Blog: The future of design - Value creation and strategy for aviation

At the Design Business Days in Hamburg, Claudia S. Friedrich, Managing Partner Interface Design at zweigrad Industrial Design, spoke about the strategic role of design as a driver of innovation and transformation.

Design is far more than form and function – it is a true value creator. Under this premise, Claudia S. Friedrich demonstrated at the Design Business Days in Hamburg how design, when used strategically, can help companies achieve both economic and societal goals.

In her talk “Design. Storytelling. To add value.”, she introduced the Design Value Model she developed – a practical framework for making the impact of design tangible beyond measurable KPIs. It captures design’s soft power as a source of value within organisations and as a key contributor to a company’s external perception.

Using real-world examples from industrial and aviation projects, she illustrated how effective design strengthens not only products but also processes, collaboration and innovation.
Especially in the aviation sector, design fosters acceptance of new technologies, enhances efficiency and makes brands truly experienceable – along the entire passenger journey, for people, markets and organisations alike.
Her conclusion: When design is understood and applied strategically within corporate processes, it generates sustainable value – for business, society and the future resilience of entire industries.