It’s not good enough to delight your direct customers. You have to delight all the customers and employees down the supply chain. Your methods for user research must go beyond your customers. Use cases and scenarios have to include what happens downstream. Every method we use has to adapt.

This is a new level of design awareness for organizations. It’s beyond the basic struggles of producing something acceptable to the market. It requires understanding how design can make a difference to anyone who directly or indirectly interacts with the product.