Design in a Business Context

Question 1

Business Triggers of Design

Answer 1

1. Business Objectives (To start a company)
2. Design Demands (Web and packaging design)

Question 2

Company mission, vision, values, and positioning:

Answer 2

1. Positioning—How we differentiate from our
2. Values (What we stand fro and how we behave)
3. Mission - How we plan to achieve our vision
4. Vision - What we aim to achieve
5. Purpose - We why exist

Question 3

THE THREE STEPS OF DESIGN THINKING (BAARS):

Answer 3

1. DESIGN BEING: gives the brand its identity (based on the purpose, vision and mission)
2. DESIGN THINKING: helps to create a holistic customer centered product experience
3. DESIGN DOING: presentation in line with the corporate identity

Question 4

DIFFERENCE IN CORPORATE IDENTITY & CORPORATE DESIGN:

Answer 4

1. Corporate Identity (company culture, communication)
2. Corporate design (brand logo, design guidelines)

Question 5

THE FOUR CORE ASPECTS OF A BUSINESS:

Answer 5

Externally:
WHOM … do I serve? (= customer) …
do I produce? (= my product/ service
WHAT … … do I produce? (= my product/ service)
—
Internally
How: do I act? (= design principals)
Who… am I? (= mission, vision)

Question 6

THE DESIGN CANVAS: THE FOUR CORNERSTONES OF DESIGN

Answer 6

1.Whom do i serve?
2. What do I produce?
3. Who am i?
4. How do i act?

Question 7

Design Going

Answer 7

DESIGN DOING: based on the design canvas, the design process now culminates in a Design Brief

Question 8

WHEN IS DESIGN SUCCESSFUL?

Answer 8

DESIGN SUCCESS:

▪ deliver to the brief ▪ satisfy and align with the business case, brand vision/ values, and the target market

Question 9

TOOLS TO MEASURE PERFORMANCE:

Answer 9

Radar chart Benchmarking Balanced scorecard (considers financial, customer, internal processes, innovation, learning)

Question 9

TOOLS TO MEASURE PERFORMANCE:

Answer 9

Radar chart Benchmarking Balanced scorecard (considers financial, customer, internal processes, innovation, learning)

Question 10

What is Porter in Competitive advantage through design?

Answer 10

PORTER: organizations must decide between low cost, differentiation, focus to be successful

Question 11

What is Kotler in Competitive advantage through design?

Answer 11

KOTLER: users are mainly concerned with quality, service, value -> no valid metric for differentiation anymore (expected anyway)

Question 12

SPECIFIC METRICS FOR MEASURING UI/ UX DESIGN

Answer 12

1.TIME-RELATED METRICS (User-engagement time)
2. SATISFACTION-RELATED METRICS (Customer Satisfaction Score, Net Promoter Score (NSP) and ROI)
3. Revenue-Related Metrics (Benchmarking,Design ROI)