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We inhabit a design-led world.

Without the wise use of design it's much harder to turn creativity into innovative products or services. The process of shaping of ideas (design) is the link between the generation of new ideas (creativity) and their successful exploitation (innovation).

Design provides a context and an approach that uses the creative process to explore potential futures – the art of the possible – in a systematic, systemic and purposeful way. The focus is on what works for people.

It is most valuably deployed strategically in innovation contexts, with all their complexity and uncertainty, and where there is a multiplicity of answers.

Models – prototypes –iteration and collaboration are key to excellence in design.Put simply, design makes objects comfortable, equipment understandable, environments friendly, packaging clear and websites useful.

At the heart of good design is the experience. Bad design frustrates. Good design delights.