Design ubiquitous, but most companies do not know how to use it. Modern design is probably entered China more than 20 years of time, and in foreign countries, especially in the United States in Europe, there are about 100 years of history. More than 20 years ago, China is no one stresses the word of the user experience. That era emphasize the combination of technology and art, called technical aesthetics. A product, as long as the function of good, patterns look good, OK. More than 20 years later, the concept in the majority of enterprises still have not changed, the majority of enterprises do not understand what a high-level design that is a graphic designer. Designers not to mention its own standards, their own thinking only remain in the box this perspective. Design of the potential is far from being played out.

The essence of the designer is not merely PPT done very beautiful. In the enterprise, designers should have a unique problem-solving skills, can go to the future development of simulation things.

For example, in the 1950s when, in the United States ask any one person, household appliance design should look like what? Everyone will say, appliance must be placed on a cupboard inside, with the necessary furniture is the same. While the Japanese have found that actually should have its own home appliances of a unique thing, it has the appearance of metal, it is lightweight, very good use. Japanese design concepts so that they occupied the market at one stroke. This shows that the designer to do some innovative things, a number of potential users of thinking will be guided slowly.

Designers rather special and frequently used by three practices: observation, simulation and storytelling.

By observing users, found that users have some difficulties, what are the potential opportunity to change, found inspiration, inspiration into production eventually to the users to use. Instead of the traditional market research methods to survey the suspect may be A and B, only allows users to choose, and then confirm this.

Simulation is the potential, the new product simulation out, users can process, the designer further observation, identify problems and trigger inspiration in transforming the concept. To do so out of line products, will be better, closer to user demand.

Designers could talk a good story, tried to convince the executives to do some new products.