People believe with their eyes. Everything we see is immediately processed by our brain. And this is where the core competence of design is revealed: ideas can be experienced and felt through visualisation and emotionalisation – whether through images, sketches, films or diagrams. Visual representation allows us to gain an impression of a brand’s future. In other words, design lends structure, establishes guidelines and supports a brand’s objectives. Design also provides room for change, stimulates the imagination, encourages the joy of experimentation and fosters the will to change.

Designbewusste Unternehmenskultur damit Erlebnisse statt Produkte und Services verkauft werden

Why do some companies manage to reach out to our emotions where others fail? Companies like these have one thing in common: instead of trying to make the biggest, fastest, least expensive or most powerful product, they focus on the needs of their customers and users from the very outset when developing their products and services. And they score points with good product experiences.

They gear their entire organisation towards design. In such “design-first” cultures, all employees think about customer requirements, user-friendliness and the product experience. All of them are invited and expected to develop ideas. This is precisely what is needed to make products and services even better, simpler and more innovative and, in doing so, to impress customers with good product experiences.

The business value of design


busines value of design

Analytical leadership

“Design is more than a feeling” Design is strong leadership based on an analytical foundation. The most powerful companies measure and promote design performance with the same rigour as they do revenue and cost.

Cross-functional talent

“Design is more than a department” Design is a talent that works cross-functionally. Top companies make user-oriented design an assignment for all employees in order to avoid a silo mentality.

User experience

“Design is more than a product” Design is usability and user experience. Top companies are breaking down the barriers between physical, digital and service design.

Continuous iteration

“Design is more than a phase” Design is a continuous process of further development. The most efficient companies reduce the risk of new developments by continuously listening, testing, repeating, discarding and improving.

News from ERNI

In our newsroom, you find all our articles, blogs and series entries in one place.

  • 22.11.2023.

    Recognising trends: An insight into regression analysis

    Data plays a very important role in every area of a company. When it comes to data, a distinction is made primarily between operational data and dispositive data. Operational data play an important role, especially in day-to-day business. However, they are not nearly as relevant as dispositive data. This is because these data are collected over a longer period of time and provide an initial insight into the history or the past.

  • 08.11.2023.

    Why do we need digital transformation for medical devices?

    For hospitals, it is not up for discussion as to whether they want to digitalise. The increasing age of the population in western countries and the progressive shortage of medical professionals mean that without digitalisation, the healthcare system will not be able to provide the quality that patients want in the future.

  • 25.10.2023.

    Mastering the challenges of mobile app testing: Strategies for efficient quality assurance

    Discover the unique challenges faced in testing mobile applications and learn how to overcome them effectively. From selecting suitable devices and operating systems to leveraging cloud-based test platforms, test automation and emulators, this article provides seven essential strategies for optimising your mobile app testing process.

  • 11.10.2023.

    Incorporating classical requirements engineering methods in agile software development for a laboratory automation system

    Traditional agile methodologies can sometimes struggle to accommodate the complexity and regulatory requirements of laboratory automation systems, leading to misalignment with stakeholder needs, scope creep, and potential delays. The lack of comprehensive requirements documentation can result in ambiguous expectations and hinder effective communication among cross-functional teams.

  • 27.09.2023.

    Unveiling the power of data: Part III – Navigating challenges and harnessing insights in data-driven projects

    Transforming an idea into a successful machine learning (ML)-based product involves navigating various challenges. In this final part of our series, we delve into two crucial aspects: ensuring 24/7 operation of the product and prioritising user experience (UX).

  • 13.09.2023.

    Exploring Language Models: An overview of LLMs and their practical implementation

    Generative AI models have recently amazed with unprecedented outputs, such as hyper-realistic images, diverse music, coherent texts, and synthetic videos, sparking excitement. Despite this progress, addressing ethical and societal concerns is crucial for responsible and beneficial utilization, guarding against issues like misinformation and manipulation in this AI-powered creative era.

  • 01.09.2023.

    Peter Zuber becomes the new Managing Director of ERNI Switzerland

    ERNI is setting an agenda for growth and innovation with the appointment of Peter Zuber as Managing Director of the Swiss business unit. With his previous experience and expertise, he will further expand the positioning of ERNI Switzerland, as a leading consulting firm for software development and digital innovation.

  • data230.08.2023.

    Unveiling the power of data: Part II – Navigating challenges and harnessing insights in data-driven projects

    The second article from the series on data-driven projects, explores common challenges that arise during their execution. To illustrate these concepts, we will focus on one of ERNI’s latest project called GeoML. This second article focuses on the second part of the GeoML project: Idea2Proof.