Citrix Design team put out this great video, Why Design Matters to Me – Using Design to Make a Difference, where they explain five design principles to craft the total experience that your customer has with your company:
Make it Simple by reducing the amount of information that people have to deal with and create content that is clear, meaningful and jargon free.
Focus on Human Goals by understanding what your customers’ need and want – their primary goal, preference and biases.
Inspire Delight – make it fun and create personal touches that make it memorable.
Exhibit Craftsmanship with exceptional quality in every detail with skill and artistry.
Deliver Unique Value by understanding what makes your company better and different and ensures that it is reflected in the experiences you design.