Design has become the key link between users and today's complex and rapidly evolving digital
experiences and designers are starting to be included in strategic conversations about the
products and services that enterprises ultimately deliver. This has led to companies building
in-house digital experience design teams at unprecedented rates but many of them don't
understand how to get the most out of their investment. This practical guide provides
guidelines for creating and leading design teams within your organization and explores ways to
use design as part of broader strategic planning. You'll discover: Why design's role has
evolved in the digital age How to infuse design into every product and service experience The
12 qualities of effective design organizations How to structure your design team through a
Centralized Partnership Design team roles and evolution The process of recruiting and hiring
designers How to manage your design team and promote professional growth
