Why Design Matters for Small Businesses
These are turbulent times for the business world and Design Matters in small businesses. Companies make efforts to adapt to the globalization of markets and competition. The expansion of the service-based economy, the impact of deregulation and privatization, and the knowledge and information revolution. An equally important (although less obvious) transformation is occurring in terms of design.
In the twentieth century, many organizations succeeded in facing almost linear improvements through reengineering, supply chain management. Increased customer knowledge, and cost control. These ideas were compatible with the traditional Taylor perspective, according to which the company is an entity. That creates wealth because it manages to do the same things better and better.
Today, actual competition no longer occurs in intensive scale industries, but in non-traditional “intensive imagination” industries. Companies perceive a growing demand for faster product development, design cycles, inventory turnover, and competitive response, with all that this implies for the individuals who work on them. Therefore Design Matters in business leaders do not only need to understand designers better; They have to become designers.
The Design Revolution in the Company
According to Roger Martin 1 in the 21st century. We are on the cusp of a design revolution in business. The creation of value in products will be defined thanks to the heuristic mechanisms of design. Heuristics do not guarantee success, but it increases the probability of reaching a successful outcome.
Design and business skills are converging. Design skill is, in essence, the ability to penetrate the mystery of a seemingly unfathomable problem. Whether it is a problem of product design, architectural design, graphic design, environment design or system design -, developing the creativity, innovation, and skill necessary to turn it into a way of knowing, understanding and mastering any problematic situation.
In the future, if they hope to succeed, according to Roger Martin, businessmen will have to look more like designers. That is, to become “masters of heuristics.” This change creates a massive challenge since it will require new forms of education and training. Since design skills have so far not been explicitly valued in the design matters business. Another consequence is that another type of business organization is needed. In many ways, traditional companies will have to look more like a design firm.
Innovation and Design
Design is an instrument that executives already have, but it has been underutilized. Today there are very few companies that take design seriously. Good design, in addition to influencing the physical and aesthetic features of the products, produces innovations in the experiences offered to the customer. And change is a crucial factor for success in a competitive environment. Not only do designers recognize this, but it also comes up in interviews with management gurus like Tom Peters 2 or Michel Porter 3.
Design Matters is understood as a central activity that confers a competitive advantage, because solving a functional problem reveals the emotional meaning that products and services have for users, and because it extracts the high value of this type of connections.
The Importance in Services
If we name the design, it is natural that the one related to goods comes to mind. However, the design of services, often forgotten, is of enormous importance in different directions.
First, each service has its design phase, which is not uncommon to involve different types of designers. For example, if we are dedicated to commerce, and we want to launch an online store, we will need to design internal processes, customer service, etc.
Besides, the design of goods itself has an essential impact on services. To conceive a building, including its interior, is not only to consider how the material support of economic activity will be, but it also helps to prefigure how it will develop.
Something similar happens with the design of the user experience. Although in an increasingly client-centric business world, it has the highest relevance, we can never forget the design of the process necessary to provide the service with which it is intended to shape that experience.
Companies that do not attach the importance it deserves to design are at serious risk of extinction. Its essence is growing in a world marked by the application of business knowledge to the design of goods and services tailored to the client.
In summary, an excellent graphic design, and having the right materials, can help you get rid of so many other businesses that offer the same as you, can help you build confidence by looking professional, and can even open doors where you thought the You had closed.