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The dmi: Design Value System
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The value of design is difficult to define, but that doesn’t mean it can’t be done. 


The dmi:Design Value System provides valuable tools to

  • Communicate the advantages of investing in design
  • Assess the maturity of the design function
  • Benchmark the functional areas in which design adds value
Use them in tandem or as separate components to increase the value of design in your enterprise.



2014 results show that over the last 10 years design-led companies have maintained significant stock market advantage, outperforming the S&P by an extraordinary 219%.


The dmi: Design Value Index

Design is hard to isolate as a function and it operates differently by industry– which makes benchmarking to standardized metrics difficult. Instead, DMI chose to look at the value of design-focused organizations as an aggregate.  In 2013, DMI and Motiv Strategies collaborated to develop a market index that could be used to track how design-focused companies perform relative to the S&P 500 over time. Since then, 16 publicly traded US companies made the criteria for inclusion. The results supported a growing body of findings that good design drives shareholder value.



The Design Maturity Matrix


The dmi:Design Maturity Matrix provides a simple mapping tool to measure the maturity of design in any organization. It can be used as a diagnostic and communications tool to:


  • Understand the process maturity of design in an organization of any size
  • Create a common language for strategic discussions with cross functional peers
  • Map a path to greater design maturity
  • Align investments in design with business strategy
  • Increase the value of design in the enterprise

Download a printable PDF of the dmi: Design Maturity Matrix





The dmi: Design Value Map


To communicate the value of design it is essential to be able to use the language and metrics of peers in the disciplines of engineering, marketing and finance.


Based on the American Productivity and Quality Council (APQC) model that is often used in business and engineering, the Design Value Map pinpoints the functional areas in which design adds value across four parameters:

  • Revenue
  • Customer Experience
  • Organizational Learning
  • Process

Often the dmi: Design Value Map provides surprising insights into the extent to which design adds value in all areas of an organization. Once value is mapped, a business case for further investments in design initiatives is easily constructed.




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