In recent years, “Design Thinking” as an interdisciplinary innovation process has increasingly led trade and industry and the public sector to take an interest in the design profession. While this profession has traditionally been related to the design of products and shaping of surroundings, today design can also concern methods and processes, making the profession relevant for additional areas of society. In this article, we present some key characteristics of the design profession today, and also discuss which expectations and different designer roles newly qualified designers meet and may come to meet in the future.