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Design Transformation Category

  • D&AD Awards 2020

Design thinking that drives business change, leading to the transformation of existing products and services, or the creation of new ones. Entries should have approached design transformation holistically across the business, including, how brands operate and how they manage customer engagement.

Judges will consider how the change achieved through design transformation, such as growth for the business, and impact on customers, staff or suppliers.


You can enter your work in the following subcategories.

  • 2201 - Digital Transformation

    Design thinking where digital and technology are at the core of the solution that drives business transformation. Includes the use of new or existing technology as well as digital products and services.
  • 2202 - Customer Experience Transformation

    Design thinking that has led to the transformation of the customer experience, improving the customer journery to drive business transformation. Influence over the digital and physical touchpoints much be demonstrated in the entry submission.
  • 2203 - Operational Transformation

    Design thinking that uses operational transformation to drive business transformation. For example optimisation of internal processes, staff communications and solutions for operational efficiencies.
  • 2204 - Holistic Design Transformation

    Design thinking that has led to a holistic business transformation. Submissions here must demonstrate how the transformation has driven change across the business, staff and customers.

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