We don’t believe it’s a coincidence that design as a discipline is gaining territory. Customer expectations are rising quickly, as they are being influenced by cross-industry experiences. Experiences with Netflix may influence your expectations for your cinema visit and an order at Amazon influences your expectations when buying a car online. Next to that, it is becoming increasingly easy for customers to substitute to competitors. Even if customers had just one bad brand experience, up to one third of them would go elsewhere.
However, it’s not just customers who benefit from well designed experiences. So do organisations. As early as in 2014, the Design Management Institute showed that design-driven organisation outperformed S&P by 228% in ten years time. It showed that using design as an integrative resource to innovate was a huge driver for successful business. That trend has been even more relevant in the last few years. In their prominent article on the business value of design published in October last year, McKinsey confirms DMI’s research that design-led organisations can outperform benchmark growth by two to one. Most recently, Invision has published an extensive research that shows that customer satisfaction, brand equity and revenue, amongst other things, can greatly increase when using design as a key driver. No wonder organisations are jumping on the design bandwagon by the dozen.