Diversity in final year product design projects: Who are we designing for?

Abstract

This paper explores the diversity of final year product design projects completed from 2007 through to 2026 at Bournemouth University. By analysing approximately 450 projects, we examine not only the technical and creative breadth of topics but, crucially, the diversity of users and communities for whom students are designing. Are products primarily aimed at mainstream consumer markets, or do they increasingly address the needs of underrepresented groups such as ageing populations, people with disabilities, or marginalised communities? Through thematic coding of project briefs and outcomes, we map trends in inclusivity, empathy, and social impact within student-led innovation. The paper considers how this diversity of design focus reflects broader societal shifts and the growing recognition of design as a force for equity and wellbeing. We also discuss the implications for how future designers may shape more inclusive and sustainable practices within industry. In reflecting on whether these projects challenge conventional market priorities or reinforce them, the study highlights the role of education in expanding students’ perspectives on who deserves to be designed for. Ultimately, the paper argues that encouraging greater diversity in project focus not only enriches the learning experience but also holds the potential to influence the future trajectory of product design, steering it towards more socially responsive and equitable outcomes.