Effective use of professional design to solve a legitimate problem, need or create an opportunity.
Degree of functional and aesthetic appeal to a broad range of users.
Impact on business performance i.e. market share, financial sustainability, environmental and social outcomes.
Impact on industry and end-user adoption of the design.
Degree of design-led transformation i.e. how has the investment in professional design transformed the business.
Extent to which design is now integrated in processes and activities.
Original design concepts and insights or ways of design thinking that enhance the user’s experience.
Degree of cross-disciplinary design and its impact on enabling innovation, productivity and sets new standards or benchmarks.