The document provides advice on how to judge good design, ensure design adds value to a business, and give feedback to a design team. It discusses how design-centric companies outperform others financially and that every £1 spent on design can return £20 in revenue. Good design follows a process, is objective, solves problems, and adds measurable value. When giving feedback, pick the right designer, provide a thorough brief, focus on objectives, and avoid design by committee. Upcoming talks are also listed.

2. Take outs:
How to judge good design from bad
How to ensure design adds value to your business
How to give feedback to get what you need from your design team

3. Founder of Thursday - a design studio
International speaker
Published author + illustrator
Passionate about creativity
Championing the value of design
About the author
Simon Harmer

4. How do we know design adds value?

5. Source: The Design Management Institute
In The USA, The DMI studied ‘design centric’ companies and saw that
they outperformed the S&P 500 by 211% over a 10-year period.

6. ‘Every £1 a business spends on design can
give you over £20 in increased revenue.’
Source: Design Council
Imagine a scenario, where spending
£100,000 would return your business
£2,000,000 in revenue.

7. The business value of design / October 2018 / McKinsey & Company

8. Examples of design-centric companies.

10. Why wouldn’t you invest in design?
“If you think good design is expensive,
you should look at the costs of bad design.”
Dr Ralf Dieter Speth
You only really notice design when its bad.
Good design just works.
What does bad design look like?

11. Fancy a hair cut?

12. Would you wear this t-shirt?

13. Which way is up?

14. SOOO complicated!

15. Actual websites that have existed online.

16. Big brands also get it wrong..

17. In January 2001, Royal Mail rebranded to ‘Consignia’.
A year later, when it was clear the rebrand had failed, they reverted back.
Original rebrand = £1.5m, reverting back to the old brand = £1m

18. In 2010, fashion brand GAP released a new version of their iconic logo.
Was it a PR stunt? Was it a genuine rebrand that went wrong?
Either way, they reverted to the original logo and the entire exercise
came with an estimated $100m price tag!

19. What even IS design?

20. Design is a process.
You don’t have to be a ‘creative’ to design.
Identify a problem.
Use insight to inform.
Create multiple possibilities.
Refine, test, iterate.

21. An example of process - our process for branding.

23. How the process helps - a case study. Airsys.

24. The brand, prior to our work.

25. The new brand position

32. Recap & takeaways
How to judge good design from bad
1. It follows a well defined process
2. It is objective
3. It solves a specific problem
4. It works
5. It adds value - measure everything!

33. Recap & takeaways
How to ensure design adds value to your business
1. Use it!
2. Set up measurement
3. Decide what to measure, then how
4. Start with your next project

34. Recap & takeaways
How to give feedback to get what you need
from your design team
1. Pick the right designer, or agency.
2. Brief, brief, brief. Include everything you need.
3. Remember design is objective. Always remember
your objectives, your ‘why’, and the audience.
4. Involve design from the outset.
5. Avoid design by committee.

35. Thank You

36. Next dates for your diaries, are:
1. No More Bullsh*t. Thu 23rd Apr
2. Brand or Bland? Thu 7th May
3. Using innovation. Thu 21st May
4. Unleash your creative mind. Thu 4th June