Great design creates a great experience for users that gives businesses a competitive advantage and a long-term value. There are 5 ways to use design thinking to get a competitive advantage - focus on users, clarity about business goals, converting data points into design, design testing and deciding on establishing or hiring design team.

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How design gives business a
competitive advantage?

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1. Focus on Users
• Understand users’ needs, aspirations, expectations, likes, dislikes and
motivations
• Treat users like human beings
• Know your users through user experience research, ethnography and
surveys
• Create personas and experience journeys for these users
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1. Focus on Users
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2. Clarity about business and goals
• Be clear on whether you are doing business
• To increase conversions
• To increase productivity
• To reduce training cost
• To improve any other metric
• Know the time and money investments in design activity
• Decide who will take the responsibility
• Decide which design agency to work with
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2. Clarity about business and goals
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3. Converting data points into design
• Marry business goals and user goals through right business strategy
• Data from business, users, competitors or current market trends lead to
a crafted experience
• Most of these inputs are qualitative in nature, so find a right design
team
• Convert these qualitative inputs into real quantitative designs
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3. Converting data points into design
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4. Design Testing
• At various stages in product lifecycle, testing should be done 2-3 times
• Do formative testing early in the design
• Do summative testing in the later part of design
• A/B testing before releasing the design
• De-risk the design completely before releasing it in the market
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4. Design Testing
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5. Decide on establishing or hiring design team
• If you have a good or bad experience with design team, then you
already know the value of design
• If you have bad experience right at the outset, design team
establishment might get delayed
• So, it is extremely important to select right partner or the right team
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5. Decide on establishing or hiring design team
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Wrapping Up
• Great design = great user experience —> competitive advantage &
long-term value for business
• All five steps are important, but the selecting right design team is most
important.
• Select a design team that talks about value of design and ROI of
design
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Thank you