"Most companies approach innovation like this: Automate a few flows Add chat to support Use LLMs to summarize data Call it AI-first But this doesn't lead to reinvention. It Leads to patchwork systems - where complexity increases, but experience doesn't improve or generates business value."
"Tech alone won't solve it. Design has to shape how tech shows up Design is often mistaken for cosmetic polish - the "nice to have" layer that comes after the real work is done. But in reality, design strategy is what defines how a business will deliver value in the first place. It connects customer behavior, business objectives, and technology capabilities into a coherent path to ROI. When companies implement new technologies first - and only later try to 'apply design' to make them usable or visually appealing - they miss the point. Design isn't there to decorate technology. It's there to shape business value."
Companies often treat AI and other technologies as surface changes—automating flows, adding chat, summarizing data—and call that innovation, producing complexity without reinvention or measurable value. Similar missteps occur with personalization, sensors, or demographic targeting when service logic and behavioral models are not redefined. Design strategy must align customer behavior, business objectives, and technology capabilities to create coherent paths to ROI. Building agentic systems requires reimagined interactions, trust mechanisms, and behavior-focused problem solving for both customers and operators. Design-led approaches define system introductions, desired behaviors, and the structure necessary to drive adoption and business outcomes.
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