I create; therefore, I am: design endeavors as a signal of self

This interpretive research examines the phenomenon of people who engage in designing for themselves in a world in which this is no longer necessary. For in this Schumpeterian society – one can simply purchase from a plethora of products and services that are designed by professionals, generated by producers, and made available for purchase via a myriad of channels. So why do people bother designing for ourselves? Drawing on in-depth interviews, this research provides insights into individuals who choose to participate in the design process. The findings that follow are from a representative study of individuals who recently were involved in designing their home kitchen. Results show that by engaging in design endeavors these informants received not only instrumental value (speed, efficiency) and economic value (money saved), but also socio-psychological value (signaling identity, desire for uniqueness) and transcendental value (joy, wonder, satisfaction). Framing these findings according to three foundational design actions – using, ideating, and making, the researcher developed a segmentation typology of the multi-faceted roles that people play in the act of designing. This study contributes to the existing literature by: (1) broadening the dyadic perspectives of provider and consumer roles in the realization of a design outcome; (2) revealing that when one engages in designing a desired outcome they create a deeper, more authentic, and abiding signaler of self than when we purchase what we seek; (3) extending design theory beyond the prevailing view that embeds the value of a design in outcome – the tool; and humans as homer faber, tool makers. Managerial and design practice implications offer specific suggestions for building and nurturing people in their design endeavors.