The document outlines a design audit process to analyze a company's branding, products/services, and operations in order to increase responsiveness to customers and support future growth. The audit examines 3 key components: 1) Products - functionality, user experience, sustainability. 2) Brand - differentiation through logo, website, media, marketing. 3) Operations - internal employee experience and external market trends and competition. The document provides questions under each component to help identify new ideas and opportunities for improvement.

1. Willogic 40 Design Audit ©2010
Design Audit
Willogic_40
© 2010

2. Goals and Outcome
Designing for results
The Goal of a Design Audit is to examine what design practices can
do to increase the responsiveness to your company’s brand,
products and services by analyzing current marketing plan,
business plan, and business practices; suggesting new operations,
technologies, and resources to increase your bottom line and
support future growth.
3 Key Components Involved in the Design Process
1.) Product
a.) Functionality
b.) User Experience
c.) Growth/Sustainability
2.) Brand - Differentiation
a.) Logo
b.) Website
c.) Media
d.) Marketing
3.) Operations
a.) Internal
1.) employees experience, participation and involvement
2.) shareholders, board members, constituents
3.) production
b.) External
1.) Market trends
2.) Competition
Willogic 40 Design Audit ©2010

3. Willogic 40 Design Audit ©2010
COMPETITION
PRODUCT
ANALYSIS
DESIGN AUDIT
OPERATIONS
ANALYSIS
BRAND
ANALYSIS
USER
EXPERIENCE
INTEGRATION
SUSTAINABILITY
LOGO
WEB SITE
MEDIA
MARKETING
PLAN
INTERNAL
EXTERNAL
EMPLOYEES
BOARD MEMBERS
MARKET TRENDS
MARKET
GROWTH
INVESTORS

4. PRODUCT/SERVICE
You know your product better than anyone.
Questions to Answer?
these may have obvious answers to you, but these questions are aimed at
identifying any new ideas.
1. What is it that makes customers like the products
you offer?
2. How do your customers benefit from your products?
3. Can you find these products anywhere else and
what makes your products better or different?
4. Do you see these products benefiting your
customers 10 years from now?
5. Is there any other products out there that are used
jointly with your product?
6. Do your products allow for repeat business?
7. How are your products initially presented to the
public?
8. Does your competition offer any other products
that you do not offer?
9. Do you get testimonials from your customers on
the products they purchase? What do they say?
10. If anything how would you improve your
products?
Willogic 40 Design Audit ©2010

5. BRAND
The crux of your company.
Questions to Answer?
these may have obvious answers to you, but these questions are aimed at
unifying your brand, and hashing out marketing practices.
1. Where do customers find your brand?
2. What does your logo tell about your company and
its products?
3. Is the content on your website/marketing material
succinct and efficient like a graphic logo?
4. Is your logo simple yet descriptive?
5. How do you educate your customers about your
products?
6. Does your brand have a chance against the
GIANTS? aka. TIDE, SunMaid, Apple, Sony, etc.
7. If not what’s missing? Graphics? Package?
Commercial Relevance? Public Presence?
Connectivity? Interaction? Daily Usefulness?
8. Does your brand energize your employees,
investors, or customers?
9. What is the main function of your website?
10. How do you primarily interact with your
customers?
11. Is your brand predisposed to media channels such
as radio, internet, T.V., video, newspaper, magazines,
flyers, brochures, postcards?
12. Is your brand producing buzz? If so where?
13. First thing that comes to your mind when you look
at your logo?
14. Do you know what company’s/demographics
respond to your brand the most?
Willogic 40 Design Audit ©2010

6. OPERATIONS
The way things work.
Questions to Answer?
these questions involve internal and external conditions with
ultimately have effect on operations.
1. Who are your competitors? Their market share?
2. What does the competition do to promote their
products?
3. What is the market of your local economy?
4. What do customers expect from a company like
yours when shopping or looking?
5. Are you getting feedback from customers on a daily
basis? monthly? weekly?
6. Do you have daily updates for your staff/
employees?
7.Do you participate in local events? industry events?
industry publications? local news publications?
8.Where are the breakdowns in communication within
your organization?
9.How do employees voice their opinions? ideas?
concerns? questions?
10. How do employees foster a brand image within
the company?
11. How often do you accumulate, organize, and
report statistics within the company?
12. What does your company rely on the most to run
effectively?
13. Are there team building practices done within the
company?
14. Are there growth and career development
opportunities within the company?
15. Is the company environmentally sustainable?
16. What slows growth of the company the most?
Willogic 40 Design Audit ©2010