An integral part of curriculum design is continuously reviewing workplace and industry needs and requirements. International design research and research of a general nature provide some guidance for curriculum developers and lecturers, but research on the local design industry is fragmented and scarce. This lack of available and rigorous research on the local design industry provides a gap for this paper that explores the nature, needs, and requirements of the local design industry and the changing career pathways of designers.

This paper focuses on the broad communication, multimedia, digital and experience design fields. It starts with a literature review of the changes in this space to provide a theoretical grounding for the paper. This is followed by a thematic analysis of recruitment adverts collected in 2023 that looks at industry needs, job titles and levels, attributes, knowledge and skills, and the qualifications listed as the minimum requirement. Findings point to a fast-evolving workplace, shifts away from traditional agencies, demand for wide-ranging skill sets, more strategic alignment with business, flexibility and a focus on users. The need to understand users and the ability to conduct research are becoming critical requirements, as well as flexibility and the ability to work in teams. The analysis also highlights inconsistencies in job titles and unrealistic expectations.

The contribution of this research provides a snapshot of a fast-changing industry and a baseline for future comparisons that can guide design educators.