Running a benchmark means opening the Benchmark tool, working through all 19 segments of the Design Compass, assigning an honest colour rating to each one, and using the resulting visual map to identify strengths and priorities for improvement.
The Benchmark tool is the core scoring mechanism of Design Compass. This guide walks you through how to run a benchmark effectively, how to interpret the results, and how to use the Projects tool to track progress across iterations.
Open Benchmark from the main navigation
Log into Design Compass on the Advanced plan and open the Benchmark tool. You will see the 19-segment compass displayed with each segment available for rating. If this is your first benchmark, create a new project in the Projects tool first so you have somewhere to save the results.
Review your problem statement before scoring
Before rating any segment, restate your problem statement clearly: who has the problem, what the problem is, and what your product does to address it. Every rating should be made relative to this statement, not in the abstract.
Work through the inner ring first
Start with the six Design for Market segments: Cost, Distribution, User, Quantity, Uniqueness, and Marketing. For each one, consider what you currently know and assign a colour rating that honestly reflects the strength of your position. Mark segments where your knowledge is thin so you can return to them with Expert Chat.
Work through the middle ring
Move to the six Environmentally Sustainable segments: Efficiency, Materials, Energy, Longevity, Alternatives, and End of Life. These are the segments where early-stage product concepts most often have gaps. Rate each one based on the choices embedded in your current concept, not on intentions for the future.
Work through the outer ring
Complete the six Socially Responsible segments: Safety, Inclusivity, Ethics, Influence, Fairness, and Social Impact. The outer ring requires you to think beyond the immediate user relationship to the broader effects of your product. Use Expert Chat if you are uncertain how a segment applies to your concept.
Review the completed compass
With all 19 segments rated, look at the overall pattern. Note which ring has the most weak ratings, which individual segments are rated lowest, and whether the weaknesses are clustered in one area or distributed across all three rings. A well-rounded concept will show a relatively consistent pattern; a concept with a fundamental flaw will show a cluster of low ratings in one area.
Save the benchmark and set priorities
Save the completed benchmark to your project in the Projects tool, with a version name and date. Write a brief note identifying your three priority segments for improvement and what you plan to do about each one. This becomes the working agenda for the next phase of development.
