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`Home (https://www.dba.org.uk) / News (/championing-design-effectiveness/industry-comment/) / Top ten tips on writing effectiveness case studies
`
`23/05/2016
`
`Top ten tips on writing
`effectiveness case
`studies
`
`By Design Business Association
`
`Taken from our experience of successful DBA Design Effectiveness Awards entries,
`here’s a top ten list of things you may want to consider when putting together a
`compelling case study.
`
`Being able to measure, and demonstrate the effectiveness of your work is an essential tool in the
`development of your design business.
`
`Taken from our experience of successful DBA Design Effectiveness Awards
`(http://www.effectivedesign.org.uk/) entries, we have drawn up a top ten list of things you may want to
`consider when putting together a compelling case study, demonstrating the effect of your work.
`
`https://www.dba.org.uk/review-top-ten-tips-on-writing-effectiveness-case-studies/
`
`1/5
`
`Mylan Ex.1075
`Mylan v. Sanofi - IPR2018-01676
`
`

`

`9/13/2019
`
`Top ten tips on writing effectiveness case studies - Design Business Association
`
`1. Measurable results
`
`‘Effectiveness’ is defined as ‘assessed according to actual
`rather than face value’. Without measures, results are
`meaningless. Solid, quantifiable outcomes are key to
`proving effectiveness – so look for tangible ways to
`measure the impact that your work has had.
`
`Gold winner: Lick Frozen Yogurt
`(http://www.effectivedesign.org.uk/winners/2016/foo
`producers/lick-frozen-yogurt) Client:
`Lick Design: This Way Up
`
`2. Have clear objectives
`
`What will success look like? The measurement of effectiveness starts with a clear set of objectives –
`from these you will be able to understand exactly what you should be measuring.
`
`For example; if your client tells you that they want to
`increase sales by 6%, you will need to understand the
`current sales results and set markers to measure how
`sales have been affected post design.
`
`If their objectives are woollier – e.g. ‘move into new
`markets’ – you are wise to try and interrogate these before
`the project starts. Which new markets? How many? How
`quickly? From answering these questions, you will have a
`firm handle of what success will look like and have a place
`Gold winner: Buster Plughole Care
`to start measuring.
`(http://www.effectivedesign.org.uk/winners/2016/household-
`goods-home-construction/buster-
`plughole-care) Client: Challs
`International Design: Elmwood
`
`3. Link your results to your objectives
`
`Once you have a clear set of objectives, this should give you an easy list of the measures that you
`want to present. Results should directly reflect the objectives – and vice versa. You may well find that
`you have produced results that weren’t originally targeted for i.e. sales have increased so much that
`new products have been developed, or you have reduced the amount of packaging, saving waste. Do
`always talk about these too, as they demonstrate that you have over delivered on the original brief.
`
`https://www.dba.org.uk/review-top-ten-tips-on-writing-effectiveness-case-studies/
`
`2/5
`
`Mylan Ex.1075
`Mylan v. Sanofi - IPR2018-01676
`
`

`

`9/13/2019
`
`Top ten tips on writing effectiveness case studies - Design Business Association
`
`Gold winner: Johnnie Walker Houses
`(http://www.effectivedesign.org.uk/winners/2016/be
`walker-houses) Client: Diageo Design:
`LOVE
`
`4. Bring out the human impact
`
`If there has been an impact on people’s lives – be it environmental or behavioural, be sure to mention
`it. It can make a strong case study even more compelling.
`
`5. Keep qualitative data to a minimum
`
`As a crude rule of thumb, if you can focus on 80% quantitative results you can afford around 20% of
`your results to constitute qualitative, anecdotal evidence such as quotes and feedback. It works best
`as a support to hard facts and figures.
`
`6. Create a context for the results
`
`Your audience (be it a Design Effectiveness Awards judge
`or a potential client) will likely have little specific
`understanding of the product and market that you are
`presenting, so you can strengthen your results by framing
`them in the context of how ambitious or challenging these
`aims were. For instance, a 6% increase in sales means
`little until you explain that the market was declining by
`-3%.
`
`Gold winner: Voice of Our Brand
`(http://www.effectivedesign.org.uk/winners/2016/fixed-
`line-telecommunications/voice-our-
`brand) Client: Virgin Media Design:
`Engine Service Design
`
`7. Talk about the design solution in context to the objectives
`
`https://www.dba.org.uk/review-top-ten-tips-on-writing-effectiveness-case-studies/
`
`3/5
`
`Mylan Ex.1075
`Mylan v. Sanofi - IPR2018-01676
`
`

`

`9/13/2019
`
`Top ten tips on writing effectiveness case studies - Design Business Association
`
`When talking about how exactly you approached and met the brief, be sure to talk about the creative
`execution in relation to the objectives. Don’t spend time telling them which blue you chose to use,
`explain why blue was the right choice to position the product to the desired audience.
`
`8. Address other influencing factors
`
`The key to proving the ROI of design is the extrapolation of other
`factors that may have influenced the results – was there a large-scale
`advertising or PR campaign? Price promotions? Celebrity
`endorsement? It certainly isn’t the end of the road for your case study if
`these elements were employed, but you will want to understand the
`impact of any activity. How long did the ad campaign run for? Can you
`compare it to previous levels of spend on PR? Have they spent less this
`time, with greater results? Failure to address these issues will
`undermine your case.
`
`Gold winner: Wyevale
`Garden Centres
`(http://www.effectivedesign.org.uk/win
`leisure/wyevale-garden-
`centres) Client: Wyevale
`Garden Centres Design:
`Kiwi & Pom
`
`9. Talk about further design investment
`
`There is nothing that says success more than evidence of further investment in design. If your client
`went on to re-brand other products, or commission a further comms campaign, this speaks volumes
`for the value of your work.
`
`10. Don’t forget to talk about saving money as well as making it
`
`In tough economic times, design’s ability to come up with solutions that save money can be as
`impressive as the ability to develop new business. If you’ve done both, well, who wouldn’t want to hear
`about that?
`
`DBA Design Effectiveness Awards: Be a winner
`
`Irrefutably prove the value of your design work to business.
`
`https://www.dba.org.uk/review-top-ten-tips-on-writing-effectiveness-case-studies/
`
`4/5
`
`Mylan Ex.1075
`Mylan v. Sanofi - IPR2018-01676
`
`

`

`9/13/2019
`
`Top ten tips on writing effectiveness case studies - Design Business Association
`Judged by business leaders and entered jointly by client
`and designer, the DBA Design Effectiveness Awards are
`both rigorous and authoritative. They celebrate the power
`of design to drive business success and provide
`compelling proof of why design is a sound commercial
`investment.
`
`More information on the DBA Design Effectiveness
`Awards website (http://www.effectivedesign.org.uk).
`
`
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`To Top
`
`https://www.dba.org.uk/review-top-ten-tips-on-writing-effectiveness-case-studies/
`
`5/5
`
`Mylan Ex.1075
`Mylan v. Sanofi - IPR2018-01676
`
`