The trend has started for several companies migrating to digitization, driven by a combination of high responsiveness and less complexity. Rise of HTML5 technologies has given a unified platform to the developer communities for designing and developing cross platform Apps. Millennial customer base is always looking for very intuitive apps, it is the boom.
DVI (Design value index) of companies measured relative to the S&P index has grown more than 200% in last decade.
Most applications today provides functionality and usability, they lack in innovation. Having layered approach on the user interface is rocket science for the user, UI should be designed early in the development process. Functionality has to be delivered in more common sense way, not forcing user to follow the programming way of performing tasks.
Defines the appearance and also provides characteristics of user interface, we can always have many iterations in the design phase, best designs can also be put to rest as long as we need, and looking at it many times can bring fresh perspective from end users point of view.
Most of the web applications are content driven, it starts with findings and current situation, going with legacy and layered applications can put you at risk, definitely there will be questions on business impact, stability and performance. Pleasing for a yes will not be that tough if you can give a holistic, long term approach to design thinking. Providing Multi-channel access, focused user interface patterns, develop a user interface strategy focusing on one page/control at a time. Historically, most of the organization followed designs for specific applications/domains, now increasing they are mapping single design patterns for multiple domains. Although more patterns continue to mature, Material design from google and WinJS from Microsoft are very exciting.
Value addition to the company following the process of design thinking increases the productivity of user, less training on the product, decreases help from IT support, faster resolution of programming bugs. If you make customer happy, definitely builds good customer relationship also increases market share.