KEY METRICS FOR VISIONARY The Disney example illustrates how design can reimagine a value proposition TRANSFORMATION in the face of shifting consumer expectations, new competitors and business models. Metrics used to help substantiate the validity and measure the suc- cess of such projects include: • NEW PRODUCT REVENUE • ABILITY TO ATTRACT TALENT • IMPROVED CULTURAL METRICS • MARKET REPUTATION • BRAND VALUE “One responsibility of designers is to reframe client problems to ensure we are addressing the right ques- tions. The true return on investment in design is the ability to identify the strategic answer to the real, underlying business challenge.” EXECUTIVE DIRECTOR, ORG ACTIVATION Turi McKinley “When you think about form following emotion,” says Turi, “it’s not just about creating a product that on visionary works or doesn’t work, it’s about getting to a product or service that evokes an emotional reaction and inspires the ‘wow’ in people.” With 15+ years of experience in interaction design, design research and transformation experience strategy, Turi’s clients have spanned domains and include GE, Honeywell, ETS, Humana, Qualcomm, Mars, MTV, Telstra, Colgate and UNICEF. BUSINESS VALUE OF DESIGN frogdesign.com | 15