"Design is shrinking the gap between what a product does and why it exists.
Designing is not just about picking the right font or gradient. Stop thinking about design in terms of wire frames or visual style; it is about the product as a whole.
Designing is figuring out the purpose of your product and how you orient everything else around it. And that means that everyone within a company plays a role in the design process.
And that means that everyone in a company needs to learn design literacy. It’s a hard task. Everyone tells their MBA-wielding friends that they should learn to code: “Anyone can do it,” or “It’s going to be the new literacy.” People think code is the basis of a working product. But what about design? How often are people told that they should “learn to design”?
While everyone involved should know how design works, they should also understand that it can be practiced on anything you make.
The design instinct, above all, is about viewing the world around you as a place filled with opportunities to add more thoughtfulness and care.
Thus, your organization deserves to be just as well-designed as your homepage, and your company’s tweets as crafted as your account confirmation emails.
Which is to say that design should be considered a facet of everything you do, as well as a means of improving your business. Imagine if your site were to slow down. What would you do? You’d try to make it faster, or find an engineer that could. You’d make a conscious design decision to make your site quicker to use, because you understand that doing so will make your offerings more accessible and user-friendly.
Apply that principle of improvement to everything else." - Sahil Lavingnia