Designers understand the business landscape differently than the business guys. Where an exec sees lifts in conversion rates, a designer sees a more delightful user experience. Where an exec sees increased time on site, a designer might wonder if some interactions could produce less friction. Where the business guy sees users, designers see people.

To take part in developing business strategy, designers need to be advocates for the user. They need to push back on ideas that might undermine the product’s design.

Focused questions like these lead to the development of a rock-solid vision. And with a rock-solid vision in mind, it’s easier to develop a winning design.

Unique understanding of both the strategic and design sides of business.
This will increase awareness of design company-wide, better integrate strategy and design, and help your company thrive in the new business ecosystem.