How Product Design Became a Business Superpower…

Forget what you think you know about design. It’s not just about how a product looks—it’s about how it works, how it feels, and, increasingly, how it performs in the market. In the past, design was considered a finishing touch, a layer of polish added after the real work was done. Today, it’s the opposite: smart businesses are putting design at the centre of their strategy—and seeing major returns as a result.

When Steve Jobs introduced the first iPhone, he wasn’t just showcasing a phone—he was revealing a mindset. That product didn’t just succeed because of its technology. It succeeded because of how effortlessly it fit into people’s lives. Jobs understood that design isn’t an accessory to innovation—it is innovation. And more companies are following suit.

Design sells. Before a customer hears your pitch or reads your specs, they see your product. And in that split second, they make a judgment. Does it look intuitive? Does it feel premium? Does it solve a problem clearly and confidently? A well designed product doesn’t just look better, it inspires trust. This is why companies like Apple, Dyson, and Muji can command premium pricing. People aren’t just buying function. They’re buying belief. In fact, design led companies have been shown to outperform their competitors significantly in revenue and shareholder value.

But great design doesn’t stop at the first impression, it powers the entire user experience. Usability is often where products live or die. When something just works, users remember. Whether it’s the satisfying weight of a stylus, the effortless setup of a smart home device, or the ergonomics of a perfectly balanced kitchen tool, good design minimises friction. That translates directly into higher satisfaction, fewer support calls, and reduced returns. In a world where customers have infinite options, ease of use is one of the strongest differentiators.

Design also shapes brand identity in powerful, lasting ways. You don’t need to see a logo to recognise a Nike Trainer, a Sonos speaker, or a Leica camera. That’s because design, when done well, becomes a brand’s most consistent language. It builds familiarity, trust, and emotional connection. And that recognition is more than aesthetic—it directly supports marketing, loyalty, and word-of-mouth growth.

Another overlooked truth: good design saves money. Bringing design into the process early helps companies spot issues before they hit production. It reduces miscommunication between engineering, marketing, and manufacturing teams. It prevents the kind of rushed fixes that derail timelines and inflate budgets. In other words, investing in design is not just about standing out—it’s about staying efficient.

One of our recent projects illustrates this perfectly. Howler UK came to us with a product that had strong potential but wasn’t fully resonating with users. The product had evolved over several generations, and the range of variants had expanded, but without a consistent aesthetic and interface approach. The result was a high-function suite of products, but one which was visually disparate, lacked a cohesive visual identity and had a complex array of SKU’s, which made manufacturing, assembly and servicing more costly and complex.

Through a strategic redesign—refining the form, simplifying the interface, and aligning the visual language with the brand—we helped them relaunch with impact. The current system had been a strong seller in the field, helping to establish the company as the go-to partner for integrated outdoor alert systems. Despite the first generations good market penetration, a number functional and aesthetic issues had emerged, which the owners hoped could be tackled through a thorough ‘ground-up’ redevelopment process. The result was simplification and modularisation of manufacturing, a surge in user engagement, increased sales, and far fewer post-sale issues.

“Optima proves to be an excellent development partner, bringing a wealth of experience and expertise to the table. We have found the team to be flexible and creative, responding to challenges well and always finding solutions to problems that arise. They provide a great blend of attention to detail with a natural eye for style.”

Gary Askew – Owner and CEO

The lesson? Design is no longer optional, regardless of company size or market penetration. It’s not a luxury or a final coat of paint. It’s the difference between a product that lacks punch and one that resonates with the user and makes a real impact. Whether you’re building from scratch or iterating on a proven idea, bringing design into the conversation early—and treating it as a core business tool—can change the trajectory of a product, a brand, or even an entire company.

If you’re serious about creating products that win not just attention but loyalty, you can’t afford to treat design as an afterthought. You need it embedded in your process, shaping every decision from concept to execution. And if you’re ready to make that leap, we’re here to help.

Optima provides a full industrial design and engineering service. We have developed a wide variety of products including industrial, consumer, medical and transport solutions.

Our goal is to develop long-term partnerships with organisations and individuals to design great products. With over 25 years experience we understand the complexities of product development from initial concept to product launch.