By Thomas Lockwood
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Extra resources for Building Design Strategy: Using Design to Achieve Key Business Objectives
I’ve toured many design studios and corporate design centers all over the world that proudly display their collections of design awards. According to Cathy Huang, president of China Bridge International, there are four types of design award providers: professional award organizations (such as IF, Red Dot, and Good Design); governments and institutions (such as country design councils and design schools); companies (such as Braun and Sony); and the media (such as BusinessWeek/IDEA, HOW, and Communication Arts).
To succeed in today’s market, businesses must instead adopt a new view of decision-making. It is not consensus and buy-in around fixed decision points rooted in old assumptions. It is a coordination of roles across an organization to support broad, lessbounded strategic approaches that permit action in a more responsive way. A NEW APPROACH To support this new view of strategic decision-making, we have developed a set of approaches, some formal and some less so, to enable organizations to make more successful decisions.
Measuring design by usability also includes areas such as signage, wayfinding, and employee experience, which can also be measured. At StorageTek, we introduced an interior design program that affected about five thousand employees and garnered astonishing returns in employee satisfaction. First, we benchmarked via an employee survey and interviews; then we implemented a fairly modest interior design renovation that involved artwork, paint, carpet, and lighting in common areas, corridors, and cafeterias, as well as about seventy-five conference rooms.