CHAPTER 02INTRODUCTION: Merging roles of business, technology, and design
A study by Design Management Institute (DMI) found a 228% differential between design‐centric companies and the S&P 500 Index. Corporations that made the list include Apple, Coca‐Cola, Ford, Herman‐Miller, IBM, Intuit, Newell‐Rubbermaid, Procter & Gamble, Starbucks, Starwood, Steelcase, Target, Walt Disney, Whirlpool, and Nike.
In a separate 2018 research study of the business value of design by McKinsey, the data also showed that top design‐centric companies were outperforming their competition by as much as a 2X multiple.
DESIGN MANAGEMENT INSTITUTE: DESIGN VALUE INDEX
At the same time, the beginning of this millennium brought technology and digital systems front and center in people’s work and life. It’s not surprising that eight of the 10 most valuable companies in the world today are technology companies. Technology is revolutionizing everything, and the world is getting rapidly digitized. Can the same emphasis on design continue to propel organizations forward? The answer is: It depends.
An updated playbook is needed to merge the dynamic nature of technology with traditional design practices. Differentiated digital experiences that are created when digital tools are built and deployed thoughtfully ...
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