A Design Strategy Does A Business Good


Big or small, all businesses can reap rewards from good design.

Those who live and breathe design already understand the power that it can have for a company. From enticing customers to creating products, design plays a bigger role in business than it gets credit for. More and more major corporations are starting to realize this fact, creating chief design officer positions as a result. Here’s some thoughts on how design can improve your business.

Making better products

Most businesses understand the role that design plays in creating products that are not only easier to use, but that consumers also find more appealing. But problems occur when those design influences aren’t allowed room to innovate. It may seem counterintuitive, but new products can be scary for businesses, even though they know they need them to grow. New means change and that can clash with the way things have been done in the past.

Improving the customer experience

When it comes to creating a better experience for a customer, you don’t have to be a designer to have an impact. Any person connected to a product can provide insight leading to improvements via design thinking.

 But what is design thinking? Simply put, it’s a process where we try to move beyond the expected, challenging the usual ideas, resulting in new ways of addressing old problems. It’s the modern-day take on brainstorming.

 There are five stages to design thinking:

  • Empathize—put yourself in your customer’s shoes

  • Define—specify what your customer’s problem is and what they need

  • Ideate—create innovative ideas by challenging the old ways

  • Prototype—build new solutions

  • Test—experiment with the new solutions to determine what works best

Since design thinking is all about being out-of-the-box, you don’t even have to go through the stages in order. Play with them and see what works for your given problem or project. What matters the most is not losing sight of the actual customer in the process.

 In the end, the time and resources you put toward the use of design can actually improve your entire business. Adobe did a study on creativity in business and found companies who fostered creativity had a 1.5 times greater market share than their competitors. So, opening your people up to design thinking can do more than you realize.