Design has the power to shape, engage and move; Therefore design is a crucial component for the development and success of any business idea.
[Illustration: Ted Dixon]
Talking about design in connection with successful business models and profit still raises some eyebrows and is met with a certain kind of disbelief or mistrust. This despite a wide range of successful case studies across all industries clearly illustrating the point otherwise.
The direct impact of design and strong connection between a flourishing business and a thorough strategy for design has been proven many times. The most famous case is the often-quoted example of Apple and its rebirth and steep rise to success with a dazzling row of new and innovative products; products that not only met the consumer’s needs but created whole new genres. This ongoing success was possible through an integrated approach – putting cutting edge design at the core of the process. Other great examples for the power of design as an important part of a successful business model is Starbucks – a simple coffee shop turning into a global phenomenon, replicated a thousand times and successfully expanding its position, or Netflix – reinventing the old business idea of video rentals. It not only survives but also thrives despite the digital revolution and downfall of old media. These examples illustrate that when we talk about design as a tool for business success, the idea is not a simple and mere superficial beautification, a last polishing on a finished product, but much more. For design to be a key to success it has to be implemented from the beginning of the development and used as a core component of the process. Design is a strong tool to enhance and strengthen a product or service – any kind of business idea. Design can work as a strong differentiator – setting a product apart from tough competition.
So in what ways can design enhance products? Far beyond a pleasing surface, it is important to engage customers on a deeper level. No matter what the product or service, from electronic gadgets, the newest iPhone app or basic services like a coffee shop. A well-received product is a well-designed product with the user, or more precisely the user’s experience at its core. Not only the look and feel – the logo, shape or packaging has to appeal. But going further, the overall concept – the narrative told by the product or service has to be able to deeply engage the customer and meet their needs – allowing them to identify with the product and engage with it. Therefore involving design, no matter if working with an in-house design team or an outside consultant, is about creating innovative and engaging solutions for a whole process, generating a unique user experience and developing lasting engagement with your target audience. By making design a prominent part of the development process and not only the final product, both product and process will be deeply enhanced. — Karin Aue
Karin Aue currently lives and works between Singapore and Tokyo. She is an experienced Creative Director and Project Manager. Her recent area of research includes interdisciplinary design practices, narrative strategy and place making, putting theory to practice through the strategic implementation of projects.