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THE VALUE OF
TO BUSINESS
Design is not just what it looks like and feels like. Design is how it works.
STEVE JOBS
Design is not MARKETING THOUGH THEY ARE OFTEN INTRINSICALLY LINKED.
DESIGN IS CREATING A PLAN TO SOLVE A PROBLEM, THEN originating FORM & FUNCTION.
£1 invested in design creates
£20 increased revenue over time
£4 additional profit over time
RETURN ON INVESTMENT
Data Source: 2014 The British Design Council http://vimeo.com/73619059
INVESTMENT REVENUE PROFIT
£33 billion UK annual design spend
£660 billion increased revenue
£132 billion increased profit
ECONOMIC VALUE
UKPOTENTIAL
Data Source: 2014 The British Design Council http://vimeo.com/73619059
DMI DESIGN VALUE INDEX
Data Source: 2014 DMI market index study. http://www.dmi.org/?DesignValue
2004
S&P INDEX15 design led companies
2014 319%
Apple Coca-Cola WhirlpoolWalt DisneyTargetSteelcaseStarbucksProcter & GambleNikeNewell-RubbermaidIntuitIBMHerman-MillerFord
DESIGN BENEFITS BUSINESSAesthetics and user experience are primary drivers of customer engagement and confidence. People want to
enrich their lives by associating themselves with products, brands and services that elevate their experiences
and provide solutions to their problems on many levels. Good design is all about providing solutions to problems.IMPACT
EFFICIENCYCreative solutions to business issues often yield surprising and innovative results. Design is not limited to identity
or products and services, it can equally be applied to the improvement of business processes and internal
communications which builds understanding and aligns corporate culture with the goals of the company.
COMMUNITYGreat products, brands and services bring people together in communities where customers can
act as advocates for the brand or express their experiences. Such communities offer a valuable
source of insights and intelligence to improve decision-making.
Customers trust brands that show proficiency, vision and a directive to provide products and services to satisfy
changing needs. How a brand chooses to communicate these qualities directly affects this relationship. It is crucial
to deliver a consistent message and a quality value proposition that addresses the needs of the audience.TRUST
DESIRABILITY
FEAS I B I L I T Y
V IAB I LI TY
G O L D
DESIGN THINKING
More: For more on design thinking visit: http://www.dmi.org/general/custom.asp?page=WhatisDesignThink
Does anyone want or need it?
Can it be done and will it work?
Is it affordable and worth the effort?
GREAT DESIGN
Design begins by studying and understanding the audience. How can a product
or service satisfy aspirations and needs that the end-user may not even be aware
that they have? The designer must stand in their shoes to empathise with their
appetites, inclinations, desires and aspirations.
This perspective leads to deeper understanding of the innovation process and,
through a cycle of development and testing, it offers greater potential for
a more holistic final solution.
The principle of Design Thinking breaks this strategy down into three
fundamental questions that must be answered to achieve a great design
solution: is the product or service desirable, is it feasible and is it viable?
This methodology is not limited to new product or service development.
We can also apply the rationale with equal success to the creation of
new strategies and business models. By embracing creative and design
thinking we are able to uncover hidden possibilities and to amplify both
personal and business opportunities for growth.
GREAT DESIGNER
1 Listener, observer, student – empathy for and understand of the audience
is fundamental to developing an effective and powerful solution.
2 Storyteller – the goal is not to invent a fairytale but rather to
create a compelling narrative showing context, value and vision.
3 Persuader – empirical methodology, good communication, business
acumen and market knowledge are the foundation for any rationale.
5 Soldier – ego is unwelcome, enthusiasm for teamwork, capacity
to take direction or knowing when to fight for the cause are key.
4 Developer – perceptiveness, eye for detail and strong technical
and visualisation skills are potent tools for the problem-solver.
CREATIVE, BUT ALSO. . .
Design is intelligence made visible.ALINA WHEELER
DUHO Ltd | 15 New Row | Covent Garden | London WC2N 4LA | UK
T +44 (0)20 7240 5409 | [email protected] | www.duho.co.uk © DUHO
