As designers we are constantly questioned about our impact on the financial results of a company. Business is interested in our methods but the final two (decisive) questions are always asked at the end:

1.    What does it cost?
2.    How much money will it make me?

And that is the only thing designers couldn’t answer – until recently.

Innovation is a risky journey with an unknown destiny. It is like being Columbus. You might end up somewhere completely different (he was actually pursuing a new route to India) but it can bring you immense success, awareness and wealth.

As a designer I can honestly say I have never been doubtful during an innovation project. There is always a marvelous solution out there, ready to be discovered. In a sense – there is not much we can’t do – we have landed on the moon already 40 years ago…

So I am very sure we can come up with an innovative solution for almost any new consumer problem or need out there. The thing I am interested in is what the final solution will be. And how we will get there. Every journey is different, has different roads, crossroads, set backs and leaps forward. Every idea ends up completely different, with multiple moments of great breakthrough.

However, as an experienced discoverer it is still difficult to persuade the owner of the ship to set sail with you. They want to know where you are going, and when you will get there. And that is exactly what we didn’t know yet, until now.

For the first time in history research shows that design actually boosts the financial results of companies with a mighty 20%.

The success of a new product increases when a lot of attention is paid to design and when designers are involved in the development process from the beginning till the end. More freedom for the designer even leads to a higher success rate. These are the most important findings of major research conducted under a large amount of Dutch product and service centered companies.

In this sense you can say that design helps to minimize the risk of innovation and helps to strengthen your position in the market as a company.

This is a great step forward for the design and innovation industry as it helps companies to give the green light and endorse the investments needed for a ‘risky’ innovation project.

It would have been easy for Columbus to get financed if he would have known his final destination (it took him 8 years to get the investment needed). But in that case Columbus would have never ended up in America but more likely around the corner somewhere in Europe…

For the complete report on ‘effectiviteit van design’ click here (report in Dutch)