This working paper sums up the main findings of an OECD project aiming to provide an evidence basis for focusing efforts to improve the measurement of technological and non-technological forms of business innovation, with particular focus on the role of design. It reviews a broad range of novel design-related measures, indicating their advantages and limitations in terms of policy relevance and insights. The analysis of design provides a valuable test-case for assessing the robustness of the overall framework for measuring innovation as proposed in the OECD/Eurostat Oslo Manual. It identifies a number of areas for potential development in a future revision, focused on the role of users and the implementation of the definition of innovation and innovation activities. It also identifies a range of design concepts based on an informal consultation with the design expert community. The paper also illustrates a number of findings arising from the first-time use of a set of experimental and optional questions on design implementing a "ladder-type" model of design which describes levels of sophistication and integration of the design function within the firm. Cognitive testing and analysis of the microdata from a large and representative sample of Danish firms shows a high degree of respondent acceptance of the experimental questions and supports their predictive validity vis-à-vis a number of hypotheses on the use of design and a series of innovation and economic outcomes potentially associated to it.