Great design is simple, beautiful, and easy to use. It creates a sense of purpose and place. It responds to user needs, and it just works. Aside from these characteristics, how can we know whether a design is “good”? Moreover, how can a business know whether the investment of time and money into a design was worth it?

The proof is in the numbers. Businesses have slowly come around to recognize that design can be used as a differentiator to respond to changing trends and consumer behaviors. Time and time again, Fortune 500 names such as Apple, Microsoft, Disney, and IBM have demonstrated the intrinsic value of “design thinking” as a competitive advantage that impacts the bottom line and drives business growth.

They’ve come to recognize that design innovation happens at the intersection of desirability for customers, viability at the business level, and feasibility for technology. Design thinking—a product design approach that has been slowly evolving since the 1950’s—integrates all three… more