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Research for Master Thesis

This study examines how design processes influence business decisions, especially in the early stages of product definition. By carefully analyzing this relationship, the study aims to highlight both the positive effects of design involvement and the obstacles that can get in the way of smoothly integrating design into decision-making processes within companies.

Design as a discipline has evolved in recent decades

Visual and aesthetics

Strategic competence

But companies still face significant challenges in integrating design into their processes, especially in their decision-making processes. While design drives innovation, are companies realizing its full potential?

Main objectives of this research

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Understand how design is used in contemporary business environments.

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Increasing recognition of design as a competitive advantage

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Provide strategic recommendations for designers and researchers

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Methodology

Secondary research

Primary research

Literature review
4 thematic axes
Product development
Design in business
Design in technology
Design operations

Analysis of relevant studies
Design within organizations
IBM, Mackinsey
British Design Council
Institute of Design Management
Danish Design Centre
Design in technology 2016-2018

Empirical research
5 interviews

Interviews with experts in design and management

Literature review

It involves the entire life cycle of a product, from the diffuse moment of the gestation of the idea, the development and definition of the solution and its commercialization.

Product definitions play an important role in determining the success or failure of a project (Mello, 2003).

Processes, defined as a
series of steps created and followed to set goals, serve as the basis for organizational activity. A company's operations must be properly managed to ensure the smooth operation of a product or service.

Paul Harmon mentions in his book
Business Process Change that organizations initiate change, redesign or improvement processes at different levels of concern.

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Innovation Process Overview. Adapted from "The PDMA Toolbook 1 for New Product Development" by Belliveau P., Griffin A., and Somermeyer S. (2002).

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The business process pyramid by Paul Harmon. Source: Business Process Change: A Business Process Management Guide for Managers and Process Professionals (2019).

Gathering data: Analysis of relevant studies

Positive aspects of the design

​

Above 40%

of companies included in th study state that design thinking helped with implementing a business or product strategy and improving project execution.

​​

The Total Economic Impact of IBM's Design Thinking Practice
IBM 2018

Financial rates

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DMI reporting a

211% superior.​​

higher return on investment for companies using a strategic design approach.


The Value of Design
Design Management Institute 2015

Every £1 invested in design

led to more than 

£20 in increased revenue

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Design delivers for business
British Design Council 2012

Retos al implementar diseño​

17%

(the mayority) of companies selected mentioned applying design metrics as one of the most difficult tasks

10%

developing a strong user-centric strategy

10%

incorporating design into decision-making

​The Business Value of Design
McKinsey & Company 2018

Primary research: Interviews with experts

Design practioners

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Design manager

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Management roles

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1

Progress & challenges

Design teams continue to struggle to gain buy-in for initiatives. Leadership support is crucial.

4

Challenges & Barriers

Measuring design impact with data and reaching consensus with stakeholders remains a challenge.

2

Leadership Role

Leaders who understand design's value can foster a successful design team environment.

5

Best Practices

Collaborative work, clear communication, and effective storytelling are essential. Documentation of processes and DesignOps practices help teams to share knowledge.

3

Implementation

Clear goals, a well-defined hiring process and cultural change are essential to the successful integration of the design team.

Key findings

Research insights

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Businesses with strong design practices outperform competitors financially.

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Design is no longer a peripheral concern but a central element of business strategy.

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Design has the ability to systematically analyze and solve problems, this makes it indispensable in today’s competitive markets.

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Design mindset is a critical capability for modern businesses to drive innovation and growth.

Strategic recommendations

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Diagnose

Analyze the current context, design needs, and organizational

culture

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Define

Set realistic goals,

define key roles & metrics, and choose appropriate tools.

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Implement

Monitor teams adopting design practices and optimize design operations.

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Scale

Evaluate results, standardize and map design interactions and build team career path.

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