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For Customer Experience Professionals

Who Should Design: Blend Democratization, Expertise, And Representativeness

A Design Revolution Series Report

October 17, 2019

Why Read This Report

Some companies believe design success is a matter of training employees in design thinking. Others entrust designing only to professional designers. Both approaches are wrong. Firms need both design democratization and designers' expertise. They should also prevent groupthink and stimulate innovation by building design teams that are representative of their target audience. This report for experience design (XD) professionals and their colleagues explains why and how in terms they can use to communicate to their execs to dispel these misunderstandings.

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Table of Contents

  • Many Firms Misunderstand Who Should Be Involved In Design And How
  • The Right People Mix For Good Design Requires Three Ingredients
  • Recommendations

  • Teach Colleagues About Who Should Design And How
  • Thrive On The Design Revolution
  • Supplemental Material
  • Related Research Documents

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