- Because design humanises innovation as it is perfectly client-oriented and closely linked to the solution to consumers’ real problems.
- Because it promotes and channels the rethinking of the innovation process from the perspective of the combination of tangible elements (product) and intangible elements (interaction with the user).
- Because, once it is integrated in the strategic processes of a company, it is the key to their differentiating themselves from their competitors in a world that is increasingly commoditised.
Design can add value to any organisation, by:
- Promoting disruptive innovation and the opening of non-disputed market niches.
- Differentiating (decommoditizing) products and services in order to attract clients.
Strengthening the brand, embodying the values of the company and making it more recognisable.
- Strengthening the brand, embodying the values of the company and making it more recognisable.
- Improving the innovative capacity of the company, providing a more structured and consistent approach to the development of new products/services.
It provides quantitative benefits (sales growth, increased market share, cost reduction or increased efficiency in production, reduction of time-to-market) and qualitative benefits (greater brand recognition, increased client satisfaction, greater product/service consistency, or the reduction of the failed projects rate).