Good design is a way to exceed user expectations, keep them happy, make them come back again and encourage them to recommend things to their friends
For several of the companies in the survey, use of design allowed them to position their products apart from many of their competitors.
By applying good design to products in categories where users have low expectations for visual appeal, functionality or usability, design helps to create entirely new market niches and even new product categories. By delighting users who merely expect to have their functional requirements fulfilled, these companies are using to design to help breed customer loyalty.
BT’s Home Hub router, for example, took a product that was normally concealed by users and turned it into a piece of furniture people were happy to display in their homes.
BSkyB achieved a similar effect with its set top box range.
Whirlpool’s round microwave oven brought innovative form into a category where products were only available in one basic shape.
For big companies, design is not all about the product, it is also about the brand. Done well, good design and a great brand serve to reinforce each other.