Quality design is beautiful, easy to engage with and creates a sense of purpose.
However, this is quite difficult to quantify, especially when you’re not from a design or creative background.
This is why so many companies overlook the value of design and take a business-driven approach to product innovation and development. For example, create a product or service and hope that customers will love it, rather than designing the product around the customer.
Today, we’re taking a closer look at the value of design and why you should implement design-thinking into your business.
“Design is everything because without it we have no business. Anybody can design a decent product. They can’t all design outstanding products. So, design is the differentiator.” – CEO, Pentland Brands plc (owners of Speedo).
The proof’s in the pudding.
Research has demonstrated that businesses that effectively harness the power of design are more profitable than those that don’t. Meanwhile, those who weave design into the research and development process, enjoy an even higher return on investment.
In the UK specifically, a study has linked design with an increase in turnover, profit and exports.
According to the Design Council, for every £1 invested in design, businesses can expect over £20 in increased revenues and over £4 increase in net operating profit. On top of this, for every £1 invested in design, you can expect a return of over £5 in increased exports.
In the meantime, European brands like LEGO and Velux have flown the flag for design-led thinking, establishing Denmark’s reputation for innovation.
A better user experience.
Design-led thinking is about designing your business around your customer, not expecting them to fit in with your brand.
By focusing on how people think and behave, as well as what they want and need, you have a unique opportunity to create something that truly aligns with what your target customer wants to spend their hard-earned cash on.
Shifting your mindset empowers you to craft useful and engaging products that solve problems.
Examples of successful design-led thinking.
Household names, such as Disney and Apple, confirm the power of good design. Both giants have designed customer-focused products, building a tribe of loyal followers who invest time and money into their brand every single time they bring a new idea to the table.
An effective use of design enables companies to deliver the best customer experience possible.
It’s important to remember that smartphones existed before Apple, social networks existed before Facebook and taxis before Uber. What each of these now well-loved brands has in common is that they continually focused on their customer’s needs, adopting a design-led thinking methodology.