How do we create profitability with design?

You and your recipients get in contact with design on a daily basis. Even if you don’t always register it, it affects what you feel about different companies, products and services. Today, users have a clear idea about what’s working and what’s not. Complicated design hurts the brand, while you barely notice smooth and functioning design.

McKinsey has gathered data revolving design from 300 listed companies within different branches. What is their conclusion? Companies that decide to up the ante towards design increase their profitability twice as much as those who don’t. The report landed in four leading points to guide you in how to create design that conduce the increasing of profits.

1. Prioritize and analyze

The most successful companies understand how important it is to measure and analyze design data. It’s still common that result analyzes of design is considered less important than those of cost and earnings – even though they’re equally important for the profitability. Besides, many overestimate their understanding for the final client and create design based on their gut feeling, instead of substantial information. Today we have huge possibilities to gather feedback, measure, analyze and optimize. Make sure to make the most of the possibilities!

2. Function and user experience

The total experience and function play a crucial role in what the receiver thinks about the service, product or brand.

That’s why it’s important to get thorough insights about the target group, to think through the whole user journey and to adapt the design based on what the needs are. The analysis show that only half of the participants did user research before coming up with their first idea.

3. Incorporate the design throughout the whole company

The design thinking needs to be present in the whole company and it needs to be present throughout the whole work process. That way, it’s everyone’s responsibility, and it gets easier to keep an even and high level. You can also make the people in charge of the design, the people that create it or the people that are in contact with the design creators, sit at different locations at the company. Try to create an open culture where everyone can come up with ideas and the design talents can grow and evolve.

4. Coordinate everything with the final user

We know we talk a lot about the importance of getting to know your recipients – but it really is super important. And it’s not just a one-time thing. It’s an ongoing, never-ending process. That way the chances of a successful result increase, and the risks of expensive mistakes decrease. The best results in the report come from companies that continually learn, test and coordinate with their final user. It’s also important to look into other kinds of valuable information- about competitors, for example. Today we have the technical possibilities to adapt products and services in real-time, like with the help of AI.

Book a meeting with us if you want help in creating functional and thought-out design that relies on data from the user, client or the recipient.