Design-integration in an organization is highly essential for attaining
enhanced customer experiences, and business goals – says Limina study.

A latest research study by Limina has found that only 14% of the organizations today think
about a design-integrated business setup. With a human-centered embedding design
culture, a company can gain incomparable customer experiences along with desired
business and financial purposes. Out of 86% of remaining companies, 15% have considered “design-conscious” with the intense action to move into the direction of integrated design, while the rest are still lagging.

The report titled, “The 2020 Design-Integration Report” outlines how the business leaders can reach “design-integration” for their companies, and how the user experience (UX) designers can exhibit their value. Limina had conducted an online survey with 111 design and UX decision-makers spanning various industries in the U.S. It was quantitative research that was supported by ten phone interviews with the UX leaders from prominent brands.
According to the study, the three significant barriers to create a design-integrated business
setup include C-level support, alignment of operations and metrics, and human-centered
design culture.

Nearly 74% of companies that incorporate design resources across their organization see a
positive alignment among enterprise business as well as design teams’ goals. Such
companies realize that the same alignment of business, technology functions, and design
can show the way to a standardized, repeatable, and sustainable way. This will also benefit
all employees to function together in order to build digital products that fit their
requirements and are intuitive to use.

With this study, Limina wanted to increase awareness concerning the issue of maturity in
the design industry and to speed up design and UX adoption as an integral part of
businesses’ success. The principal findings from the study include:

a] The central traits define design-integrated businesses. Although it is different in
nature, the study found some commonalities that make them exceptional.

b] The CEO-level command is essential for design integration. Many companies have
not created a human-centered design culture and do not have C-suite executive
backing to support such learning.

c] Only about 49% of the most senior design or UX leaders surveyed report to a C-level
executive. The remaining part report to lower levels of management.

d] Nearly 52% of the designers have a hold at the executive table and without any
voice.

e] Many companies have complexity while integrating UX and user-centric design
resources into business functions.

f] About 87% of the surveyed companies reported metrics and business impact are a
part of initial design conversations.

Clearly, it is a two-way process – any business success demands collaboration between
design-focused team members and members with proficiency in business and data analysis.
Jon Fukuda, Co-founder and Principal at Limina mentioned in the company blog post,
“During this COVID-19 pandemic, people have been forced to use digital services every day
— from remote education and telehealth to online grocery shopping and banking…Human-
centered design is more important now than ever before, as the majority of interactions and transactions are happening online.”