VALUE AND TIPS FOR
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Free Guide

STEVE JOBS
Design is not just what it
looks like and feels like.
Design is how it works.
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DUHO
Design is not MARKETING
THOUGH THEY ARE OFTEN
INTRINSICALLY LINKED.
DESIGN IS CREATING A PLAN
TO SOLVE A PROBLEM, THEN
originating FORM & FUNCTION.
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Design-led companies
tracked over 10 years
out-performed the
S&P 500 Index by
approximately 211%.
S&P 500
DVI: 16 design-led companies
2005 2015 211%
Apple Coca-Cola Ford Herman-Miller IBM Intuit Nike Procter & Gamble SAP Starbucks Starwood Stanley Black & Decker Steelcase Target Walt Disney Whirlpool
Source: 2015 DMI market index study. http://www.dmi.org/?page=2015DVIandOTW
DMI DESIGN VALUE INDEX
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DESIGN ROI
£1 invested in design creates
£20 increased revenue over time
£4 additional profit over time
Source: 2014 The British Design Council http://vimeo.com/73619059
INVESTMENT REVENUE PROFIT

Source: 2014 The British Design Council http://vimeo.com/73619059
ECONOMIC VALUE
£33 billion UK annual design spend
£660 billion increased revenue
£132 billion increased profit
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UKPOTENTIAL

DESIGN
BENEFITS
BUSINESS
Aesthetics and user experience
are primary drivers of customer
and employee engagement and
confidence. People want to enrich
their lives by associating themselves
with products, brands and services
that elevate their experiences and
provide solutions to their problems
on many levels. Good design is
all about providing solutions to
problems and great experiences.
Great products, brands and services
bring people together and fervent
followers may become advocates
for the brand or business. These
followers are a valuable source of
insights and intelligence to improve
decision-making and, ultimately, to
inspire the development of better
products and services.
Customers trust brands that show
proficiency, vision and a directive
to provide products and services
that satisfy changing needs. How
a brand chooses to communicate
these qualities directly affects this
relationship. It is crucial to deliver
a consistent message and a quality
value proposition that addresses
the needs of the audience.
Creative solutions to business
issues often yield surprising and
innovative results. Design is not
limited to identity or products
and services, it can equally be
applied to the improvement of
business processes and internal
communications which builds
understanding and aligns
corporate culture with the
goals of the organisation.
IMPACT EFFICIENCYCOMMUNITY TRUST
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INSIGHTFUL PROBLEM-SOLVING EMPATHETIC PERCEPTIVE PRAgmatic DIVERGENT CAPTIVATING
Design begins with research to study the audience and understand their
behaviour. How can a product or service satisfy aspirations and needs that
the end-user may not even be aware that they have? The designer must
stand in their shoes to empathise with their appetites, inclinations, desires
and aspirations.
This perspective leads to deeper understanding of the innovation process
and, through a cycle of development and testing, it offers greater potential
for a more holistic final solution.
The principle of Design Thinking breaks this strategy down into three
fundamental questions that must be answered to achieve a great design
solution: is the product or service desirable, is it feasible and is it viable?
This methodology is not limited to new product or service development.
We can also apply the rationale with equal success to the creation of
new strategies and business models. By embracing creative and design
thinking we are able to uncover hidden possibilities and to amplify both
personal and business opportunities for growth.
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DESIGN THINKING
Does anyone want or need it?
Can it be done and will it work?
Is it affordable and worth the effort?
DESIRABILIT
Y
FEASIBILITY
VIAB
ILITY
GOLD
www.duho.co.uk For more on design thinking visit: http://www.dmi.org/?WhatisDesignThink

GREAT DESIGNER
CREATIVE, BUT ALSO...
2STORYTELLER
The goal is not to invent a
fairytale but rather to create a
compelling narrative showing
context, value and vision.
3PERSUADER
Empirical methodology,
clear communication, good
business acumen and
insightful market knowledge
are the foundation for any
creative rationale.
4DEVELOPER
Perceptiveness, eye for detail
and strong technical and
visualisation skills are potent
tools for the problem-solving
creative or designer.
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1STUDENT
Empathy for the audience and
understanding their mindset
is fundamental to developing
an effective and powerful
creative solution.
5SOLDIER
Ego is an unwelcome influence.
Enthusiasm for teamwork,
capacity to take direction and
knowing when to fight for the
cause are valuable and
productive personality traits.

GOOD DESIGN IS GOOD BUSINESS.
THOMAS J. WATSON
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HIDDEN VALUE OF ENGAGEMENTSEE BEYOND THE NUMBERS
A more cohesive vision for
the future is embedded with
stakeholders through better
communications and visual
targeting which aligns
thinking and opinions.
Clearer understanding and
inspired thinking helps
to eliminate or overcome
obstacles to the decision-
making process.
Smarter market intelligence
through improved research
stimuli leads to the
development of better
products and services.
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THE HIDDEN VALUE
OF ENGAGEMENT
Creativity as a business ideology must stem from the top. Business owner(s) and senior leadership need to drive change by promoting,
nurturing and supporting programmes that boost creative capabilities to give people space to express their thoughts or take risks.
Revenue and growth should not be the only markers for the success or failure. A creative business strategy and work-culture can help
to elevate a company’s profile or educate and motivate it’s workforce which may, indirectly, bring fiscal benefits.

HONEST INNOVATOR INSIGHTFUL THINKER INSPIRED SKILLED PLAYFUL CREATIVE FRIEND
There are many factors to consider before choosing the right agency
or designer for your brand or project: experience, portfolio, location,
price, etc. But perhaps the most important question to ask is:
“what is the value of their services beyond the basic issues of
money and deliverables?”
Do they understand your vision and can they zone in on the issues
quickly? Do they have good ideas or make insightful observations?
These considerations can prove important, saving you valuable
time and money in the long run.
Equally important is having rapport and building a good relationship
but remember that you have hired a designer for their creative
expertise in connecting with the audience so be open to a different
perspective. In creative matters two heads are always better that one.
Finally, unless there is a specific or technical reason to consider, don’t
be swayed by the “I’m an expert in this field” argument. A skilled
and creative thinking designer should be able to adapt to the brief
and does not, necessarily, need to be a specialist in your business
sector. Ask if they are confident in taking on the brief. An honest
person will admit to being out of his/her depth.
THE RIGHT FIT
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