ABSTRACT
One way to measure success in implementing the HUMBLES method is to evaluate the quality of the final design. By 'design' we mean both the processes involved in developing the innovation and all its results the product or service itself, but also the communication campaign, packaging, instructions, after-sale service. For each of these aspects of the design of the company, we applied three criteria: functionality, expressivity, credibility. This scale was tested, and proved to be an effective tool to evaluate design. For Philips, design is a creative force for innovation. Philips's Design Department knows that the company can only create meaningful and relevant solutions by having a deep understanding of people's needs and desires. Sales growth is an easy and cheap index to measure. It is very immediate, and results can be available almost in real time, which allows rapid responses. However, sales growth without margin growth can be very dangerous, so people must also keep an eye on this.
