Measuring Design: How Can Businesses Believe in the Cost Effectiveness and Return on Investment in Design?
Industrial design is an integral part of the manufacturing process. It determines the look, aesthetics and perception – what the consumer ultimately pays for. Design allows a product to stand out from its competitors, ensuring its sales and, as a consequence, increasing the manufacturer’s profits.
At the same time, an untested methodology for integrating design teams into the business structure and the need for additional investment in design against the backdrop of the lack of a quality evidence-based analytical framework to support the return on design investment, reinforce the gap between production and design.
The design industry is acutely shaped by the need to develop common approaches to assessing the cost-effectiveness of design, universal metrics to accumulate data and analyze the success of design teams.
What techniques for analyzing design effectiveness exist? How correct are they in reflecting real-world results?
What should managers measure at the government and business levels and within design teams?
Are design industry representatives willing to share their own data based on practical project experience? What does this data already indicate?
Moderator
Alexander Lukoyanov,
CEO of Network Research
Panellists
Evgenia Ezhikova,
Expert in creative business management and government relations in social and inclusivity matters, ex-director of Artemy Lebedev Studio
Alexey Kutyaev,
Art Director of Art-Up Design Studio
Anna Lukanina,
President of the Association of Branding Companies of Russia, partner at Depot branding agency
Sergey Smirnov,
Founder and CEO of Smirnov Design
