What does it take to enable great product design?
It’s interesting to me that whether I’m talking with designers or business leaders, I often hear variations of the same question: “What does it take to make great design outcomes happen?” CEOs and business leaders ask the question because they want to know how much they need to invest in design relative to other priorities. Designers ask the question because they want to know how to sell a design initiative to business leaders.
I’ve been lucky enough to build design teams that have achieved some truly great outcomes, either by creating new products or transforming existing products from good to great. Based on all these experiences and other discussions with design leaders, here is my point of view on what it takes to enable great product design.