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“Business” is a generally a superset of “design” except in rare moments when design is strategic life/death. Most times it makes sense for businesses to want “straight line solutions” from design function because the “budget” for ambiguities, contradictions is needed elsewhere.
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The main difference I see between biz and design, typically in the tougher moments of a design sprint: Good designers are OK with ambiguity, contradictions, and not having an answer. They’ll figure it out. The business wants a straight path to a solution. Pronto. twitter.com/peterme/status…
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The challenge is that in much of self-service, what you show in the interface, must align with what the value chain can provide, what is incentivized by the org, what top management wants, what competitors do, etc. “This is the design we need” vs actual available capability.
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