A design team should be as heterogeneous as possible. Many different perspectives flow into the process. Due to the heterogeneity, we are constantly challenged to question our own perspective and consider completely new solutions.
When it comes to innovation and the development of new offers, the focus is always on the users. People's needs, behaviors, emotions and values need to be understood and their perspectives taken. This is the only way to find the optimal solution for you.
Good design is not only aesthetic. It makes a product usable and understandable, thereby increasing its self-explanatory quality. It is also unobtrusive, honest and long-lasting.