Deep Design: Designing Well Combines Art And Science

Many companies treat design as if it were only about look and feel and see it as a discipline suited primarily to people with artistic inclinations — two risky mistakes. Design is not just about the surface appearance of an experience; it’s about the inner workings that shape how people interact with the experience to achieve their goals. And design is as much science as it is art. This report for experience design (XD) professionals and their colleagues dispels two key design myths and explains what design really is in terms they can use to communicate to their executives.