Who Should Design: Blend Democratization, Expertise, And Representativeness

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.