Design is often used as a noun – look & feel of a final object such as buildings, products, printed materials or websites. However design creates the most value to an organization when it is used as a verb – process of developing and origination an object. In fact, a great design is an outcome of the right design process.
Banks’ design crime such as ugly product fact sheets and complex banking system are the direct result of the bad design process.
Of course, the definition of design is ever growing and above definition doesn’t comprehend the vast realm of design. However to me this is a fundamental understanding of design that is required to cultivate design culture in an organization.
[…] ‘the process of creating the object or experience’. Here, the important point is that the quality of the process has a direct impact on the quality of the output. In fact, great design is an outcome of the right design process. Banks’ design crimes such as […]
[…] Design decisions happen in the convergent process. The quality of design decision has a direct impact on customer experience […]