Wednesday’s WSJ had an article on how software company SAP is using design to respond to competitive challenges. SAP’s goal is for their software to have “the same ease of use and simplicity and gracefulness apparent in the best consumer products.” The company has formed an in-house Design Services group made up of new hires (so there’s no old SAP process baggage) to spearhead the effort.

It won’t be long before not having a design department will be like not having a marketing department. Yes, it’s that important and effective.  For the moment, many companies can get a jump on their competition by either using design better or just using design period.