Articles like this one come up regularly, so let's not discount the method just because the word "design" doesn't mean anything. "Design" can mean anything fro

Articles like this one come up regularly, so let's not discount the method just because the word "design" doesn't mean anything. "Design" can mean anything from Illustrator graphics to market research, interaction design, or even implementation. It's a dangerous trap to assume skill and experience in some of those areas equates to skill and experience in all of them. The author of this article has clearly identified the intersection of need/acceptable cost, he just happens to be using an excessively generic term to describe the role. It's still a valid model, especially if the team already has talented product thinkers who are capable of following a style guide.