Strategic Design
Strategic design is looking at the total experience for customers. From the first contact (like a website) through the entire experience with that company. The same brand, design principles and experience should exist in the customer support experience as much as the storefront.
A design strategy is as important as the brand for modern corporations.
Design strategy bridges business and technology. It is part of your corporate DNA and requires collaboration across the business.
Design can provide a way to measure success just like costs and revenue.
Design as a core value makes good design everyone’s responsibility.
Design as a process is an iterative process of listening, testing and improving
Design identifies the opportunities (pain/gain/delight) for the target users.
Design is more than the product - it’s the experience across physical, digital and service
Products with a higher Design Index score are 2x better
Companies with top-quartile McKinsey Design Index scores outperformed industry-benchmark growth by as much as two to one.
The study was across different industries; medical technology, consumer goods and retail banking. Regardless of the industry, companies with good UX had greater revenue results than their competition.
Products in a competitive landscape do better with a great UX.
When all of the competition has similar features, pricing and market share, UX is the key differentiator.
A bad user experience is shared within moments on social media.
Strategic Design has an impact on the entire organization
Design touches every team in your business. Done well, the experience of brand and function feels seamless and pleasurable to the customer.
Companies that embrace shared metrics around customer satisfaction and Net Promoter Score create a differentiated customer experience.