Written by Yuri Mejia, University of Sheffield

In this follow-up, I continue my conversation with Craig Roberts, diving deeper into how digital design ecosystems foster collaboration, enable product improvements, and are shaped by new pressures such as sustainability, regulation, and artificial intelligence. We examined both current practices and the transformative potential of emergent technologies in design.

Yuri Mejia: Craig, building on our earlier conversation about collaboration, do you see digital design networks helping to bridge the long-standing gaps between disciplines?

Craig Roberts:
“Yes, I believe digital design networks are crucial to bridging these long-standing gaps. While collaboration still faces industry-wide silos and inefficient practices, the very nature of these digital platforms is the engine driving the improvement. The key is establishing a Single Source of Truth, often through PLM (Product Lifecycle Management) systems or Digital Twin, where CAD (design), CAE (analysis), and CAM (manufacturing) data are centralised and constantly updated. They make it possible to get the product ‘right first time’ by facilitating real-time continuous feedback across design, engineering, and manufacturing disciplines, which significantly reduces costly redesigns and shortens development cycles—a critical advantage, especially in industries like defence where time to market is vital.”

Yuri Mejia: When you talk about getting it ‘right first time,’ is that focus solely on manufacturing efficiency, or do sustainability and customer satisfaction also feature?

Craig Roberts:
“It’s a mixture of all three. Of course, manufacturing efficiency is crucial—reducing rework saves time and money. But the ‘right first time’ philosophy equally embraces sustainability and customer satisfaction. For sustainability, this means integrating lifecycle thinking—such as reuse, repurposing, and easy disassembly—upfront. For the customer, it means ensuring the product is reliable and provides the intended user experience. Integrating these three considerations upfront leads to demonstrably better long-term outcomes and market success.”

Yuri Mejia: That makes sense. In that context, is there a trend toward creating feedback loops where data from production and use informs future design?

Craig Roberts:
“That’s precisely the ideal scenario, and yes, there is a strong, active trend toward creating these closed-loop systems. We frequently discuss the Digital Thread and Digital Twin, which serve as frameworks for this feedback loop. While it’s true that few companies have fully implemented such systems, the entire industry is moving this way because the goal is continuous optimisation. Using real-world data from production and product use is the only pathway to achieving true ‘right first time’ results and maintaining a competitive advantage.”​

Yuri Mejia: Perhaps part of the challenge is that the value of design can be difficult to quantify compared to manufacturing metrics?

Craig Roberts:
“Exactly. Manufacturing outputs, like cycle time reductions, are easy to measure. Design value, such as an enhanced brand reputation or customer loyalty, is often intangible and only becomes apparent after the product launch. However, this is changing; organisations are increasingly quantifying design’s impact through metrics like Net Promoter Score (NPS). This transition from intangible benefits to measurable return on design investment (RODI) is making it easier for organisations to appreciate design as an investment rather than a cost, a shift supported by frameworks like design thinking.”

Yuri Mejia: How does this evolving awareness influence design approaches to sustainability?

Craig Roberts:
“Sustainability has become a strong motivator and regulatory driver. While many engineers and designers have long used practices like lightweighting or additive manufacturing, there is now a necessary, systemic shift toward Circular Design—explicitly focusing on the product’s full lifecycle, including reuse and repurposing, right from the earliest concept stage. This approach is heavily supported by digital tools, which allow teams to use Life Cycle Assessment (LCA) data and certified material databases to quantify environmental impact in real-time. However, cost often remains a barrier, and comprehensive regulations frequently act as the necessary catalyst for this change.”

Yuri Mejia: It’s exciting to hear about emerging technologies, too. How do you see AI and smart data shaping design in the near future?

Craig Roberts:
“We’re already leveraging AI for generative design, concept generation, design exploration and advanced manufacturing processes. The huge potential, however, lies in closing the loop between shop floor expertise, machine data, and design AI—learning from real operational experience to inform future product iterations. While full implementation of these closed-loop systems isn’t widespread today, it represents a transformative direction, akin to the rapid innovation cycles seen in Formula 1 racing, promising continuous optimisation.”

Yuri Mejia: Finally, do you think increasing specialisation in roles impacts collaboration in digital design?

Craig Roberts:
“Yes, specialisation inherently risks creating silos, where experts focus too narrowly on their domain without interacting enough with adjacent areas. This is particularly challenging in large organisations. However, specialisation is necessary in the digital age—you need dedicated experts in areas like UX research, data science, and complex simulation engineering. The challenge isn’t eliminating specialisation, but bridging those divides. This is achieved by mandating cross-disciplinary teamwork (like we practice at the AMRC) and utilising digital design networks to enable seamless data sharing and joint understanding. This is the crucial way to unlock innovation and efficiency.”​

Yuri Mejia: Thank you, Craig, for sharing your valuable insights on how digital design, collaboration, sustainability, and technology intersect to shape the future. Your experience provides a clear roadmap for practitioners and researchers alike.