Design Unleashed: Unlocking the Power of Design for Business Success
Hey there, fellow design enthusiasts! Buckle up, because today we're going to embark on a wild ride through the world of design and its impact on business. I'll share some juicy stats, personal stories, and even sprinkle in a few quotes from fellow design leaders. So, let's dive in!
The Power of Design Investments
A Numbers Game
You might be wondering, "How exactly does investing in design influence a company's competitiveness?" Well, my friend, let me hit you with some numbers:
Design-led companies outperform the S&P by a staggering 219% over 10 years.
- 41% of these companies report greater market share.
- 46% claim a competitive advantage.
- And 50% enjoy more loyal customers.
Not too shabby, right?
Creating Value Through Design
More Than Just Pixel-Pushing
Design is about so much more than just making things look pretty. It's about weaving design thinking throughout the entire process, from strategy to delivery. When you involve design early on, it pays off in the long run. In fact, design-led firms are twice as likely to involve design teams in customer experience (CX) strategy!
Investing in the Right Resources
Hire, Equip, and Empower
To thrive in design, it's crucial to invest in the right people, tools, and processes. Build cross-disciplinary teams, give them the tools they need to create exceptional customer experiences, and watch the magic happen. Did you know that 84% of design-led companies invest in software, tools, and services that foster design?
The Design Maturity Journey
From Zero to Hero
Design maturity can be broken down into four stages:
- Stage 1: No design - Design decisions are based on personal opinions, and user input is hardly considered.
- Stage 2: Design as styling - Design is seen solely as the final form of a product, often contributed by non-designers.
- Stage 3: Design as a process - Design is integrated early in development, and multiple specialists contribute to the user-focused process.
- Stage 4: Design as a strategy - Design drives innovation and is integrated into all aspects of a company's operations.
Now, let's hear what some design leaders have to say about maximizing design ROI:
Gerry Scullion, Founder of This is HCD Podcast Network, believes that "focusing on HOW we work as designers across an organization is more valuable."
Philip Fierlinger, Xero co-founder and startup investor, says that factors contributing to design ROI include research, project planning, innovation, and differentiation.
Kieran Weston, Design Director at EY, suggests starting to measure the ROI of design by identifying where the most impact is being made by your product or service.
Measuring and Communicating the Value of Design
KPIs, Frameworks, and Effective Communication
To effectively measure and communicate the value of design, you'll need a solid framework that covers assessment, benchmarking, forecasting, designing, testing, analysis, and refinement. Aligning design with business strategy, defining challenges, avoiding surprises, managing what's measured, and adapting as needed are all key aspects of this approach.
The Power of Design-Driven Companies
Proven Results and a Path Forward
A study by InVision revealed that design-led companies experience various benefits, such as increased revenue, faster time to market, and higher customer satisfaction.
So, how can your company become more design-driven? Develop onboarding strategies, promote team morale and education, plan your budget, and invest in design operations. Trust your team and watch your design ROI soar!
And there you have it! We've explored the influence of design investments, creating value through design, measuring and communicating design value, and the journey to design maturity. Now, it's crucial to take these insights and apply them to your own organization.
To start, assess your company's current design maturity level and determine areas for improvement. Next, work on creating a design-focused culture that encourages collaboration and innovation. This will involve investing in the right people, tools, and processes to drive the company's design capabilities.
Develop strategies for measuring the value of design, both qualitatively and quantitatively, by setting clear KPIs and utilizing various measurement methodologies. This will enable you to track the impact of design decisions and communicate the value of design investments to stakeholders within the organization.
Finally, continuously refine and adjust your design processes, KPIs, and benchmarks to keep up with the ever-changing landscape of design and technology. By staying proactive and adaptive, your company will be better positioned to leverage the power of design to drive growth and competitive advantage.
By embracing these principles and implementing them within your organization, you'll be well on your way to harnessing the full potential of design and reaping its many benefits, including increased competitiveness, customer loyalty, and market share.