The Business Value of Design

Design has been shown time and time again to improve business outcomes — revenue, customer acquisition and brand equity. But it’s long been a sore topic for us. We want to create great work and we don’t feel we need a reason to do it. Humans naturally gravitate towards well designed products — so isn’t that all the evidence organizations need? But sadly not everyone has such a clear-eyed view of design, so we need to get better at speaking the language of business and influencing stakeholders to bring the ROI of design into plain sight.

Understanding the design maturity of your org

Building relationships to create influence

Focusing on outcomes over outputs

Connecting design to business value

Calculating ROI to advocate for design

Calculating the ROI for redesigning the cart — reducing customer service tickets. Source:
Using the Google H.E.A.R.T framework to establish design metrics. Author/Copyright holder: Google Inc. Copyright terms and licence: All rights reserved.

Irish designer based in Hamilton, Ontario. Typography enthusiast and maker of bad jokes. Senior product designer at Felix Health.