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Design-Driven Companies Succeed

Posted on July 22, 2015 by Clint McKoy

If there's one thing we've learned from innovative companies over the last decade it's that design-driven businesses succeed. We're at the genesis of an emerging trend where consumers begin to value (and choose) appealing products with great user experiences. Companies who value aesthetics and embrace user experience will succeed, and those who refuse will suffer.

So, why is it so important for businesses to value beautiful aesthetics and world-class user experiences?

This well-put InVision article provides an enlightening answer:

"Studies have shown that beauty alters how we think and behave. It inspires positive emotions, creates pleasure, and increases happiness. People perceive attractive things to work better, whether or not they actually do."

User Experience design is all about designing for the end user. Fanaticizing over the little details, ensuring the product works on on all screen sizes, operating systems, and browsers at anytime, anywhere. 

Combine tasteful visuals with user experience design and you get a product that is visually appealing and pleasant to use. This creates happy customers, and happy customers become repeat customers who tell their friends.


Yeah, but can you measure this?

It's true that design can be difficult to measure, but it's not impossible. DMI reports:

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

There is a major financial advantage gained by companies who make design a priority! Design-driven companies are healthy companies.

How does a company prioritize design?

Simply hiring a designer or two doesn't make you a design-led organization. Aesthetics and user experience must be at the core of your business in order to make a real impact. Design-thinkers must be involved at the start of the problem-solving phase.  Apple recently named Jony Ive as the first Chief Design Officer, reporting directly to the CEO. They're saying that design and envisioning are just as important as any other business decision. Business minded folks are crucial to any successful company, but marrying smart business practices with design envisioning creates an unbeatable force

It's all about people

It really is all about people, your end-users, whomever they may be. Design-led companies create products that customers love. Period. Creating well-designed products with exceptional user experiences is a lot of work, but always pays off in the end, 228 percent, to be exact.