Categories: Book RapperDesign

Your Design Strategy

Your Organisational Design Strategy

Do you have a design strategy for your organisation? What is the role of design in your organisation? Is it an after-thought or the core driver of your success? Here we consider design strategy and the three building blocks for using it to make a difference.

A key Apple strategy is not to focus on market share. Instead, they focus on margins – profit per item sold. And, their premium design process drives this premium market position. Whilst most companies slice design to fit costs, at Apple the design of the product takes priority.

Great design puts the user at the centre. It’s not about showcasing your engineering capability, it’s about satisfying the customer. And, nothing lives in isolation. Every end-user touchpoint is considered to create a complete customer experience.

In contrast to others, the Apple product line is limited. There are only two iPads, one current iPhone and three computer types. This hyper-focus favours higher quality design.

Design Strategy Building Blocks

  1. BeautyApple products appeal through a consistent design language. Their edges are typically thin, the metal and glass are a tactile pleasure and they’re streamlined, pure and refined.
  2. Ingenuity – Consistently Apple leads the way with clever products that are designed for everyday people, eg. The icons and touchscreens on iPhones and iPads.
  3. Charisma – Charisma reflects emotional engagement. And, there’s a distinct personality and mystique about Apple. They’re widely admired for consistent superb products and they’re highly secretive.

Key Design and Strategy Questions

To start to explore the role of design in your organisation – and develop your design strategy – ask these key questions:

  • How important is design in your organisation?
  • How clear and consistent is your design expression?
  • Are your products emotionally engaging?
  • What is the quality of all our customer touchpoints?
  • Are your products a thing of beauty?
  • How well do they meet customer needs?

More from John Edson and Design Like Apple

This is an extract from the Book Rapper issue Apple D: How to be the Apple of Your Industry. It’s derived from John Edson’s book Design Like Apple.

 

Geoff McDonald

Share
Published by
Geoff McDonald

Recent Posts

How to Create Your Signature System in 7 Steps

Most experts struggle to monetize their expertise — not because they lack skill, but because…

1 week ago

How to Turn Your Personal Manifesto Into a Six Figure Business

What if your personal manifesto could become a six- or even seven-figure business? Stephen Covey…

2 weeks ago

How Stephen Covey Built a $280M Empire from his Manifesto

What began as one man’s personal manifesto went on to sell 25 million copies and…

3 weeks ago

The Real Reasons 45+ Leaders Are Abandoning Corporate Life

Are you a 45+ leader thinking of abandoning corporate life? You’re not alone. An Australian study…

3 weeks ago

Midlife Entrepreneur: Why It’s the Perfect Time to Start

MIT research just proved that entrepreneurs at 50 succeed at twice the rate of those…

1 month ago

From Corporate Insider to Industry Icon in 3 Steps

If you want to move from corporate insider to industry icon, then you need to…

1 month ago