What is the value of design? This question is overwhelmingly bounced around, not only on social media like design twitter, but also in meetings, in product teams, and in companies’ strategic steering groups. Rightly so, we all need to understand — even designers — the real value that design creates.
There are a couple of interesting scenarios that I observe dominating design in business, that happen over and over again, that make the answer for “what is the value of design?” almost impossible to justify. Design being either a function, or a partner in companies.
To understand design holistically we need to observe and operate in multiple levels identified as craft, operations, and strategy.