How Design Led Companies are Winning the Digital World

Design is at the forefront of the digital revolution. More and more businesses are able to see the correlation on how design centric approach gives them an edge in the digital world. Among the most successful design stalwarts are the likes of Apple, Amazon, Google, Nike and Disney.

The products, services and customer experience are all interconnected. Design led companies recognize this. They take an integrated view of their customer journey to create end to end experience for them.

Design led companies eliminate waste, simplify their processes and create a winning experience for their customers. Here we look at how design led companies are winning the world:

1. Design to Express.

The design led businesses use design as a strategic tool to express their brand’s core purpose, their mission and what they stand for. They use design to connect with their employees, customers, and other stakeholders.

Great companies express themselves through inspiring designs that create a feeling of awe and desire for their brand. Great designs show customers that you care for them. When customers know that your brand cares, it builds an emotional connect with them.

2. Integrated & Delightful Customer Experience.

In the digital world, consumers are driven by convenience, personalization and instant service. Design led companies focus on creating integrated and delightful customer experiences across all touch points. These companies focus their efforts on improving customer experience rather than just the product or service.

Google search is a brilliant example of delightful customer experience. A simple search interface is gateway to the world of information. The search understands your intent and will personalize results for you.

3. Energizing for Employees.

The digital world is a place full of distractions. Companies need to do everything in their power to keep employees engaged with meaningful work. Design driven companies are able to focus, prioritize deliverables, communicate and connect effectively with their teams.

​A Design led company encourages all the functions, departments and employees to focus on customers. The shared vision is a driving force across teams.

​4. Differentiation and Stronger Brand.

Good Design builds trust. Great brands mesmerize users with awesome designs. They create strong and compelling differentiation with their designs. Whether it is their products, services, customer interactions, billboards, advertisements, or content, they design to get noticed.

Brands like Rolex, BMW, Louis Vuitton are companies with indelible design footprints. Design led companies are able to differentiate themselves, create visibility and build truly lovable brands.

5. Outperform Competition.

Design led companies understand that building great products and services is a continuous process. Perhaps, the constant evolution, learning and experimentation are what makes design led businesses successful.

As per Design Management Institute, design-driven companies have maintained a significant stock-market advantage, outperforming the S&P 500 by an extraordinary 219 percent over the past ten years.

Stock market chart,Closeup Stock market exchange data on LED display, business trading concept

6. Cultural Change.

Continuous innovation is the only way companies stay relevant. Design led companies like Google, Apple and Amazon are constantly working on refining their products and services. The teams at design led firms experiment, collaborate and unleash creativity to challenge the status quo.

The design led companies take an iterative approach to make things better. They are in a state of constant evolution, refueling innovation to build better products and services. Design led companies align people, processes and priorities.

7. Premium Pricing.

Customers are willing to pay a premium price for the best products and services. Users are willing to pay more for products when they derive value, richness of experience and a feeling of exclusivity. Amazon prime, iphone and Netflix are good examples on how top products command premium pricing.

Design led companies use product innovation, great user experience and convenience to influence customer perception about their brand.

8. Digital Business Transformation.

The design led companies are able to leverage digitization to their business advantage. They remodel and reimagine products and services in the digital context. These companies use design as a strategic tool for making important business decisions.

The design led companies are able to augment their business with digital products and services. For e.g. a robot manufacturing company in Japan introduced online services for renting robots. It serves as an additional source of revenue for the company apart from selling these products.

9. Improved Market Share.

Design led companies are able to reorient themselves in line with customer demands. These companies think through products and services to create compelling customer experience. It is a key factor in adoption of a product or service in the digital world. These companies enjoy higher market share owing to long lasting customer relationships.

The design driven companies are able to build superior digital experiences that increase customer satisfaction, retention and loyalty. In a study conducted by Forrester, design led companies reported 41% higher market share.

10. Distribution and Reach.

The digital world has created phenomenal reach for companies. The products and services can be distributed over digital channels across the globe. The traditional industries cannot compete with their digital counterparts.

Amazon transformed the way people buy and read books. They not only introduced online shopping, but a kindle reader that gives you instant access to books anytime anywhere.

AirBnb has changed the way people book accommodation and travel around the world.



Design led companies have a way to delight customers by serving their unarticulated needs and wishes. These companies are able to create amazing experiences, connect people and create business value in the process.

The design driven companies are prepared to adapt with the changing times in the digital world. They are always on the lookout for ways to improve, find ways of doing things better and disrupt themselves before they are disrupted.


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