Nathan Shedroff (design strategy guru), firmly believes design is a critical and teachable discipline all organizations need to adopt. Apple is the most valuable company in the world, and as is well-known, design is in the Apple organizational DNA. However, many businesses still struggle to embed design in their strategy because it’s inherently qualitative in a world that needs a number on everything. Shedroff argues that there’s as much or more value hiding in the qualitative side of most businesses than in the things we can measure. This “blind spot” causes companies to miss out on huge opportunities. But all’s not lost. Shedroff feels that we can learn to recognize and liberate this qualitative value (blind spot), by understanding and applying the principles and practices of design.
Uncovering understanding and the motivations of our audiences requires insight into the customer journey. As time rolls on the tools in which we are able to assess motivations and needs are becoming more accurate and much more sophisticated. Despite the tools at our disposal, understanding still begins with education–internal and external. Discovering the intentions of an audience and being able to design for those needs takes time and knowledge–the internal. Educating the client why this work is important is also part of the process and can be challenging–the external