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4.5 DESIGN ROI FRAMEWORK In the framework for the Design ROI project, design benefits were classified based on the organisational level (operative, tactical, strategic), as design can be applied at each of these (Joziasse, 2000; Borja de Mozota, 2003). The benefits were placed in a matrix according to their level, based on the research team’s views (Table 10). Some of the benefits could go under more than one organisational level, depending on the company’s business model. Another assumption was that the benefits obtained from a design project vary depending on the level at which design is applied and the object to which it refers. The viability of this classification should be tested in practice using existing design projects. The Design Ladder model described in section 3.1 was combined with the aforementioned organisational levels so that the levels of design maturity correspond to the organisation’s operative, tactical and strategic levels (Figure 20). The model was used for evaluating the design competence and design application of design agencies’ clients, and for investigating the links between these and the benefits achieved through the projects. This resulted in a framework for the Design ROI study, in which the application of design to different objects can be examined at three organisational levels (Figure 21). The benefits of design vary depending on the level and object of application and they can be measured using various qualitative, quantitative and financial metrics. In other words, the model can be used to find out for example what benefits a service design project implemented at the strategic level can bring to a company, and what metrics can be used for tracking the fulfilment of the benefits.

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DESIGN ROI TOOL

Design ROI - Measurable Design  

The Design ROI project was a research project conducted between September 2011 and September 2012 with the aim of developing a model and a s...

Design ROI - Measurable Design  

The Design ROI project was a research project conducted between September 2011 and September 2012 with the aim of developing a model and a s...

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