27 November 2013

[Report] Leading Business by Design

Be the first to share

Design is now firmly on the business agenda. No longer the cherry on the cake for high-end goods and luxury brands, over the past decade it has gained relevance for the way organisations are structured, how they operate and how they think. An increasing number are starting
to use design strategically – to differentiate themselves from the competition, to launch new brands and strengthen existing ones, and to inform strategic choices. There is already considerable evidence for design acting as a mechanism for business growth and innovation.

This research, conducted by Warwick Business School on behalf of UK Design Council, aims to build on such evidence by asking business leaders of various organisations how they use design, and how they benefit from it.

Interviews with business leaders from world–class companies like Barclays, Diageo, Virgin Atlantic and Herman Miller led to three main findings:

  1. Design is customer-centred – Benefit is greatest when design is intimately related to solving problems, especially customers’ problems.
  2. Design is most powerful when culturally embedded – It works best when it has strong support in the organisation, especially from senior management.
  3. Design can add value to any organisation – Design can benefit manufacturing and service-based organisations, small, medium or large.

The report’s eight recommendations for how companies can maximise the impact of design:

  1. Don’t limit the context in which design can operate
  2. Use design to differentiate
  3. Integrate design and branding
  4. Introduce a design process
  5. Trust and support your design talent
  6. Embed design in your organisational culture
  7. Design your work environment
  8. Don’t let the designer’s role be a straitjacket

Be the first to share
14 August 2016
The psychology of scarcity: what behavioral economics can teach design
Eldar Shafir, professor of psychology and public affairs at Princeton University and coauthor, with Sendhil Mullainathan, of the book Scarcity: The New Science of Having Less and How It Defines Our Lives (Picador, 2013), talks …
13 August 2016
New book on how corporate anthropology can help businesses grow
On the Brink: A Fresh Lens to Take Your Business to New Heights by Andi Simon PhD Greenleaf Book Group Press July 2016, 184 pages Abstract Innovation has become such a ubiquitous value, it's in danger of becoming cliché. Companies …
31 July 2016
Examining cultural need: discussing design anthropology with Amélie Lamont
Designer Erin Lynch recently interviewed Amélie Lamont, a NYC-based design anthropologist, and the result is quite stimulating, particularly also on the topic gender and racial gaps in the design industry. According to Amélie, "design anthropology focuses …
31 July 2016
Can ‘user experience’ experts become ‘customer experience’ experts?
For those of us who are puzzled about what exactly the difference is between UX and CX, Toby Bottorf, principal at continuum, situates the difference as one of scale: "The difference is one of scale. You’re …
22 July 2016
A nudge toward participation: Improving clinical trial enrollment with behavioral economics
A nudge toward participation: Improving clinical trial enrollment with behavioral economics Eric M. VanEpps, Kevin G. Volpp and Scott D. Halpern (University of Pennsylvania) Science Translational Medicine - 20 Jul 2016 Vol. 8, Issue 348, pp. 348fs13 Interventions informed …
11 June 2016
Reflecting on the Enterprise UX conference
Anthropologist and UX professional Natalie Hanson attended the Enterprise UX conference in San Antonio, Texas this week. The conference is dedicated to delivering useful, delightful, and humane experiences to people who work for and in …
6 June 2016
How To Design With Discipline: UX Lessons From 3M
The 3M Health Care Business Group follows a strict UX design process that allows for complexity—but isn't overly complex. Jerry Cao and Eileen Conway report on the UX approach at 3M in Fast Company, and explain …
19 May 2016
Transition design as postindustrial interaction design
The School of Design at Carnegie Mellon University has started talking about 'Transition Design.' In his long reflection about this new kind of design practice, Cameron Tonkinwise, CMU's Director of Design and Doctoral Studies, writes: Transition refers …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

22 June 2016
A united energy economy: Experientia helps wrap up the CITYOPT Nice pilot project

Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly

Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]

18 January 2016
Experientia website completely reshaped

Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]

See all articles