Feb 01, 2022
In Wellness Forum
You may have heard of “design-driven strategy” or read recently about how design-driven businesses are becoming very successful. But if you're unfamiliar with the term and aren't a creative person yourself, you might not fully understand what it means or how it might affect your business. In fact, this approach to business can be extremely powerful, and it's something your organization can take advantage of, if you have the right talent. How Emerging Design Thinking Trends Are Driving the Need for Better Creative Staffing in Business So what is design thinking anyway? Sarah Faulkner, director of Faulkner Strategic Consulting, defines design thinking as "a form of solution-based thinking that begins with a specific goal and goes through several stages of iteration - divergence and convergence - to solve complex problems from a human-centered way. David Kester, director of David Kester & Associates, defines design as “the link between creativity and innovation”. Tim Brown, CEO and President of IDEO describes the role of design thinking in business "as a discipline that uses the designer's sensibility and methods to match people's needs with what is technologically feasible and what a strategy viable business can convert into customer value and market opportunity”. There is no strict protocol or set definition for design-based methodologies or principles. However, it can generally be defined as a way for businesses to use creative or design-driven means to solve structural, growth, and innovation challenges. And businesses that adopt it correctly are able to better engage customers and adapt to market changes. For example; IBM places great importance on design thinking to help meet the needs of its consumers with a human-centric mindset. As a creative staffing agency, we find that many companies are very interested in using a design-led approach, but lack guidance on how to do it right. That's why we place such importance on a thorough and extensive process when working with companies on a creative India Phone Number List leadership search. The right creative leadership and talent are key to embracing a design-driven business mindset. The design of any product or service is the foundation of any successful invention or idea. The notable emergence of design thinking has emerged mainly due to the mass of brands struggling to satisfy consumers and their growing and changing expectations. A design-driven company strives to improve the customer experience and focuses every aspect of its strategy around the consumer. Tips for Reaping the Benefits of Design Thinking Design-driven companies incorporate design into all aspects of their brand. Organizations that do this successfully drive innovation and successfully improve the customer experience. According to an Adobe study conducted by Forrester Consulting, the benefits of being a design-driven company are well worth the investment. 41% of design-focused companies attribute having advanced design practices to greater market share, and 50% of companies report more loyal customers. Here are some tips we've taken from our recent research of creative executives that companies should consider to improve their performance and bottom line: Don't limit design to creation Traditionally, designers have had a very narrow place in the company; part of the creative team operating in the marketing department. But designers – and design thinking – are capable of much more. Don't limit the design to a small box or just one specific scope under which it can work. It's not a one-step process - it should impact all elements of your business and strategy, from user experience and product development to customer service and marketing. execution. Whether developing the product or bringing it to market, design thinking should be adopted as a mindset for every aspect of your brand. Design thinking must be embedded in the culture of the organization A design-driven mindset should start at the top, with a cohesive vision for the brand and work environment you want. Strong support from the top of the organizational hierarchy is necessary if the whole company strives to adopt design principles throughout the company. Once this is accomplished, employees will follow. A forward-thinking mindset must be present throughout the customer journey According to Adobe, 91% of design-driven companies make design an integral part of their digital customer experience strategy. Just as forward-thinking design must be present in the culture of the entire organization, it must be able to support every part of the customer experience. Don't just implement design thinking at the start or end of marketing – it should affect the whole process from start to finish (and beyond). Building a strong team According to Adobe, 84% of design-focused companies invest in tools and services to make designing easier. However, one of the most effective ways to achieve desirable results with forward-looking design thinking is to build a team of knowledgeable creative talent. Design-focused companies must have a reliable team of design-focused professionals to successfully drive business results and innovation. Your human resources are the essential starting point for any internal project or process, so having a strong talent base is essential. Don't forget to partner with a headhunter and a specialized creative recruiter to maintain a constant flow of talent in your organization. Encourage collaboration Design-driven companies need to encourage and facilitate collaboration across teams and departments in the organization. Supporting teamwork and a collaborative work environment where peers can share creative ideas will dramatically improve performance and results. Facilitate seamless communication between different teams and drive design as an organizational effort. Focus on your customer first, always It's become a common platitude among marketers in recent years, but it's often overlooked when companies choose to focus more on their products and services. When we're in the process of recruiting creative staff, we always look for people who recognize the importance of putting consumers first, because at the end of the day, that's what it's all about. Think about it: if your consumers didn't exist, neither did your brand. The integration of business and design is only successful if it revolves around the customer. So when you focus on the creative or design element of a product or service, put yourself in their shoes to really get a sense of their needs and how you can meet them. And don't hesitate to involve them in your design process – it can create impressive results!