How does design help business?

Design helped Aeroqual reduce product costs by 20%, and reduce warranty costs (as a percentage of revenue) by a whopping 60%

Design is the purposeful creation of value for a business and its customers.

Design unlocks better business - creating more desirable products and services, and passionate customers, fostering more dynamic and purposeful cultures within business, stimulating faster growth and delivering tangible bottom-line results. 

Design integrated businesses are purposeful, inventive and highly responsive. They are able to adapt as their markets change and maintain their profitability over long periods. They are able to explore and act on opportunities. Design thinking drives higher margins, greater customer loyalty, and uncovers new markets and opportunities. 

By integrating design, businesses drive innovation, gain competitive edge and grow internationally.  

What is design thinking?

"Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success."  Tim Brown CEO and President, IDEO

Design thinking as a strategic business tool follows five steps beginning with empathy for users, by stepping into the world of the people you are designing for and deeply understanding their needs and motivations. Through these insights businesses can clearly define the problem or opportunity and ultimately design the right solutions.
Next, ideas are generated quickly leading to as many concepts as possible that solve the problem, followed by prototyping to bring these concepts to life, and testing to gain feedback from users.

Design thinking - trusted by world class organisations

Brands such as Apple, Sony, and Nike have created their wealth through design-led thinking. In New Zealand, Icebreaker42 Below, Air New Zealand and Formway have led the way with design thinking.

By incorporating design thinking into their business, New Zealand companies compete on the world stage and build their bottom lines. Companies such as Comvita, imake, Rinnai and Aeroqual are doing it already. Better by Design can enable you to do the same.

Are you ready to embrace new thinking and build a better business?

If you are a NZTE customer contact your Customer Manager. 

Not an NZTE customer. Learn more about design thinking on our News, Opinions and Talks page or check out some of the resources on DINZIDEO or Institute of Design at Stanford.

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