“Design is important because design is the activity that ties everything together.” Rikard Orell - Design Director, Volvo Trucks
Fun video from Volvo Trucks about the importance and place of design.
We’re building (and selling) integrated solutions, not a pile of parts. Good design is where those parts come together to create a cohesive whole that serves both the needs of the customer as well as those of the teams / processes required to produce that solution.
Design is the glue that holds the whole process together and helps solve the many integrated problems underlying an innovative solution for an unmet customer need.