According to the latest data from Nielsen, the average American spends more than 11 hours per day looking at a screen of some kind. This finding has vast implications for companies across the board. Today, whether you are a bank, a retailer, a hotel chain, or a car maker, you are also a technology company. The primary touchpoint between you and your clientele is often digital. In this context, design has become a key differentiator in the battle for customers’ hearts and minds.

More and more organizations have begun to invest in their design practices — some in very high profile ways. Capital One has opened a series of research labs in cities across the U.S. as a way to deliver digital banking services tailored to modern consumers. IBM has invested more than $100 million to expand its digital design practice, including 1,000 new employees and 10 experience labs. Consulting firms like McKinsey, Deloitte, and Ernst & Young have acquired design shops in order to meet the growing demand for expertise in the field.

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