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How to Build a Design-Driven Culture to Gain Business Momentum?

DQ Channels

September 23, 2021

Businesses are increasingly becoming design-led, and this is the most significant source of competitive advantage. They are creating end-to-end experiences for their customers by taking an integrated view of their customers' journeys and intertwining the products and services around them.

Common traits of Design Led companies

Design-led companies are customer-obsessed. They see themselves as one with their customers and their DNA is built around this. They exhibit these common traits: 

  1. Design to Express
    Businesses use design as a strategic tool to express their brand's core purpose, mission, and beliefs. They use eye-catchy designs that create an emotional connection with their customers. It creates awe and desire for their product or service. It makes the customer feel valued. Such businesses also use design as a tool to connect with their employees and other stakeholders.

  2. Integrated and Delightful Customer Experience
    Consumers in the digital age are motivated by convenience, personalization, and instant gratification. Design-led businesses strive to create seamless and delightful customer experiences across all touchpoints. They concentrate their efforts on improving the customer experience rather than the product or service.

  3. Culture of Continuous innovation 
    Continuous innovation is the only way companies stay relevant. Design-led companies experiment, collaborate and are in a state of constant evolution to build better products and services. They take an iterative approach to innovation to challenge the status quo.

The author, Priyank Kapadia is Head, Digital Practice, Accolite Digital.

The article has been originally published in DQ Channels.

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