Design is practiced from ages. Invention and evolution process of wheel was actually a design process. There were problems of transportation of goods. People must have gone under various observations. They must have made prototypes and would have tested. Eventually design was evolved.
With the connect of the above story, it is clear that evolution happened in various sectors of industry. But why was the evolution needed? And what were the factors that shaped evolution?
After the industrial revolution, industries started to invest in research and development. This was to keep an upper hand in the market. Automotive industry picked it up fastest, later came food industry in the picture and so on. With this, user or consumer started getting attention. Slowly Human-Centric approach appeared. Consumers started becoming prime important factors for industries.
With the evolving technology, needs and aspirations of consumers also got evolved. The mindset of consumers evolved from need to experience in following way
Need > Efficient > Satisfaction > Experience > Next…
If you take any product and trace its evolution you will find the above parameters in common. Before industrial revolution consumers were in need of the products that would help them survive. After World War II the economy was juggling on stings as it suffered losses. That drove the consumer’s mindset to efficient sources of the developing these products. Later a stable economy started developing and an urge of satisfaction in consumers got developed. In a very short period of time this shifted to experience based consumer mindset. Today’s consumer is ready to pay more for an excellent experience, whether be it related to sitting in a car or sipping a cold drink.
Today’s consumer is impatient. If an app is not simple to operate they delete it within a minute. Every time they go to a shopping mall, they have so much of variety and brands serving. This gave them the superpower of decision making. A product gets just 3 seconds to prove itself. If it proves right only then it stays in the hands of customer or goes back on the shelf.
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How do industries sustain this competition?
A company must know its target audience thoroughly before launching their product. This becomes the first step in the design process. If your product can hit the right string of the heart only then a consumer is going to purchase it. And How do you hit this string?
The development for the above mentioned consumer is a stringent yet important task. But with changing lifestyle and needs of employees, an organization must understand that this EXPERIENCE must evolve with time. This development must happen constantly and should become rich with time. To make this happen an approach of design thinking must be applied.
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The value of design is difficult to define. The design is hard to isolate as a function and the design function operates differently by industry. That makes bench-marking to standardized measurement metrics difficult. Instead, DMI (Design Management Institute) 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. 15 publicly traded US companies made the criteria for inclusion. The results supported a growing body of findings that good design drives shareholder value.
DMI Design Value Index (Source: Design Management Institute)
The companies investing in design were able to sell their products or services far more effectively, with sales representing an average of 34% of growth in their turnover, compared to just 18% in companies that did not use design.
Over ten years period, design-driven companies outperformed the rest of the S&P index by 228%.
We at Keon Designs use this design thinking to serve our clients. It has been recorded that our clients have generated commendable results with our approach. To get in touch with us for supporting your company please contact us on the following link.