Victor Lombardi originally wrote about this article on how investment in design pays off. The primary case study is a bank in Oregon that hired a design firm, rather than the traditional business consulting group to handle their growth. With the focus on the design, more specifically user/customer-centered design, the bank has been quite successful.

Harry West, a VP at Creative Continuum, says, "There are really two strategies: Either you become the lowest-cost provider, or you differentiate what you are doing."

In my field I am always looking for good design, by good I don't mean 'good looking', I mean that marriage of form and function. I will reward companies that have good design. In my use of commodity services, i.e. banks, grocery stores, etc. I conscientiously will choose the company that has done the best job. In my area of the country no local company does that better than Publix Supermarkets.

Yes there is sometimes that emotional attachment that good design brings, just ask Nike or Apple how design has set them apart. But for the most part I try not to let emotion get in the way.

As Mr. West said above, you are either the low-cost leader or different in some other way. In groceries, Wal-Mart is the low-cost leader and they are killing the other brands working that angle (Winn Dixie, Kash & Karry, Albertsons). In my area most of the Kash & Karry's have closed and there are few Winn Dixies left. Heading north on US 27, just past the Polk County border, Wal-Mart is buidling a new superstore. Less than 1/4 mile away is a Winn Dixie. I am predicting that the Winn Dixie will close within 6 months of the opening of the superstore.

Publix has an award winning internal design team that helps produce clean, simple designs for all aspects of the shopping experience. Without knowing the internal make-up of the company I can't say how much the 'design' drives the business decisions, but as is the case with the Oregon bank, the 'design' has definitely been part of their success.

I have been to a few other chains that may do it a bit better than Publix, but I think their market is slightly more upscale. In Minnesota there is Byerly's and in various other markets, including Atlanta, there is The Fresh Market.

In the next week or two I'll do a quick usability review of the three web sites (Publix, Byerly's & Fresh Market) and post my thoughts.