A Day in the Life Working at a Creative Design Company: Insights from the Inside
What’s it like to be at the heart of a creative design company shaping the future of mobility and digital experiences? At Designworks, BMW’s creative design company, innovation isn’t just a buzzword—it’s our daily mindset. To give you an exclusive look inside our culture, we’re sitting down with Disha Shah, a Strategy Foresight intern at our LA Studio. From the pulse of collaboration to the sparks of inspiration that drive our work, join us as we dive into what makes Designworks a launchpad for bold ideas and creative growth.
1. Tell us how you arrived at Designworks. Why did you choose to study design, and what’s your biggest inspiration?
I’ve always been fascinated by the intersection of design, strategy, and human behavior. I started with a bachelor’s in Environmental and Interior Design, but I quickly realized my passion wasn’t just about aesthetics—it was about understanding people. That’s what led me to pursue a master’s in Design Management, where I could dive deeper into user research and strategy.
When I came across the strategy opportunity at Designworks, it felt like everything I had studied was coming together. The role wasn’t just about research—it was about foresight, collaboration, and uncovering the ‘why’ behind user behaviors. That’s the kind of work that excites me because it’s not just about designing for today—it’s about shaping what comes next.
My biggest inspiration comes from people and their stories. Human experiences can be complex, even chaotic, but that’s what makes them so fascinating. I love this quote from M.C. Escher: “We adore chaos because we love to produce order.” That’s exactly what strategy is—understanding human experiences and transforming it into meaningful insights that help companies create better experiences and products. At the end of the day, empathy is the most powerful tool a designer or strategist can have.
2. Tell us about a typical day in the life of a Strategic Foresight Intern at Designworks. What do you see and experience around you in the studio or when working remotely? Is life at a creative design company what you expected?
Every day at Designworks is fueled by curiosity—staying ahead of trends, analyzing shifts in the industry, and uncovering opportunities for innovation. As part of the strategy team, my job is to help identify growth opportunities for businesses, which means always thinking a few steps ahead. My day usually starts off by diving into the latest market insights and sharing them with my team—it’s a daily ritual that keeps us all inspired and aligned.
Beyond research, I love just taking in the energy of the studio. Watching designers, strategists, and creatives work across disciplines is incredibly inspiring. You see big ideas come to life in real time, and everyone is constantly pushing the boundaries of what’s possible. One of my favorite parts of the day? Intern lunch outings. We’ve built such a strong support system, and it’s amazing to learn from each other’s experiences—everyone brings a unique perspective.
Coming from a creative background, I expected an open-minded environment, but my experience here has exceeded those expectations. The culture at Designworks is welcoming, collaborative, and genuinely supportive. No question is too small, and that makes for an incredible learning experience.
3. You’re often involved in early-stage ideation, working on market research and trend analysis. Can you share a moment where you helped take a raw idea and shape it into something more structured?
As strategists at a creative design company, our job is to frame the bigger picture—defining the context around a product, service, or challenge. One of my earliest tasks at Designworks was a perfect example of this process. I was handed a raw insight report from a stakeholder interview—pages of unstructured notes—and my challenge was to turn that chaos into clarity. I broke it all down into key themes, distilled major insights, and identified opportunities for innovation. That was the first time I really saw the impact of research—it wasn’t just data anymore; it was a strategic roadmap.
Another way I contribute to early-stage ideation is through something we jokingly call “Disha’s Sandbox”—a Figma board my team leader, Paul Ferraiolo, set up for me. It’s my space to collect and document everything new I discover—emerging tech, cultural shifts, market trends. This ongoing collection has become a valuable resource, helping our team stay ahead of the curve and fueling the next wave of innovation.
4. How does collaboration happen on a daily basis? Are there spontaneous brainstorms, structured meetings, or other ways the team works together?
Collaboration at Designworks is fluid and dynamic, adapting to different creative styles. Some team members thrive in structured brainstorming sessions, while others jump into spontaneous discussions, adding fresh perspectives in the moment. That openness is what makes working here so exciting—ideas can spark anytime, anywhere.
One of my favorite parts of the studio culture is our bi-weekly all-studio Creative Exchange. It’s more than just a meeting—it’s a space where we share insights, discuss the studio’s direction, and get a pulse on current projects. It keeps everyone aligned and inspired while reinforcing a strong sense of collective creativity.
We also host outside-in open studio sessions, where we bring in external thought leaders for creative dialogue. Since much of our work is highly confidential, these sessions give us a rare chance to explore new perspectives, keep our thinking fresh, and stay ahead of industry shifts. It’s all about continuous learning—tapping into outside expertise to fuel the next wave of design innovation.
5. What’s one surprising way working at a creative design company has changed the way you think about design?
One of the first things that struck me at Designworks was how approachable everyone is. If I ever feel like I’m lacking a skill, I know I can reach out to anyone for guidance. But what really shifted my perspective was something our Director of Automotive Design, Hussein Al-Attar told me early on: “Skills can be learned, but having a vision is what truly matters.” That insight stuck with me. With AI advancing so rapidly, technical skills are easier than ever to acquire—but what really sets someone apart is their ability to think beyond the obvious, to imagine what doesn’t exist yet. That mindset completely reframed how I approach design and strategy.
Another big shift for me? Embracing ambiguity. Early on, I saw it as a challenge—something that made specialization feel difficult. But at Designworks, I’ve realized that ambiguity isn’t a roadblock; it’s an opportunity. When a client comes to us with a specific request, we don’t just deliver on that ask—we dig deeper, uncover hidden layers, and expand the opportunity landscape. That ability to see beyond the brief and bring unexpected value is something I’ve truly learned here, and it’s what builds strong, long-term relationships with clients.
6. Any advice for future Designworkers?
Stay curious and stay engaged. There’s so much happening in every corner of the studio—you just have to take the initiative to ask questions and explore. It doesn’t matter if someone isn’t on your team; some of the best insights come from unexpected conversations.
The more open you are to learning, the more you’ll absorb new ideas and perspectives every day. Designworks is a place where creativity thrives on collaboration and cross-pollination, so don’t be afraid to step outside your comfort zone. Be proactive, be bold, and most importantly—never stop asking why.
Words By:
Disha Shah, Intern, Strategic Foresight, Designworks LA
Disha works at the intersection of strategy and empathy as an intern on DWLA’s Strategy and Partnering team. An MFA graduate in Design Management from Savannah College of Art and Design, she creates “invisible design” solutions by transforming human stories into business insights. Her empathetic approach to research and foresight helps organizations discover meaningful pathways to growth.
