Utterly unexpected. A brilliantly designed product or service is clever and amazing. Think anything Apple.
Amazingly competent. A well-conceived product excels at what it does. It is functionally flawless. Think a Ziploc bag or Google’s home page.
Aesthetically exquisite. At the pinnacle of great design are products so gorgeous you want to hug them. Think a Porsche 911.
Conspicuously conscientious. Consumers (especially those under 30) are demanding socially responsible products and services that reflect a sense of stewardship for the environment and a passion for making a difference. Think Prius.
Unfortunately, design is still an afterthought in most organizations. Great design is less about genius than empathy – and it’s often the tiniest things that make the biggest difference.
– from Gary Hamel’s What Matters Now
Designing takes place in the uncomfortable gap between vision and reality.
– Marty Neumeier, The Designful Company
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