It’s mostly about design thinking

Bill Moggridge finds it hard to relate to design as a concept. He prefers to see design thinking as the thing that really matters, and then designers must add their main competences into the process, where they fit the best – as it is the case with all other professional skills. Designers do not have exclusive rights when it comes to design thinking. The advantage of designers is their ability to come up with alternative solutions, to visualize them and to select the most promising suggestion(s) and to make the chosen solution tangible.

Design thinking is having the courage to go underneath the surface and test the ideas that come from challenging hidden reserves. Bill Moggridge believes that design thinking is a recognition of the value of intuition as a natural part of a development process.