Brenda Laurel

Only when audiences become active participants in the design process do companies gain true insight.

conceptual economy.

The ability to collaborate, manage the increasing complexity of design problems, to design “in context” to their target audiences, and to be accountable for design decisions through measurement transforms designers from “makers of things” to “design strategists.”

By providing a framework for working together, designers elevate themselves in the hierarchy of teams and organizations, and become valued strategic partners.

We do much, in fact, to order, organize, reinterpret, shape and communicate ideas, information and space.

How do we ensure our design solutions are meaningful? The short answer: By providing a solution that embraces both the business needs of the client and the needs of the audience.

Process is a concept—a way of doing design, a way of doing business—that neither professionals nor students can afford to ignore. Process is the language of business. Process is the language of design.

collaboration is one advantage designers have when working with clients.