Decoding design value

Design is recognized as an essential tool of innovation that shapes behaviors and attitudes to transform demand, and now provides an opportunity to develop the bioeconomy. Although design has no commonly agreed upon definition or metrics for valuation, it is generally referred to as an activity of people-centered innovation by which desirable and usable products and services are defined and delivered. Design is widely acknowledged to play a role in creating competitive advantages. Emerging design practices, processes and methodologies are transforming current systems and services. This paper contributes to the development of a new theory and framework for design to determine the value of design in shaping the economy and society and proposes a system to help entrepreneurs and policy planners to witness the value of design. To construct this theory ten start-up leaders and experts were interviewed. Results identified design criteria that businesses and society can apply to improve the user experience. Identification systems and performance indicators will help to address the lack of evidence-based tools for design as a method and system.