What is Design Integration?

July 10th, 2012 | Posted by John Kapeleris in Design Integration

Design integration is defined as the concept of creating breakthrough innovations in business by applying design thinking to corporate strategy and business processes in a coordinated way. Design thinking applied to business is a methodology utilising a creative, solutions-based approach to solving business problems and capitalising on market opportunities.

Design integration has the potential to drive product, service and business model innovation in an organisation, and redefine the way the business interacts with customers and the market to create competitive advantage. Design integration creates value (Bucolo, 2008) through:

  1. A deeper understanding of customer insights, needs and experiences
  2. Expanding the business vision and purpose with customers and stakeholders
  3. Mapping insights to all aspects of the business
  4. Challenging and redefining business models and processes
  5. Design driven, innovation oriented people

If applied as an integrated strategy, design can provide a number of advantages to an organisation including:

  • Products and services aligned with the needs of customers
  • A differentiated market position
  • Increased market share
  • A more compelling brand awareness
  • Creating new market segments
  • Reduced production costs
  • A sustainable competitive advantage

For example, Apple uses design thinking in an integrated way across all aspects of their business model to differentiate its product and service offering. Apple has focused on creating a compelling and seamless user experience through design integration by utilising a user interface that transcends traditional hardware and software models. The following video extract provides insights into Apple’s business design:

 To learn how design integration can increase growth and productivity to transform your business a number of Design Integration Workshops are being delivered by the AIC in partnership with QUT. For more details refer to the link Design Integration or register online.

Dr John Kapeleris

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