DDAT or D:DDAT?

Photo by Amélie Mourichon on Unsplash

Just a quick post on a rather semantical topic!

The phrase DDAT – standing for digital, design and technology – has become a commonly adopted bit of industry jargon in government circles, to describe the work that people do in this thing we call digital.

However, I find it just doesn’t quite work for me, and I think it is because of the use of the word digital within it. I think in the definition, digital is meant to cover things like user centredness, service design, digital culture and so on – but this isn’t terribly clear.

So, I have found myself on occasion instead referring to digital: design, data and technology. I’ve never abbreviated it, but I suppose that if I did it would be D:DDAT.

For me, D:DDAT gets across the idea that ‘digital’ encompasses the use of design, data and technology rather than being separate from the latter two.

This hardly matters in the grand scheme of things, but I thought it worth sharing! 🤷‍♂️

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