With the advance of the Internet and the Internet of Things, an abundance of ‘big’ data becomes available. Data science can be incorporated in design, which brings forward various opportunities for designers to benefit from this new material. However, the designer’s perspective and their role remains unclear. How do they think about and approach data? What do they want to achieve with this data? What do they need to take ownership of designing with data? In this paper we take a design perspective to map the opportunities and challenges of leveraging large data-sets as part of the design process. We rely on a survey with 75 participants across a Faculty of Industrial Design Engineering and in-depth reflective interviews with a subset of 9 participants. We discuss the impact of data on the roles designers can adopt as well as an approach to designing with data. This work aims to inform on educational support, data literacy and tools needed for designers to take advantage of this new era of design digitalisation.