Dogma Alares launches product and service design studio DASH

18 February 2022 2 min. read
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Turkish strategy and business consulting firm Dogma Alares has launched DASH, its own service design studio. 

Established in 2019, Dogma Alares bills itself as a ‘next-generation consulting firm’, bringing together the worlds of strategy, advanced data science and designers together in order to provide clients with an end-to-end experience. Headquartered in Istanbul, Dogma Alares also has a base in London.

Under the DASH banner (which stands for Dogma Alares Service Design Hub), the firm has now launched its own service design studio, bringing together its existing capabilities in the field under one roof. 

Dogma Alares launches product and service design studio DASH

“We’ve been designing and developing products and services with leading institutions for two years now, helping them make an impact with end users through design-led innovation and data-driven ways of working. With DASH, we now structure our capabilities and pave the way for further growth,” said Sonat Kaymaz, who leads the division. 

The launch comes at a time of growing recognition for the value of design. From the iconic designs of the early Polaroid camera’s to today’s Apple iPhones, design has demonstrated to matter. In fact, a 2018 study by McKinsey & Company found that top performers in the area of design tend to outperform their competitors across a number of financial metrics, including revenue and shareholder returns.

Cutting-edge design however goes further than just the aesthetics of a product or service. The experience which comes along with it – known as ‘customer experience’ – is just as important, stressed Merve Midilli, a leader in the DASH division. “Consumers expectations are changing and they are at the same time upping their bar. As a result, customer experience has emerged at the forefront of business strategies,” he said. 

Backing this assertion, a recent Forrester research for example found that every $10,000 investment in user experience will generate a 250% return within two years. 

Tapping into both design and customer experience, DASH will provide clients with an integrated approach, from “user research, product and service design, and the development of a MVP, through to user acquisition, user journey and value proposition design,” said Kaymaz. 

DASH’s founding team has a background at “some of the most prestigious design studios, agencies and startups of the world and Turkey,” said Kaymaz, meaning the firm can bring an established track record to the table, while leveraging the management consulting and technology skills of parent outfit Dogma Alares. 

According to Dogma Alares partner Erdal Güner, “DASH will help us bring innovation and customer projects we design come to life. We are delighted to take this next step in our growth journey.”