Design Council case study on DCS
Good Design creates business growth
Entrepreneur Denys Shortt OBE and owner of DCS Europe has been working hard in the past few years on introducing “Design into the Boardroom”.
Today’s report from the Design Council and Warwick Business School “Leading Business by Design” looks at 12 companies including Jaguar Land Rover, Virgin, O2 and DCS Group (UK) Ltd.
Denys Shortt comments “Two years ago I heard that WBS and the Design Council had formed a new collaboration to explore the intersection between design, business and behavioural science. I decided to embed these areas into our business and at Board level”.
He continues “We have grown from £125m to £180m since then – a massive 48% ! I feel sure our focus on design has contributed.”
The report has three findings on how businesses can benefit from design:
1. Design is customer-centred
Benefit is greatest when design is intimately related to solving problems, especially customers’ problems.
2. Design is most powerful when culturally embedded
It works best when it has strong support in the organisation, especially from senior management.
3. Design can add value to any organisation
Design can benefit manufacturing and service-based organisations, small, medium or large.
There are eight recommendations for how companies can maximise the impact of design:
1. Don’t limit the context in which design can operate
2. Use design to differentiate
3. Integrate design and branding
4. Introduce a design process
5. Trust and support your design talent
6. Embed design in your organisational culture
7. Design your work environment
8. Don’t let the designer’s role be a straitjacket