The following day we were still talking about the exhibition while having a drink at Ottolinghi, an East London restaurant where design was totally evident from the decor to the service through to the food. A truly integrated use of design. This got us talking about the added value this restaurant offered. We paid a good price for the food and wine but we felt we received very good value. This is the essence of design value.
We recognised it but we wondered if others did. So how is it that we can make such design value self evident to everyone?
This led back to discussions we had a few years ago with Bridgette Borja. Bridgette had written an article for the DMI magazine entitled the Four Powers of Design. In this she used a balanced scorecard to show how design added value in every aspect of a business.
When I recently re read the article I saw that she linked this to the discipline of Value Management.
Value Management is a recognised business process that has an Australian standard (AS 4183—2007) which makes it a good starting point to try proving design value.
It lead us to thinking.
What if you could develop a Design Value Management standard that would have recognition by businesses.
Value Management has three guiding principles; the perceived usefulness, benefits and importance of an entity. These are the factors that determine its value.
We have taken these principles and built them into a Design Value Management methodology as shown above.
We are now testing that with a number of ASX listed companies.
We will report back on this at a later stage. If you would like to get the details when they are released just send Greg and email.
To prove design value the industry will need to talk in terms that business owners know. We need rigorous, proven business processes that can be applied to proving design value.
Contact Greg Branson if you would like to learn more about the many programs the DBC offers.
Greg’s passion is the research and development of methods that improve design management and the role of design in business.
Greg has developed The Design Business School to help owners manage their business better along with showing designers how to get more involved in the studio and develop their career path. Contact Greg.
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