Tips for evaluating · PDF fileSuccessfully measuring design effectiveness does ... factors are advertising and ... ⎯ Ability to plan strategically/analyse critically the overall

What to measure? Tips for evaluating design effectiveness

Page Design Business Association 02 Tips for evaluating design effectiveness

Tips for evaluating data on design effectiveness Successfully measuring design effectiveness does not need to be a competitive situation where if you succeed others fail. Everyone can win when it comes to successfully measuring the impact of effective design. Success should be measured on a project-by-project basis on the specific metrics the client and agency have set as goals. A good brief, which has been interrogated by the agency, is essential because it sets the parameters against which effectiveness is measured. Although all projects are unique and judged in isolation there are some common areas that could be considered for measurement. These should be agreed between agency and client before the project begins – both in terms of knowing what success looks like, but also know what your starting point is. This document contains examples of the data that can be used to support the case for design’s contribution to commercial success split down by design discipline. Influencing factors are those factors that may affect the data outcomes and raise questions over the total influence of the design work on the success of the project. Common influencing factors are advertising and special price promotions. Disciplines covered in this guide ⎯ Branding / Corporate Identity ⎯ Service Design ⎯ Digital (B2B, B2C, online promotion) ⎯ Exhibitions ⎯ Interior (Commercial/office & retail/leisure) ⎯ Internal Communications ⎯ Packaging For more information on effective design and the DBA Design Effectiveness Awards please visit http://www.effectivedesign.org.uk.


Branding / Corporate Identity Data ⎯ Changed attitudes of investors, media, employees, customers and suppliers towards the

company after implementation of the new identity ⎯ Tracking studies ⎯ Stockbrokers' circulars may influence shareholders' perceptions, or take-over

bids/defences ⎯ Employee morale statistics - quantitative data such as improved absenteeism rates or

qualitative feedback ⎯ Sales/profitability figures-for example, if the objective was to improve the company

performance through a stronger company ‘brand’ Influencing factors ⎯ Improvements in staff conditions such as salaries, working environment ⎯ Marketing effort ⎯ Increased advertising spend ⎯ Advertising/PR campaigns if they are not a central part of the new identity Example case studies

Creation of Graft brand for Polyseam by The Engine Room Read the case study: http://bit.ly/2ngvTnv

Rebrand of White Logistics by The Allotment Read the case study: http://bit.ly/1ozAq57


Service Design Data ⎯ Ability to plan strategically/analyse critically the overall objectives of the organisation in

relation to their user journey ⎯ Interface improvement, leading to effective implementation of initiatives ⎯ Reduction of complex and costly operational practicalities ⎯ Improvement in the organisation's perceived reputation through the effective

implementation of the service ⎯ Building brand affinity and differentiation ⎯ Increased user/customer satisfaction ⎯ Increased Net Promoter Scores ⎯ Improvements in behaviour of staff / users / customers ⎯ Reduced communication and organisational costs Influencing factors ⎯ Consumer and/or Corporate Advertising/PR ⎯ Investment in IT and systems enabling better service ⎯ Product improvements ⎯ Price changes ⎯ Investment in staff development ⎯ Improved pay conditions/employee incentives Example case studies

Voice of our Brand for Virgin Media by Engine Service Design Read the case study: http://bit.ly/1Pz9Z8P


Digital B2B Websites Data ⎯ Heavy usage of a service ⎯ Amount of e-commerce revenue generated via the site ⎯ Positive or helpful client feedback ⎯ Savings on other business process and administration ⎯ Closer integration with partners and clients Influencing factors ⎯ Advertising campaigns ⎯ PR/promotional activity

B2C Websites Data ⎯ Heavy usage recorded as hits ⎯ Amount of e-commerce or subscription revenue

generated by the site ⎯ Positive or helpful client feedback ⎯ Repeat purchases or use of services ⎯ Software downloads/savings on distribution of

products Influencing factors ⎯ Advertising campaigns ⎯ PR/promotional activity Online Promotion Data ⎯ Number of responses ⎯ Amount of product sold determined by click-throughs and

associate schemes Influencing factors ⎯ Advertising campaigns ⎯ PR/promotional activity

Mindmate for NHS Leeds South & East Clinical Commissioning Group by Thompson Brand Partners Read the case study: http://bit.ly/2nLnEnF

FT.com customer retention journey for the Financial Times by 999 Design

Read the case study:

http://bit.ly/2mPm04U


Exhibitions Data ⎯ Stock/sales/profitability increases before and after redesign/against comparable non-

redesigned stores/facilities ⎯ Sales/profit per square foot compared with targets and market trends ⎯ Staff productivity improvements ⎯ Increased spend per customer/visitor ⎯ Increased usage (leisure facilities) ⎯ Decreased operating costs ⎯ Pilferage reductions ⎯ Market penetration of target customer groups Influencing factors ⎯ Advertising/mailing/telephone campaigns ⎯ Product quality improvements ⎯ Product novelty ⎯ Other activities such as hospitality, entertainment ⎯ Event changes if the exhibit is part of a larger event ⎯ Market changes Example case studies

Intel Corporation at CES by 2LK Read the case study: http://bit.ly/2oxzZJ9


Interiors

Office & Commercial Data ⎯ Staff attitudes ⎯ Staff behaviour ⎯ Staff productivity improvements ⎯ Cost effectiveness such as, more durable

materials, in-built flexibility ⎯ Sales/profitability figures Influencing factors

⎯ Improvements in staff conditions ⎯ Staff training ⎯ Product/service changes ⎯ Market changes ⎯ Ownership/management changes ⎯ Strategic/"mission" changes Retail & Leisure Data ⎯ Stock/sales/profitability increases before and after redesign/against comparable non-

redesigned stores/facilities ⎯ Sales/profit per square foot compared with targets and market trends ⎯ Staff productivity improvements ⎯ Increased spend per customer/visitor ⎯ Increased usage (leisure facilities) ⎯ Decreased operating costs ⎯ Pilferage reductions ⎯ Market penetration of target customer groups Influencing factors ⎯ New advertising/special offers/PR/promotions ⎯ Location factors ⎯ Merchandise changes (retail spaces) ⎯ Programming changes (leisure facilities) ⎯ Competitor activity ⎯ Market changes

Lloyds Banking Group with M Worldwide Read the case study: http://bit.ly/2mPFamC

Dune ‘Catwalk Concept’ for The Dune Group by Four-by-Two Read the case study: http://bit.ly/2nuChtg


Internal Communications Data ⎯ Improvement of employees perceptions towards the brand ⎯ Increased employees understanding of various brand messages: ⎯ Knowledge and understanding of what the brand’s purpose and principles are ⎯ Knowledge and understanding of what the brand’s promises are ⎯ Changed attitude and behaviour of employees, alignment with desired brand objectives ⎯ Increased employee moral: ⎯ Increased productivity ⎯ Reduction in employee turnover ⎯ Improved recruitment ⎯ Increase in ideas from employees on how to improve the brand’s performance ⎯ Increased market share/brand value as a result of changed employee behaviour and/or

innovation ⎯ Increased share price ⎯ Reduced brand communication costs ⎯ Reduced organisational costs ⎯ Increased inter departmental/team sharing of brand initiatives/ideas Influencing factors ⎯ Consumer and/or Corporate Advertising/PR ⎯ Improved distribution ⎯ Sales promotion ⎯ Competitor activity ⎯ Product improvements ⎯ Price changes ⎯ Market trends ⎯ Improved pay conditions/employee incentives Example case studies

Homeserve People Charter by WPA Pinfold Read the case study: http://bit.ly/2niSGQD


Packaging Data ⎯ Sales/profitability figures increased performance against targets in value, volume and

profitability ⎯ Increased distribution for example new trade accounts ⎯ Market share growth against competitive products or penetrating key consumer groups

or geographical areas ⎯ Consumer attitude shifts Influencing factors ⎯ Launch advertising ⎯ Increased advertising spend ⎯ Sales promotion for example, extra shelf space, special offers, in-store promotions ⎯ PR campaign ⎯ Product improvements (excluding packaging). Has the product with new packaging

replaced more than one product line? ⎯ Price reductions ⎯ Sales force changes ⎯ Distribution increases ⎯ Market trends ⎯ Competitive brand activity ⎯ Product line change Example case studies

Booths own label redesign by Smith & Village Read the case study: http://bit.ly/2o9UAH9

Skyr yogurt brand for Arla Foods by Elmwood Read the case study: http://bit.ly/2og2J9K


Product – Consumer/Industrial Data ⎯ Sales/profitability figures increased against targets in value, volume and profitability ⎯ Increased distribution ⎯ Market share growth against competitive products, or penetrating key consumer groups

or geographical areas ⎯ Consumer attitude shifts ⎯ Lower manufacturing costs ⎯ Payback period for investment Influencing factors ⎯ Launch advertising ⎯ Increased advertising spend ⎯ Sales promotions for example, extra shelf space, special offers, in-store promotions ⎯ PR campaign ⎯ Price reductions ⎯ Sales force changes ⎯ Distribution increases ⎯ Market trends ⎯ Competitive brand activity ⎯ Product line changes Example case studies

BT6500 Product Range for BT by Alloy Read the case study: http://bit.ly/2o6xl0q

Lysol / Dettol No Touch Hand Wash for Reckitt Benckiser by Kinneir Dufort

Read the case study: http://bit.ly/2o6qyDQ

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Tips for evaluating · PDF fileSuccessfully measuring design effectiveness does ... factors are advertising and ... ⎯ Ability to plan strategically/analyse critically the overall