More on design led thinking
What is design?
Like “strategy” and “analytics,” “design” is a term that suffers from misuse. Design is not just about making objects pretty. Design is the process of understanding customer needs and then creating a product or service—physical, digital, or both—that addresses their unmet needs. It sounds simple, but it’s actually a high bar: the design must simultaneously achieve functional utility, emotional connection, and ease of use, while fitting into customers’ broader experience.