The Design ladder
The design ladder is a useful 4-step model for grouping companies' design maturity on the basis of their attitudes towards design. The higher a company is up the ladder, the greater strategic importance design has for the company.
First step: Non-design
Design is a negligible part of product development etc., and any design activities there are fall to professional groups other than designers.
Second step: Design as styling
Design is seen solely as relating to the final physical form of a product. This can be the work of a designer, but is usually created by other employees.
Third step: Design as process
Design is not a result but a method that is integrated early on in the development process. The production outcome requires contributions from a range of specialists.
Fourth step: Design as innovation
The designer works closely alongside the company's owners/management on a complete or major renewal of its business concept.