Good Design. A Business Strategy?

Design encompasses a wide area, not limited to the appearance of a product. Top businesses aware of this fact churn out products that are consecutive hits every single year. Such companies can exist (almost) forever, for instance, Swiss watch markers like AudemarsPiguet, have been operating since 1875.

Modern examples of good design are everywhere, like Apple’s range of products: the epitome of pure craftsmanship.

Currently, few businesses recognize the value of creating the standards in their industries, rarely using design practices when producing goods and services. The design comes as an afterthought, rather than a requisite during strategic planning.

Opportunities for Businesses in Design

As the design process progresses, generated ideas become prototypes. After rigorous tests, some fail, allowing the designer to come up with enhanced products built on the flaws of the predecessors. At the end of the process, innovative products emerge, which go beyond simply solving a consumer need, they create delight for users. That leads to more demand and perceived value, which is a catalyst for business success.

Regardless of the industry, market, and size; any company or individual can use design to hasten growth and receive higher returns on investment. For new businesses, design will help the company to recognize the audience's expectations and facilitate the creation of more targeted products.

The company will create sustainable products that prolong the life of the business by increasing its resilience against competitors. In the long run, the company will save on costs of altering designs during the implementation stage. Seamless design, like that perfected by Starbucks and Walmart, will allow the business to expand into international markets.

Implementing design processes make the business attractive to investors. Customers will also recognize excellent products and, ultimately, buy them regardless of the costs; it also promotes brand awareness.

Challenges of Design as a Strategy

First, most business owners are not aware of the returns of investing in sound design. They may lack the certainty that resources spent will amount in financial benefits. In small businesses, there is often no technical know-how of the process and some hesitation in seeking help.

Some businesses recognize the value of design and may have attempted to incorporate it as part of their strategy. Due to their limited capacity, they create products with a nice design which look good but don't function well or at all.

Finally, while addressing the challenges of design, it is essential to highlight the role of culture. Comprised of different facets, like the way we think and the ideas we hold, it has the most significant influence on the adoption of good design. In large organizations, the top leaders must be the drivers of change in the ideas and opinions to align others with their ideas of innovation.

Design as a Group Effort

Organizations are constantly interacting with their best source of design knowledge: customers.

“Organizations are constantly interacting with their best source of design knowledge: customers.”

Many customers are the best sources of design ideas. Inquiring on what needs to be changed in new products and releases is vital.  Something as simple as offering your products in new colors can lead to more sales. For new businesses just starting out, designers are the best people to take you to new heights. Invest in good design from the beginning, it can often be a game changer.