Great design has that “wow” factor that makes products more desirable and services more appealing to users. This explains why McKinsey, Deloitte, IBM, Facebook and Capital One have recently bought design firms.
Great design is an outcome of design thinking, a methodology used by designers to solve complex problems and find desirable solutions for customers. Entire corporations have adopted design thinking to re-invent the way they innovate, including P&G, GE, IBM, Pepsi and SAP. The focus of innovation has shifted from being engineering-driven to design-driven, from product-centric to customer-centric, and marketing-focused to user-experience-focused.