Design culture  Design culture is an organizational culture focused on approaches that improve customer experiences through design. In every firm, the design is significant since it allows the company to understand users and their needs. Integration of design culture in any organisation aims at creating experiences that add value to their respective users. In general, design culture entails undertaking design as the forefront of every operation in the organisation, from strategy formulation to execution. Every organisation is responsible for ensuring a healthy design culture through the application of numerous strategies. For instance, an organisation should provide a platform that allows every stakeholder to engage in design recesses. Consequently, everyone needs to incorporate design thinking, which is associated with innovation and critical thinking. Moreover, design culture has many characteristics that create a conducive integration within that work environment. It offers freedom to fail that presents an opportunity for design experimentation. Design process entails taking risks that are mistake bounded. Therefore, individuals involving in design processes learn from their mistakes and become more innovative. Hence design culture encourages risk taking in design processes that facilitate innovation and creativity in an organisation. Proactivity in design culture has an impact on the organisation, specifically on decision making and problem-solving. Design culture allows designers to engage in constructive tasks. In the process, designers can solve problems in an organisation and make crucial decisions towards innovations of the organisation. Design culture is concerned with the human side of the respective organisation. In the recent past, organisations have been running based on data-driven mentality with the success of the organisation measured through the level of efficiency in the operations. In contrast, design culture is interested in the participation of human in determining the success of the organisation through the level of innovation facilitated by their involvement. In return, design culture concerned with improving an organisation's culture into a pleasant and change have driven culture. Creation of a design culture for an organisation leads to a better transformation of the organisation. According to a study conducted by Forrester Research Consulting in the year 2016, to investigate whether the design-led cultures gave companies a significant advantage in the business or not, it was evident that most of the enterprises that analysed during the research had digital experiences that outpaced competition. The study proved that focusing on design strengthens an organisation from the inside as well as from the outside. In a design-led enterprise, the design permeates the organisation beyond the product teams that embedded in the culture and such organisations; there is always an ambition to do better. These companies typically support a variety of skills from the more oriented designers to the junior designers or the more tactical designers.