Why design experiments matter

We know design makes a difference, but sheeesh it’s a struggle to prove it … it’s a frustration that affects studios of all sizes. Without concrete evidence of impact, design becomes vulnerable to budget cuts and is perceived as a cost rather than an investment.

Why traditional measurement fall short

Traditional measurements fall short because most rely on subjective feedback (‘the client loved it’) or vanity metrics (awards, social media likes). Both approaches fail to connect design to business value.

Even when agencies attempt more rigorous measurement, they often make critical mistakes:

measuring too many variables simultaneously
not establishing proper baselines
failing to isolate design’s specific contribution
collecting data without a clear hypothesis.

The solution? Design experiments

Design experiments apply scientific thinking to creative work. They help isolate variables, establish causation (not just correlation), and generate compelling evidence of design’s impact.

One agency we know transformed their client relationships by building small experiments into every project. They don’t add much time or cost, but because they’re self-evaluating, they’ve completely changed how clients perceive the agency’s value.

Best bit: they don’t have to be over-complicated.

A simple framework

Effective design experiments follow five steps:

start with a clear hypothesis
identify the minimum viable test
establish clear metrics and baselines
control for external variables
document and communicate results

So what?

Experimental approaches to measuring design impact transform how clients perceive your value. They shift conversations from subjective opinions about aesthetics to objective discussions about business results.

This approach requires more rigour and planning, but the payoff is substantial: higher perceived value, stronger client relationships, and the ability to justify premium pricing based on demonstrated results.

Next week: the practical steps to implement this framework.

As always, happy to discuss further, just email.

Carol Mackay

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About Carol Mackay

After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.

Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.

I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.

Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.

Always happy to chat, I can be contacted here.