Executives doubt the impact of design on business outcomes. How can you convince them otherwise?

To convince executives of the impact of design on business outcomes, present concrete evidence and case studies demonstrating how design improvements have led to measurable success. Highlight key metrics such as increased customer engagement, higher conversion rates, and improved user satisfaction linked to effective design. Showcase examples from competitors or industry leaders where design has played a crucial role in their success. Explain how good design enhances brand perception, builds trust, and differentiates a company in a crowded market. Additionally, emphasize the return on investment (ROI) by illustrating how strategic design can reduce costs, streamline processes, and ultimately drive revenue growth.

The first commercial car was the Ford model T. It came in black only. Model A, its successor, came in coupé, business coupé, sports coupé, roadster, deluxe coupé, cabriolet, and sedan. Design made this invention into a product. This discipline has been an essential part of what we understand by industry, they can’t be thought of without the other, much like finance or engineering. Interface design was the lever to take personal computers beyond a tool for science and to the hands of everyone. If you don’t believe in the impact of design on business you do not understand business, look around you and think again.

Porque es importante tener una marca establecida, con diferencias, habilidades, servicios y objetivos claros. Cuando tenemos definido quién es la marca, que ofrece y a quién va dirigido. Crear campa?as destacadas en comparación a otras marcas es más sencillo. Nunca negociamos lo que nuestra marca representa. Nos acoplamos a las tendencias sin perder la esencia real.

Show them firsthand how consumers might see their product. Give them two designs to compare—one with weaker design elements and another with strong ones. Let them decide! This real-world exercise will help executives grasp how design affects business success.

Investing in design is a long-term strategy that can transform a company’s trajectory. It goes beyond aesthetics; it's about creating a user experience that captivates and retains customers, generating lasting and sustainable value. This type of investment requires vision and commitment, but the results prove that it is worth it. Furthermore, good design communicates professionalism, increasing brand credibility. In a saturated market, a differentiated design can be the decisive factor in consumer choice. In the long term, this translates into higher revenues or even a leading market position.