The Business Value of Design

Measuring the impact of User Centred Design (UCD) and Design in general has been for a long time a hot topic in our community. When I started doing UCD in the early 2000s our discipline was still in its infancy. Most of the investments in digital were about marketing or branding. There were only a few digital products that we could consider mature. We often had to go and justify the investment on an end-to-end design process that would take into account users’ needs and goals, rapidly iterate design solution and learn from the insights gained. My clients would often …