Measuring design initiatives Over the last decades, businesses have evolved a greater appreciation for Human- Centered Design. Most executives can readily cite examples where design has effectively solved customer problems and delivered a decided business advantage. Yet despite the evidence showing design investments enhance customer experience and address business problems, managers are frequently challenged to define the financial benefits within the confines of traditional return on invest- ment (ROI) analysis. How do you quantify a disruptive idea that creates an entirely new market? Or a value proposition that heads off potential new competitors? The difficulty in creating a business case for design initiatives is that benefits can be tough to measure, hard to attribute, differ by industry and even company, “Design is a toolset and pan out over a long timeframe. However, it can be done. and mindset which gives At frog, we find the most successful business cases begin with a clear firms the capacity to solve and tangible proposition, are communicated through compelling stories that customer problems.” capture the imagination, and provide grounded measures that align with guiding business objectives. What follows is a pragmatic summary of five key sources of value that frog clients have used to effectively judge the impact of their projects. The resulting framework can help guide those charged with assessing the potential or actual ben- efits of a design project using key tools, metrics and considerations that help demonstrate the tangible financial advantages of making design a business priority. VP, STRATEGY Timothy Morey Tim leads a global team of business and product strategists who work alongside frog designers and technologists to bring game changing innovations to market. He has worked in Silicon Valley for 18 years in a variety of product, strategy and marketing roles. A classically trained strategist, Tim had his eyes opened to the power of design to solve business challenges through his work at frog. BBUUSINESINESSS S VVALALUE OFUE OF DE DESIGNSIGN frfrogogdedesign.sign.ccomom || 03