Defining and measuring design impact
The word “impact” is everywhere. Creative agencies and organisations alike are using it—but how many truly define and measure what they mean by it?
Over the past 12 months, we have explored the real impact of design—not just as an output, but as a process. Through conversations with both clients and designers, one thing became clear: most clients don’t measure design impact, and most designers don’t know how to.
The value disconnect
Most clients have a fixed idea of what they’re buying from a creative agency – an output like a website, digital campaign, annual report or strategy. They rarely consider or value the design process surrounding that output.
The experience trap
Many of you bring years, even decades of experience to your projects. But this expertise often gets buried in the final output, unrecognised and undervalued by both you and your client.
The measurement gap
Most creative agencies don’t build measurement into their process. Without metrics, it’s difficult to demonstrate impact.
A framework for measurement
Most creative agencies don’t have a framework to cost and value impact.
We’ve developed a practical framework that shows how impact applies throughout the project development process. Using de-identified existing projects, we can show:
- what impacts to expect
- how to measure them
- how to use behaviour change techniques
- how to predict project impact using client-friendly metrics
This framework includes impact design pitch documents that help communicate impact clearly.
Would love to hear from agency owners:
- how do you define impact in your work?
- have you successfully measured and priced design beyond deliverables?
Let’s keep the conversation going. Email Greg for a chat.
Want more insights like this? Subscribe below. (And tell your friends 🙂)
Greg Branson
Design Business Council – business advice for creatives
Want more information like this delivered to your inbox every Wednesday?
The Design Business Review is Australia’s only online design management archive. It’s professional development information written specifically for Australian designers by Australian designers. Best of all, it’s free.
Related articles
- How to find design projects beyond the marketing team
- An article about finding ‘good’ clients
- The continual quest to keep clients happy
About Greg Branson
Greg’s passion is the research and development of methods that improve design management and the role of design in business.
His longevity is in his ability to change and adapt. Greg’s career as a traditionally-trained photographer; became an academic, teaching photography to design students; co-founded and ran Mackay Branson design (for over 25 years) until, recognising an area that he loved – design management – was not an area traditionally covered in design education, he founded Design Business Council. Since then he has worked alongside hundreds and Australian creatives helping them manage their business better.
Greg has sat on the AGDA Victoria and National councils, on a number of University and TAFE Advisory Boards and helped rewrite the VCE Visual Communication curriculum.
Outside of DBC, he is a passionate analogue photographer who spends an inordinate amount of time in his darkroom. You can follow his work on instagram @gregurbanfilm
Always happy to chat, he can be contacted here.
