As an embedded designer in the social innovation context, the designer’s role in this project was fluid, not static. During the course of the project, the role of the designer changed from being a researcher identifying pain points and opportunities to creating a solution (as the designer). At the end of the project, the role changed again, the designer becoming the facilitator, coach and mediator for the developed process. The framework and toolkit itself present one way on how designers can bring transformation by triggering a shift in people’s mindsets and using friction as a catalyst for change. In this case, the designer has co-ownership over the process, but the ownership of the social innovation project stays with the innovators.