With the increasing focus on delivering good customer experiences in the marketplace, classic distinctions between design and business are disappearing.
A customer experience is the sum of many things working in concert to create something true, authentic, and compelling. User delight must be designed into every element in a fractal way. Not just the user-facing offering, but the product line, information systems, service and support, marketing communications — everything that will influence what customers hear, see, and feel.
At the nexus of innovation where design and business meet, three principles emerge.
1. Ensure desirability for users
2. Balance desirability for stakeholders
3. Iterate for viability