Design addresses needs that customers themselves may not know they have

“Design supports an open approach in which anyone in the organization can participate to generate solutions, make insightful and meaningful decisions, and build empathetic services that address needs that customers themselves may not know they have.” – Subject to Change by Peter Merholz, Brandon Schauer, David Verba, and Todd Wilkens

Purchase Subject to Change for more on “creating great products and services for an uncertain world.”

1. Design needs to be embedded as a competency within an organization
2. UX professionals are uniquely trained to represent the needs and desires of our customers
3. In UX design, mindset is more important than process
4. Deeply understanding customers allows companies to develop products that revolutionize the way we live our lives
5. Designers take abstract things and make them more tangible