It has been observed that the boundaries between the design and engineering can inhibit both innovation and successful product realisation, particularly in the product design and development milieu. “These two mindsets often clash as one seeks to broaden the scope of the problem, while the other is working to achieve closure.” (Fry, 2006)
In Engineering Design Methods: Strategies for Product Design, Nigel Cross notes that “the increasing competition for consumer markets and the growing awareness of the importance of design for the market has led to reinforcement of the view that successful design can only be accomplished by an integration of the skills of both engineering and industrial designers.” (Cross, 2000)
This trend is evident both in the traditional industrial design consultancy and in the manufacturing sector where there is increased demand for engineers who can operate effectively in a variety of environments within global multidisciplinary teams. Engineers, particularly those in product design and development, are now expected to creative, flexible and adaptable, responsible and human-centred designers. “In this evolving world, a new kind of engineer is needed, one who can think broadly across disciplines and consider the human dimensions that are at the heart of every design challenge.” (Grasso & Martinelli, 2007)