Design Is a Strategic Driver of Business Value

The analysis is based on a comprehensive company survey and in-depth qualitative interviews with experts. It was conducted with academic support from Professor Philipp Thesen and the Institute for Design Research at Darmstadt University of Applied Sciences. “Design is no longer merely a visual discipline – it’s a strategic tool for innovation and business transformation. Our study shows that many companies have recognised this, yet a great deal of potential remains untapped,” says Lutz Dietzold, CEO of the German Design Council.

“Design has become a key transformation capability.”,
says Philipp Thesen, Professor of Human-System Interaction at Darmstadt University of Applied Sciences and academic advisor to the study.

Thesen adds "The study clearly shows that organisations which embrace design as a strategic resource are better equipped to navigate complex change – and are more innovative.”

Key Findings of the Study Include:

• 79% of participating companies see design as a decisive factor for differentiation and market success.
• 71% deliberately use designers to drive innovation.
• Only 45% actively integrate design into their corporate strategy – indicating significant room for improvement.
• Design is still rarely embedded in leadership: just 25% of companies have designers with direct influence on strategic decisions.

The study outlines four strategic fields of action – differentiation, innovation, transformation and strategic integration – that organisations can leverage to harness the full potential of design. Best practices from companies such as Viessmann, VAUDE, Canyon, Dräger and others show how design is already contributing to business success.

You can download the study free of charge here: