as a leader in these emerging fields.

They’re not yet included in ANZSCO because there is insufficient formal data (from the ABS census) to demonstrate that there are more than 300 people working in these roles in Australia.

We now have an opportunity to gather the evidence and let the ABS know there’s more than 300 Strategic and Service (and other related fields) Designers in Australia!

A Call to Action: Make Your Voice Heard

The ABS has given us until 6 September to respond to the draft ANZSCO changes, and we must act now. To have Strategic Design, Service Design, and other related disciplines included, we need to present compelling evidence that these professions are not only established but also growing, with an estimated 300 to 10,000 professionals working in these fields across Australia.

We urge all stakeholders—design professionals, industry leaders, educators, and policymakers—to rally together and champion the inclusion of these critical disciplines. Here’s how you can help:

• Provide Evidence: If you work in Strategic Design, Service Design, or a related field, share data about your role, your contributions, and the impact of your work. This evidence is crucial to making a strong case for inclusion, and you can contribute to the DIA submission to the ABS by providing your story here: https://forms.gle/2hNKJo7APN3cZ5qq7?

• Highlight Their Importance: We need to articulate why these disciplines are important to the Australian economy and social fabric. These roles are not just about aesthetics or functionality; they are about creating value, improving efficiency, and enhancing the quality of life for all Australians. If you would like to discuss your thoughts on this directly with our working group, please comment below and we will be in touch.

• Engage with the Process: To increase the volume of your contributions to this campaign, you can also submit your feedback directly to the ABS before the 6 September deadline. Your input can help shape the future of the design profession in Australia. https://consult.abs.gov.au/standards-and-classifications/anzsco-comprehensive-review-consultation-round-4/?

Conclusion

The draft ANZSCO changes represent both progress and a challenge for the Australian design sector. While we celebrate the recognition of design as a standalone profession and the inclusion of Digital, UX, and uplift of Interior Design, we must also address the critical omission of Strategic and Service Design and related professions. Together, we can ensure that the ANZSCO classifications fully reflect the breadth and depth of our profession.

Let’s seize this opportunity to shape the future of design in Australia. Make your voice heard, and let’s champion the inclusion of all design disciplines in the ANZSCO updates.

[this information is also available on the DIA website here https://www.design.org.au/define-design? ]