“Design creates culture. Culture shapes values. Values determine the future.”

3 Key Elements of a Design-Led Culture

According to Georgie St Clair from Major Digital, companies who are forward thinking and want to make their way in a very competitive world are increasinly looking to create a design-led culture. Below are his key elements to a design-led culture.

1. Customer knowledge

It is imperative to take the time to truly get to know your customer base. By carrying out market research and bringing the customer point of view to every business decision. Turn your business goals into initiatives your customers will appreciate. Add the personal touch.

2. Empathy for Your Customer Across Departments

Once you have established an understanding of your customer, design-led culture means every employee thinks about how what they do affects your customer.
Your Chief Marketing Officer, or whoever is overseeing a project, must bring the customer’s point of view to all decisions, translating business goals into customer-friendly initiatives. This should permeate every department of your business, beyond the design team - finance, legal, IT, marketing and operations.
Every employee should place themselves into each part of the customer's journey, in order to provide the experience that the customer demands.

3. Build, Test, Release, Build Again

As we have already discovered, your customers best interests should be at the centre of your objectives when designing your product or service. As your services or product develop through the process of brainstorming, building prototypes, testing and implementation, you should keep ideas fluid. But remember: good design is rapid.
Design-led companies aren’t afraid to take a product to market that may not be perfect. Like software developers, you then learn from your customers, write your findings into the next version, release version 2.0 and so the cycle continues.
Using this method ensures that you do not get carried away with ideas and concepts that you 'think' will work but rather develop services and products that you know will work based on customer feedback.
Working in such a fast paced environment with staff that feel empowered and customers who feel appreciated, will make going to work a very rewarding experience for everyone involved.

Full credits goes to Georgie St Clair and his full story here:

https://majordigital.com/news/3-key-elements-of-a-design-led-culture

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