Executive Summary
- Design transcends aesthetics, serving as a pivotal driver of business strategy and impact.
- Understanding design's multifaceted role is essential for industries ranging from automotive to FMCG.
- Effective design requires noticing the unseen, manifesting ideas, and persuasive communication.
- Investing in design leads to measurable business success, with design-driven companies outperforming others.
- Designers should cultivate visual thinking, create unique frameworks, engage in cohesive thinking, adapt swiftly, and consistently advocate for their ideas.
Decoding the Role of Design
Design is more than just aesthetics—it's a powerful driver of business, strategy, and impact. This was the core theme of this session where, Utkarsh Biradar, Chief Designer at Tata Elxsi, delved into the nuances of design as a business catalyst. Unlike professions like medicine or law, design doesn’t have a single, straightforward definition. Utkarsh likened it to the parable of the blind men and the elephant—each person’s perspective shapes their understanding. But at its core, design is embedded in every human action, from daily activities to complex problem-solving in industries like automotive, FMCG, and enterprise solutions.
Beyond Process: Understanding Designs Essence
While design processes like the Double Diamond Framework are widely recognized, Utkarsh challenged designers to think deeper. He emphasized that empathy, though crucial, is often overused. Instead, the true power of design lies in noticing the unseen, manifesting ideas effectively, and persuasively communicating solutions. Seeing vs. Noticing: Vision isn’t just about what’s visible but about perceiving what others miss. Manifestation & Prototyping: Design should be a means of exploration, not just execution. He shared an example from his past work at Honeywell, where participatory research in rural India helped redefine healthcare access. The Power of Show & Tell: Great ideas need great storytelling. Persuasive prototypes help designers communicate solutions, whether to clients, stakeholders, or end-users.
Design as a Business Driver
The session also addressed a critical question: Is good design good business? While the answer may seem obvious, Utkarsh supported it with real-world data. A study tracking design-driven companies in the S&P 500 found a 221% higher return compared to other firms, proving that investing in design leads to long-term profitability.
Creating Value Through Design
Utkarsh highlighted that value creation is customer-specific and must be measured against the next-best alternative. He shared compelling examples: Airbnb’s design-led disruption, transforming the hospitality industry by solving "stranger danger." James Dyson’s 5,126 prototypes, underscoring persistence in refining innovations. Theatre & TV Industry Insights, showing how storytelling adapts to business models for mass impact.
The Designers Superpowers
To thrive in today’s business landscape, designers need to cultivate five key abilities: Think Visually – Move beyond linear thought and embrace frameworks that communicate effectively. Create Unique Frameworks – Standard methods work, but the best designers craft their own. Engage in Cohesive Thinking – Collaborate across disciplines, not just within design teams. Be Adaptable & Fast – Design is iterative, but timeliness defines success. Always Be Pitching – Designers must evangelize their ideas with clarity and confidence.
Conclusion
Design transcends creative expression to function as an indispensable business tool. By integrating strategic design principles, organizations can drive innovation, enhance customer satisfaction, and achieve sustainable growth.
Looking Ahead: The Future of Design in Business
Design will continue to be a key driver of business success, combining creativity with strategy to meet evolving market demands. The integration of AI, automation, and data-driven insights will enable faster prototyping and more personalized user experiences. Designers will need to balance artistic vision with business acumen, ensuring solutions are not only innovative but also sustainable and user-centric. Businesses that embrace design as a strategic tool will gain a competitive edge, driving long-term growth and customer loyalty.
