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The Value of Design
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Design-driven companies outperform the
S&P 500
by 228%


The Value of Design

Much has been written lately about the strategic value that design can add to organizations of any scale and type.

"Take it From an Expert: Design is More Important Than Ever" 
Wired 3.17.2015
"#DesignInTech Report" John Maeda, Design Partner, KPCB 3.15.2015
"Design Gains Importance as Devices Get More Personal"  NYT 3.19.2015

But What is Design?

Simply put, design is a method of problem solving. 

Whether it is an architectural blueprint, a brochure, the signage system at an airport, a chair, or a better way to streamline production on the factory floor – design helps solve a problem. 

Measuring the Value of Design

While the recognition that design adds value is increasing, the design profession continues to face the challenge of helping organizations measure the contribution of design.

As an industry thought-leader, DMI undertook a series of studies, research programs, and symposia surveys to develop a system of tools and frameworks called The Design Value System (DVS) used to:
  • Communicate the value of investment in design
  • Assess the maturity of a design organization
  • Benchmark the areas in which design adds value

The Design Value System has three components: The Design Value Index, The Design Maturity Scorecard and the Design Value Map. 

The Design Value Index

DMI and Motiv Strategies, funded by Microsoft, began analyzing the performance of US companies committed to design as an integral part of their business strategy. Completed in  2013 the dmi:Design Value Index tracked the value of 15 publicly held companies that met specific design management criteria, and monitored the impact of their investments in design on stock value over a ten-year period, relative to the overall S&P Index.

Results show that over the last 10 years design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary 228%.

Read about the Index study here:  "A New Design Measurement and Management Model"
And "What is the Real Value of Design" that includes 8 topline ways design adds value

And the seminal work done by the UK Design Council  "The Value of Design Factfinder" UK Design Council 1.20.2007

The Design Maturity Scorecard

While the dmi:Design Value Index indicates a strategic advantage for those companies that invest in design, the tools to measure the maturity of design in any organization are underdeveloped.  The dmi:Design Maturity Scorecard provides a simple mapping tool to

- Understand the process maturity of the design organization
- Create a framework for strategic discussions
- Align design investment with strategy



The Design Value Map

Based on the American Productivity and Quality Council (APQC) model used extensively in business and engineering, the Design Value Map poinpoints the functional areas in which design adds value across four parameters:
- Finance
- Customer Experience
- Learning & Growth
- Internal Process

Used in tandem or separately, the dmi:Design Value System provides valuable tools to communicate the value of investing in design, assessing the maturity of the design function in an organization, and benchmarking the functional areas in which design adds value. 

Questions? Contact us.  


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