The future value of design

Design as a strategic advantage

Design is a powerful tool. One that can, and should, have a much greater impact than styling alone. It’s been proven that businesses who incorporate Design Thinking deeper into their company culture, and strategic decisions, reap the financial rewards. 

Knowing the marketplace today is evolving faster than ever, and along with customer’s ever-shifting expectations, the pressure to innovate is greater than ever. Effective design can help your business discover future value.

The impact of effective design

For design to be at its most effective, we believe it should be treated objectively – whether it’s in a stand-alone project or as a process embedded into a business. Holding design to account removes subjectivity, avoiding decision-making from being driven solely by gut feeling.

At ELSE, we start by understanding the objectives of the business – whether that be increased revenue, operational efficiency or increased customer satisfaction – and define what project success will look like. We then further break down the problem space and start to design in metrics or measurable elements – setting us up to correctly understand the impact of any future design decisions.

Objectivity is born not only from measurement but the tools and the processes applied. The ELSE Experience Framework allows for objectivity to be introduced across the breadth of any product or service, enabling us to stay on track. 

At ELSE, design isn’t about winning peer-reviewed awards, it’s about having a positive impact on the business through effective design – the things we create, the way they are measured, and the culture that ensues. Design is as much about rigour and analytical thinking as it is about creative and innovative ideas.

Ideas that resonate

No idea’s a bad idea. A classic house rule from any brainstorm- but let’s be honest- at some point you really need to establish which ideas are in fact the bad ideas. And the sooner the better, to help mitigate excessive investment in projects that’ll likely fail.

Involving customers as early as possible in the development process is key to understanding market fit, paired with including key stakeholders from the appropriate parts of the business into any concept prioritisation sessions. This way, we are creating a collective consensus around ideas that not only have high customer desirability but high business suitability and high technical feasibility.

Alongside, we also believe in getting practical as fast as possible by building prototypes into the customer validation process. Prototypes, no matter how rough, allow us to have something tangible to be critiqued and subsequently built upon. Any prototypes are aligned to ELSE’s experience framework allowing strategy to be rolled into design, and then directly into the final product.

Through constant measurement, we can effectively track progress over time, at any stage in a project or at any moment in a customer journey. For example, we determine a high-value customer journey based on revenue, operational efficiency or customer satisfaction. Journeys should provide focus to consistently deliver the business objectives – whether in times of a downturn or developing new features.

The results are in… 

A perfect example of delivering impact through effective design is our recent work for Loterie Romande (Swiss National Lottery). During the engagement, a 250% increase in registrations was achieved and player volume doubled, which in turn delivered a 25% growth in sales. The overarching project objective was to offer a modern, relevant and personalised experience for players. The redesign far exceeded all original goals and brought a more entertaining and sophisticated experience to players living in Switzerland. 

The responsive new platform also opened up alternative revenue opportunities – having the positive side effect of increased funds available for social good. The additional opportunities were made possible through player tracking, cross-selling and targeted in-platform marketing.

“We are very proud of the recognition this award represents. The design of our online gaming platform has played a key role in the success of our technological leap forward. It allows us to respond to changes in the market and evolving consumer habits; we are addressing this increasingly connected segment of our clientele.” 

Jean-Luc Moner-Banet, CEO of Loterie Romande.

As well as demonstrating the direct impact that our design work has had on a business, this project also received the 2019 DBA Gold award for design effectiveness. Whilst we don’t strive to win awards, it’s great to have our work validated.

Design Maturity Review

Need design to have a greater impact in your business?

Our Experience Maturity Review uses objective design methods to identify where and how focus can be applied across the business to drive future value. Whether that increasing revenue, improving operational efficiency or improving customer/staff satisfaction.

Let’s talk