If you had asked me if the design is just for products, buildings and services 10 years ago my answer would have been “Yes! Of course.” Fresh out of industrial design school, I saw designers focus their attention on improving the look and functionality of products and it seemed like a very ‘design’ thing to do at the time.

In recent years, designers have broadened their approach, creating entire systems to deliver products and services. Now businesses are embracing design approaches to help them be more innovative, and differentiate their brand more than ever, according to John Maeda’s Design in Tech Report 2019. Design has always played and continues to play an important role in free-market capitalism. Capitalism relies on design to both improve the production of goods and to ensure their eventual consumption.

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