Letter: The triumph of everyday design

The founders were pouring over the data of their new company which after a promising start was flatlining. ‘Go to where your users are’ was the advice that turned Airbnb from a failing start-up 10 years ago to the $31 billion behemoth it is today. A decade on ‘user experience’ is an often over-used buzz phrase, but the underlying idea – that there is power in empathy – has never been more profound. The meaning of design is up for debate.

Our market has never been more complex and good design can bring a coherence to that. Globalisation and digitisation are removing the traditional barriers to entry. Large firms can no longer rely on great manufacturing capacity, a superior supply chain or established distribution networks to fend off challengers. Big data and AI will make it easier for Davids to go after Goliaths.