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
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.
