“By applying good design to products in categories where users have low expectations for visual appeal, functionality or usability, design helps to create entirely new market niches and even new product categories. By delighting users who merely expect to have their functional requirements fulfilled, companies are using design to help breed customer loyalty.” – Design Council

This quote is from the Design Council’s “Eleven Lessons: managing design in eleven global brands” report.

1. Investing in the customer experience turns customers into advocates
2. Remarkable experiences leave a mark
3. Design is everyone’s job. It takes a commitment from everybody in the company.
4. Deeply understanding customers allows companies to develop products that revolutionize the way we live our lives
5. Design should put concerns for the planet equal to concerns for the user and the client’s bottom line