Business design PAIRS THE priorities of A MANAGER with the user-centered advocacy of a designer.

THROUGH CUSTOMER DISCOVERY, PROTOTYPING, AND TESTING, THE PRODUCTS AND SERVICES DEVELOPED WITH A BUSINESS DESIGN APPROACH DELIVER ON A TRUE NEED INSTEAD OF A SUPERFICIAL WANT. THE DEEPER FOCUS ON CUSTOMER EXPERIENCE TENDS TO FOSTER A CORPORATE CULTURE FOCUSED ON INNOVATION AND INCREASING INCOME RATHER THAN SIMPLY REDUCING COSTS.