From the moment you wake up in the morning to the moment you go to bed at night, your days are full of events that will eventually become memories.
These memories of what you did and how you felt are your experiences - and these shape your perception of the world around you.

These experiences effect your conscious and unconscious decision-making at the most fundamental level;

• Will you remember to take your medication?

• Will you choose to take the subway or cycle to work?

• Will you buy that new mobile phone or wait for the next model?

Design is all around you.

The sharp blister packaging that holds your medication, the packed subway car on a hot summer’s day and the frustration of a failing battery on your mobile phone are single experiences that are part of different stories throughout your life; the story of being diagnosed with a medical condition and receiving long-term care, the story of getting from point A to B quickly and painlessly, the story of replacing aging technology. Each single experience is part of a string of interconnected interactions that define your perception of a product or service.

Design is about telling a new, better story.

With effective design strategy, your organization is better capable of creating products, services and features that solve user problems, ensuring each interaction along a user’s journey is delightful, simple and seamless from end to end. Every part of the design process involves the users themselves; from the qualitative research required to understand the problem to the creation and testing of new solutions.

Design challenges are not limited to digital experiences. From improving access to education in the developing world to reducing the barrier to entry for recycling in urban environments, problems that can be solved by design are as unique and diverse as the people they impact. Organizations that embrace design thinking and design doing can stress-test solutions in real-world environments, with real people.

According to McKinsey’s 2018 report “The Business Value of Design”, Design-driven companies see twice the revenue and shareholder returns than their industry counterparts. Investing in user-centric design serves as a de-risking practice, allowing organizations to identify user needs quickly and iterate continuously on products and services.

Your organization can do design.

Regardless of your organization’s level of maturity, a design strategy will provide a user-centric vision for your product and foster a culture of co-creation and creativity in your teams. It is never too late to bridge the gap between your business goals and user needs.