As no-code tools rise, the tech landscape is shifting focus from engineering to design. While traditionally seen as solution creators, designers possess the unique ability to identify user problems worth solving. Most organizations misinterpret design's role, confining it to execution rather than problem identification. This approach not only diminishes business value but also risks cluttering products with ineffective features. For tech teams to succeed, they must embrace design's capability in problem translation, allowing for a clearer, more coherent product vision.
Guess who's great at figuring out what to build? Why, your friendly neighborhood designer, of course! Design's true superpower is identifying problems people will pay to solve.
Restricting design to only finding solutions is problematic in two ways. It limits how much value it creates for the business and its customers.
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