Without customers as your true north, "design" is just a word.
The reason design is a big deal for your business is because it’s a big deal for your customers. They want everything to be a little easier, a little faster, a little more fun. To look at least a little—and probably a lot—better. They need be inspired by what you offer, motivated by the improved look and feel. They’re the lens through which every design decision should be made.
