For a successful project the focus on the user is not enough: Design leaders are also product experts who deeply understand the business challenges of the project.
Historically Design practice and culture has been defined by what has to be designed in a project. A car, a dress, a furniture, a domestic appliance, a computer and so on. In the product design era designers were mainly segmented on vertical industries and focused on the business and the technical features of each specific product, and the end user was seen as an inconvenience or a dumb consumer to be educated.
