Design champions need to make sound business decisions supported by the metrics they apply to their work. Research among leading New Zealand and international companies shows that successful design champions use metrics as a guide in key decision making steps along the new product development (NPD) process and substantiate the value of innovation to their business.

Additionally, successful businesses use metrics as a guide to building capability in areas such as creative culture, brand value, leadership and environment.

Top ten tips for implementing a metrics programme.

1. Understand the role of the design champion as a business leader.
2. Make sure that there is active support from the CEO, CFO and HR leaders for the implementation of a metrics programme.
3. Ensure that they are aligned with the strategic objectives. Link them to individual performance and remuneration.
4. Automate data collection and reporting. Ensure there are the systems in place to accumulate and process the data.
5. Make sure the metrics are easy to understand. Use the KISS principle.
6. Use metrics to drive change. Relate to what you want to improve. Choose carefully. Identify suitable tangible and intangible metrics.
7. Use them to support the decision making process, not drive it.
8. Use metrics to prove the value of what has been delivered. Identify key non financial metrics such as Vitality Index (VI) and Innovation Return on Investment (IROI), metrics that reflect the value that design brings.
9. Use metrics as a guide to refining your position in the market post launch. Evaluate the results. Make regular adjustments to the business model.
10. Communicate your results. Report regularly. Use dashboards.

Why is it important to measure?

1. Metrics help those who don't understand the benefit of design. They show the benefit in ways that people can easily relate to.
2. Metrics clarify the importance of intangible attributes within a design led business as drivers of value, for example creative culture.
3. Metrics become a powerful driver of business strategy, when linked to individual performance.
4. Metrics are a key guide to making rational business decisions.