Measuring design value of a differentiated service platform: A novel typology for fresh juice business

Abstract: Despite the well-recognised contribution of design to business, practitioners still find it challenging to manage design assets. Given that one cannot manage a business without measuring it, authors deem the lack of practical measuring tool for design as the cause. Hence, the development of relevant criteria for measuring design effectiveness is essential for developing the tools. However, the criteria need to anticipate key business outcomes in order to demonstrate the effectiveness and propose actionable items. Whether the outcome is sales figures or customer satisfaction survey results, the criteria should have the link with business goals. Also, the technologies in the Fourth Industrial Revolution facilitate the quantification of customer behaviour related to business performances such as lingering time on the website for shopping. In this context, statistical understanding of design elements is critical for determining appropriate strategies in the era of digitalised data. Since the appropriately developed design elements are the prerequisite of successful measurement, this study extracts the elements through the in-depth interviews and examines them quantitatively with existing business theories. As a result, design elements for the food and beverage service business are confirmed by using the Structural Equation Modeling.