I wrote a post for (my employer) Credera’s blog.

Over time in design services, you find that clients see design as a pretty skin on top of their product. The process of design has an important place in business strategy, helping to reveal insights about your organization and products that will never be a part of the final deliverable.

In the consulting world, making design a part of the early assessment can help set the direction for successful projects. It’s a step in building meaningful products.