The role of designers across organisations, be it in product or service-based companies, is growing significantly. Even venture capitalists (VCs) are investing heavily in design thinking. Design is nowadays considered as an important tool to identify flaws in a product or service. It has become a universal salve to diagnose and fix the product-service related issues.
A critical requirement for a startup is to identify a real user need for which a product proposition can be built. Thus, design and design thinking has become imperative for entrepreneurs. The contribution of design is to see things from a human centric perspective to define and identify relevant problems.