10 June 2020

Design for Change

by Mark Low

What do we actually mean by our philosophy ‘Design for Change’? For us, there is a strong sense of action and transformation with the word change, an anticipation that something ‘good’ is about to happen. The word design feels like an improvement, strategic thinking, and ideas, a considered aesthetic. Combined, we find the value component – a good experience, a purpose to align with, clarity, and opportunity!

Improvement + Action = Value

Change is inevitable, it’s how we adapt to it, embrace and engineer our way forward. If we accept this inevitability then embedding creativity in our businesses becomes far easier. ‘Design for Change’ is fundamentally about creative problem-solving. Problem-solving, overcoming challenges, paradigm shifts, are all part of how we evolve as a species. 

So what! I hear you say. And where does this ‘Design for Change’ fit into my world? How will it make my job easier if I’m a financial adviser, head of marketing, or the CEO of an investment firm? My interest lies in conversion, retention, awareness, reaching my KPI’s! Change can be hard and good design costs money – I feel your pain!

Yet, in its simplest form ‘Design for Change’ might be creating an infographic suite, while a more comprehensive scope can include a deep dive into your customer journey  – both examples demonstrate tangible ‘Design for Change’ deliverables that help clients gain clarity and more engaged customer experience. Of course ‘Design for Change’ can run far deeper than its functional benefits, emotionally it can influence our thoughts, how we feel, and the stories we tell ourselves about the brands and businesses we interact with – it’s always been our ‘new norm’ and that’s why we believe in ‘Design for Change’.


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