@issue interviews the Dean of the Kellogg School of Management about the importance of design:
How does a company create brand distinction with products becoming more alike?
More companies are using design to differentiate their products and services. By design, I don’t mean just the aesthetics of the product, but the total customer experience. On the product side, it’s creating a userfriendly experience with consideration to human factors, ergonomics, and so on. On the service side, it is the complete process – designing a system where the customer feels welcomed, is able to interact with you, and wants to return or recommend it to others.