A couple of recent posts on measurement caught my attention (DMI event) and (UK DesignCouncil study).
It seems that companies that put an emphasis on design are elevating above commodity status. That makes sense. I know a lot of talk has gone into iPods. But for years now there have been smaller, cheaper, and arguably better MP3 players on the market; but Apple is by far the 800lb gorilla in the marketplace.
Design is about more than the look & feel or colors of a product. It’s a purposeful thought process that goes into making every aspect of the user experience better. It’s VW understanding that silicon-dampened grab handles are nicer than the ones that just slap back against the headliner. It’s Rally’s understanding that two drive-throughs are better than one. It’s Nike. It’s the Aeron mesh chair. It’s Starbucks versus Seattle’s Best. It’s Target versus K-Mart.
Companies that integrate design thinking are more profitable because it usually costs the same to manufacture a designed widget versus a not. Customers want to love their purchases. Good design does that. It starts conversations. It creates profit – and that is infinitely measurable.
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