Human-centered design and innovation drives transformation. It’s based on the observation that the usefulness and desirability of a product or service isn’t determined by its technological sophistication, but whether people experience it as a valuable addition to their lives. It doesn’t just embrace customer-centricity, but puts designing for people at the heart of the entire process. It goes beyond designing for form and function, and extends the potential by designing for experience (e.g. meaning). Design becomes a key competitive advantage.

One of the challenging aspects of becoming design-driven is that it requires seamlessly streamlining people, processes, technology, and funding. It requires fundamentally transforming the way an organization is structured and how it works, but also demands a cultural mindset shift. A transformation that yields measurable positive impact to both customers and the business.

Competing on customer experience: How the value proposition of design is changing
The forgotten step in leading large-scale change
The Digital Transformation is a Design Transformation
Building a design-driven culture
6 Ways to Build a Customer-Centric Culture
The Right Way to Lead Design Thinking
5 Ways to Get the Most Out of Your Design Team