*Innovation: (design, experience, manufacturing)
*Benefit to User: (performance, comfort, safety, ease of use, usability, user interface, ergonomics, universal function and access, quality of life, affordability)
*Responsibility: Benefit to society, environment, culture and economy (improved accessibility to a greater percentage of the population, improves education, meets basic needs of low income populations, reduces disease, improves competitiveness, raises wealth, improves the quality of life, supports cultural diversity, improves energy efficiency, durability, addresses product lifecycle effects on the environment, uses low impact materials and processes throughout lifecycle, designed for repair/reuse/recyclability, addresses issues of toxicity, reduced material usage and waste reduction
*Benefit to the client (profitability, increased sales, brand reputation, employee morale)
*Visual appeal and appropriate aesthetics
*Design Research: (usability, emotional factors, unmet needs) testing rigor and reliability)
*Design Strategy Category (internal factors and methods, strategic value and implementation)