Designers are increasingly being offered seats in the boardroom, helping brands tell compelling stories and reshaping their business models. Meanwhile, more and more companies are applying formal design processes to nondesign initiatives and practices, including marketing, and CMOs are seeking out creative professionals for collaboration.
Martha Cotton, group design director at Accenture Interactive’s Fjord Design, said being a “design-led marketer” means “prioritizing a holistic customer experience over siloed strategies, understanding customers in context and promoting empathy for their needs.”
According to new data from Accenture Research on design thinking and workplace creativity, companies that practice design thinking are seeing successes both internally and externally. The majority of companies that practice design thinking said it improved innovation, customer experience and the work environment. Half of such companies reported having more loyal customers than their competitors, and 71 percent said design thinking improved their own working culture.
“Design thinking shifts a company’s very DNA, enabling responsiveness in a world of constant marketplace disruption and fostering a cycle of genuine customer-centricity, sustained loyalty and even increasingly satisfied employees,” Cotton said.
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