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The relevance and importance of visual design. I've long suggested that all service design (including software) begin with a walk through of what the customer/user comes to and sees in succession.

A good explanation of how services are best designed with aesthetics as the means to functionality. I always remember from the military that building an effective fighting position required "walking the perimeter"--having one guy in the fighting position taking notes while another approaches systematically from every possible direction. Most importantly, what will the enemy (or customer) see step by step and what steps will he/she take in turn. Always center on the customer's experience (this is rarely done).