Business design focuses on making the business as beautiful as the design. Our clients are always making some sort of business decision. For example: Who would use it? How would we sell it? Would it make the client money? What makes this idea different from other solutions in this space?
It is invisible because it takes complex systems — the way a business is run, the way customers engage with a business, and the way a team understands the business — and makes them so simple that things just work. For the business and its customers.