Ingredients Of Great Design: Conquer Six Myths

Many companies striving to get better at designing experiences won’t. Why? Because they fall for widespread myths about what design is, who should be involved in it, and how to do it well. For example, they believe that design is about look and feel and should only be done by professionals (or the opposite — another myth) or that iterating (which is essential to design and development) is about delivering sooner. Design is about how things work, not just what they look and feel like. And design is as much science as it's art. This report highlights four key principles to help experience design pros overcome common misperceptions about design so your company can thrive on the design revolution.