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1. Redesigning Design > Make the vision real

Make the vision real

Once we have gained an understanding of the project landscape, we want to create a vision of success that will guide product development. To create a successful product we need to take into consideration business, customer and technical requirements, and constraints. The product needs to deliver business value, be technically feasible, and needs to be desirable by the end customer. Creating a desirable product does not happen by accident (1.3).

1.3. Agile Experience Design (AXD) considers business, end customers, and technology.


To create a desirable product with an engaging experience, we take the best bits from the most influential design disciplines—design thinking, service design, product design, graphic design, user-experience design—and reapply them in an agile project environment. We’ll make design explicit, yet integrated, so everyone knows it’s a critical part of software delivery. Design cannot be left to chance and should not just emerge as a by-product of software development. To deliver a compelling, valuable, and desirable experience that hooks customers, converts them, and keeps them coming back, we have to design the experience in a different way.


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