Design thinking affects all business and organizational levels. Design expertise is utilized in strategic management and in developing the quality of business cultures, products, services, operating and service environments, and communications.
Design improves the esthetic and functional quality of products, services, and environments. Design is an investment that increases the attractiveness and credibility of enterprises and organizations. Its significance to competitiveness keeps increasing. Successful development work requires technological and economic as well as design expertise. Designers have often been involved in successful product and service design from the very beginning: Together with other experts, designers have ideated new strategies, products, and services; planned and tested their usability; and designed their identities, shapes, and communication solutions.