In order to become design-led, businesses must lead with customer empathy where they’ll discover opportunities in the user journey.

With the right leadership structure, support and tools, teams will have the foundation to implement design-led measures, which focus on creating meaningful experiences with the customer in mind.

The reason that design-led matters for business is because it’s the single biggest competitive advantage that you can have, if your customers are loyal to you, because if you solve for their needs first, you’ll always win. – Jennifer Kilian, Digital Vice President of McKinsey Digital Labs

Successful design led companies incorporate the full user experience into their view. Meaning they don’t focus on where their product currently begins and ends but how they can solve their customer’s problems and expand the experience of their offerings.