Design is a side-effect of making choices. The idea is that you get someone to do it who has experience and is thinking very hard about it, and testing their as

Design is a side-effect of making choices. The idea is that you get someone to do it who has experience and is thinking very hard about it, and testing their assumptions. But the alternative is not to have no designer; that is impossible. The alternative is just that someone else does the design, usually someone who doesn't even know that is what they're doing, let alone care.