This is the published version of a paper published in Design Issues.
Citation for the original published paper (version of record):Nylen, D., Holmström, J., Lyytinen, K. (2014) Oscillating between four orders of design: the case of digital magazines.
IntroductionThe rapid evolution of digital technologies has significantly affected most industries and their design practices. This is particularly evident in the publishing industry: Historically dominated by a graphic design culture, design decisions mainly concerned page layouts. Increasing digitalization, however, presents publishers with an expanded set of design challenges ranging from device form factors (industrial design), to user experience (interaction design) and business logic (environmental design). In this paper, we examine the characteristics of the new design processes that emerge, asking: As publishing companies move increasingly into digital design, what are the new design challenges, and how can they be dealt with?Against this backdrop, we conduct an exploratory case study of a leading Swedish media company-Bonnier-and its efforts at designing a digital magazine. The design project was carried out by a global multi-disciplinary team and resulted in a digital publishing platform called Mag+. Developed for tablet-based content delivery on the iPad, Mag+ integrates new interaction design principles with a magazine concept to achieve a rich user experience, while introducing a new business model governing the production, distribution, and billing of the content. We apply Buchanan's model of the four orders of design, 1 combined with extant research on digitalization, 2 to analyze the design process. The study shows that as digitization enables loose couplings between formats and contents and therefore relaxes design constraints within and between orders; designing in digital spaces involves simultaneous challenges in all four orders of design. Further, not only do some design decisions manifest a co-dependency between two orders, they are also likely to cause ripple effects on other orders. We also posit that digital capabilities change the design process-in that digital design processes involve unprecedented dynamism and frequent iterations between the four orders. Overall, we contribute to multi-order design theory by heeding the specific effects of digitalization on design spaces in the publishing industry.