Mark Kraemer:

The more you understand about the nature of your client’s business, the better suited you’ll be for success. Keeping the client’s purpose in mind will help your design decisions from resembling the warning of Jurassic Park: “… your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.”

The first step to a great design is understanding why. As designers, we can’t always get caught up in this redesign culture without understanding the underlying assumptions of how a business operates.