The Intangible Impact of Design

How can we measure the impact of design?
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‍In this episode of 'Working with Designers', Kristin Silva and Jake Cooper explore the multifaceted value of design in business. They discuss the challenges of quantifying design impact, emphasizing that design is not just about aesthetics but also about creating systems that enhance efficiency, retention, and revenue. The conversation delves into the importance of understanding metrics, the internal and external impacts of design, and the significance of building strong client relationships. They also touch on the evolving landscape of design in the context of economic changes and the role of AI in shaping future design standards. In this conversation, Kristin Silva and Jake Cooper explore the impact of design and branding through the lens of AI, personal success stories, and case studies of Jaguar and Liquid Death. They discuss the importance of trusting one's instincts in business relationships, the insecurities that AI can reveal in individuals, and the measurable impacts of design on sales and branding. The discussion also delves into the bold rebranding efforts of Jaguar and the successful marketing strategies of Liquid Death, highlighting the emotional and quantitative aspects of branding.

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00:00 — Intro

05:19 — The Value of Design in Business

10:18 — Design as a System

15:14 — Efficiency, Retention, and Revenue

20:09 — Metrics for Evaluating Design Impact

25:08 — Subjectivity in Measuring Success

33:49 — Measuring Success: Leading vs. Trailing Metrics

34:20 — The Importance of Inputs in Business

36:40 — Navigating Business Pressures and Projections

40:21 — Market Sensing and Business Adaptation

43:12 — The Impact of AI on Job Security

50:21 — Real-World Examples of Design Impact

58:03 — Branding Case Studies: Jaguar vs. Liquid Death

01:00:38 — The Impact of Jaguar's Rebranding

01:04:46 — Consumer Reactions and Brand Identity

01:07:53 — Jaguar's Shift to Ultra Luxury

01:14:07 — Liquid Death: A Case Study in Branding

01:20:37 — Measuring Impact and Audience Engagement

01:30:26 — Outro

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