Working with our customers, we found that adopting design thinking along the value proposition creation processes, enhanced companies' performance significantly. Companies that invested most into design processes, capabilities & leadership outperformed the rest of the index by 211%.
They managed to do so, by following these main principles:
Shifting siloed design departments to distributed design experts in cross-functional teams
working in workshop environment
Shifting from a design stage to continuous design throughout the development.
Using Qualitative research driven by quantitative analysis to understand consumer desires and motivations.
Tie senior-management bonuses to customer satisfaction in addition to revenue and profit based measures.
Read this new article by McKinsey which shares insights about design practices that can help companies harnessing the value of design.