As part of the recent IDSA Deep Dive on the Value of Design, Denisse Bronsoiler and Stephan Clambaneva hosted two workshops: The Value of Design in Business and The Value of Design to Humanity. They also took part in the accompanying panel discussion.

The IDSA Deep Dive held on February 19th, brought together a group of design leaders, in addition to Denisse and Stephan, including Eric Quint, Brett Lovelady and Michael Held, to explore how design delivers measurable impact across both organisations and society.

The Value of Design in Business workshop answered the question “Why is it important for design to prove the value of design?” and participants utilised the Design Value Canvas tool to justify, measure, and define costs and revenues of design.

The topic of The Value of Design to Humanity was focused on how design creates value in society and in shaping current humanity challenges. “Why designers must lead the sustainability transformation” was the main topic and participants had a chance to use the Design for Humanity Pathfinder tool to reflect on how their organisation can lead the sustainable transformation and define a roadmap, with a system-thinking mindset.

The deep dive was packed with insight. Some of the key messages and takeaways included:

• Design drives economic value, not only for companies, but also for nonprofits and purpose-driven organisations. It does so by creating meaningful value for users, society, and the environment.
• Designers must learn to justify investment in design. That means understanding revenue generated through design, the real costs of design, and speaking the language of business. We need to show metrics, articulate outcomes, and connect our work to the organisation’s strategic goals.
• Design creates the most value when it shapes how problems are framed. Its impact is strongest when it influences systems and strategy, not just execution. Design connects silos, aligns teams around humanity, and reduces complexity in ways other disciplines cannot.
• When organisations do not fully understand design’s value, it gets reduced to making things “look good.” When that happens, they miss both the tangible and intangible benefits design brings, from innovation, differentiation, and better customer experiences to more efficient processes and stronger opportunities, just to mention a few.
• Design’s contribution to society and the environment is essential. Designers must help lead the sustainability transformation. We are trained in empathy, systems thinking, and creative problem solving, which are exactly what is needed to address complex global challenges.

A huge thanks to IDSA, the organising committee, and every participant who joined this insightful session. Let’s continue to share the great value that design brings as an important advantage for any organisation and society.

Learn more about PARK Academy and see how we can help you maximise the value of design…