“There’s no longer any real distinction between business strategy and the design of the user experience.

The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.”

– Bridget van Kralingen, Senior Vice President of IBM Global Business Services. Source.

// It’s even reached IBM… The awareness has matured into desire for great design. But for many organizations, still feels like early adolescence. Passionate wants and needs remain weakly articulated. Have a look at the litany of poorly written role descriptions for senior design roles. Or speak with current leadership and quickly uncover the gaps. The next great challenge is gracefully and successfully integrating design leadership/thinking/culture/process into organizations where design was not a founding core domain discipline. We’re seeing, and feeling, this pain now.