Design is hot. Companies have realized that good design is good for business, that technology alone isn't enough to get customers excited, and that today's consumers have come to expect a smart and delightful experience in every product they touch. Designers are a hot commodity these days. Companies are going all-in, scooping up talent so their competitors won't. The stakes have never been higher.
However, it's clear that not many companies seem to know how to play their hand and they just haven't figured out what do with their design teams. Product managers are still at the helm, doing most of the decision-making, and passing their credo down to the design team to execute on. Too often, designers get put in a waterfall production line, stuck working on a sliver of the customer experience they so want to impact.
The Dull Reality
Many of us who pursued the career of design did...