Designers must deliver not just beautification, but substantial change

“The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not just beautification, or another form of it, but substantial change.” – Hartmut Esslinger

This quote is from a video interview with Hartmut, frog design founder and former CEO.

1. Quality design communicates with its audience and delivers the message it is intended to deliver
2. Designers turn insights into innovation
3. UX designers need to possess both creativity and vision
4. We should treat design as a verb, a process, a way of creating positive change in the world
5. Designers understand the interrelationships that factor into success or failure