Since the rise of 'design thinking' in 2000, design became a pivotal focus for businesses, especially following Apple's success post-iPhone launch. However, recently, there's a perceptible shift with design losing its spotlight as tech and marketing take the lead. While design remains integral to corporate strategy, that importance seems overshadowed in the current business climate. At a recent conference, leading design figures from major companies convened to discuss the state of design, reflecting on its relevance and future amidst changing priorities in the business ecosystem.
Design, once a coveted asset in businesses following the 2000s, is now deprioritized as technology and marketing gain prominence, despite its ongoing presence.
Design's journey illustrates a complex narrative where initial enthusiasm gave way to a reality where it now contends with tech and marketing.
Even though design has lost some of its glamour, it is more integrated into corporate strategy than ever before, reflecting a shift in business priorities.
The gathering of high-ranking design officers at Chicago's Future Of... conference raises questions about the current relevance and direction of design in modern business.
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