When clients ‘get’ design
We know clients who use design well, those who integrate design throughout their business, are financially more successful (think Apple). It’s proven: design streamlines processes, explains procedures and builds a brand culture.
And understanding how a client uses design shows how they value design. Those who place absolutely no value on design, are far from an ideal client. Those who place a high value on design are more likely to integrate it throughout the business; they have a level of design maturity.
Realistically, most clients sit somewhere in the middle, with room for improvement. That’s a new business opportunity. And we all know it’s easier to get more work from existing clients than find new clients.
There’s three processes we use to identify a client’s design maturity. How they use design, where they use design, and to what level (maturity) they use design.
The idea of business maturity modelling derived from a U.S. Defence Department model to assess the capability of businesses supplying to the U.S. Government
A maturity model is often shown as structured levels from ad hoc practices, to formally defined steps.
The model describes how well the behaviours, practices and processes of an organisation can reliably and sustainably produce products or services.
The application of maturity modelling to design in businesses was started by the Design Management Institute in 2015 when they launched the Design Maturity Matrix. People from more than 300 organisations have taken the survey, representing 36 different industries.
InVision recently developed a Design Maturity Model that extended the work the DMI did.