Design needs to be embedded as a competency within an organization

“Think of design as an activity that anyone in the organization can engage with… design is not the purview of some special elite group. Design needs to be embedded as a competency within an organization – something that everybody can get involved with.” – Peter Merholz

Listen to the BusinessWeek podcast “It’s the Experience That Counts” for a discussion of how focusing on consumers’ experience of new products and services can inform and shape design.

1. Design addresses needs that customers themselves may not know they have
2. UX strategy requires the coordinated efforts of the entire organization
3. Create experiences that emotionally engage your customers
4. Leaders must become experience executives
5. The measure of success for design is the degree of its impact