“…"Businesses started by designers have created billions of dollars of value and are raising billions of dollars in capital, and VC firms increasingly see the importance of design" (Maeda, 2015, p, 10) The value of design has been heralded in many tech businesses and the venture capital companies (Stamm, 2004;Maeda, 2016: Kim et al, 2017, and design is viewed widely as a key role to providing a strategic competitiveness in new product development (NPD) and organizational growth (Roy and Riedel, 1997;Borja de Mozota, 2002;Cañizares and Atondo, 2017). Design in Tech (Maeda, 2015) has reported that 36% of the top 25 funded start-ups since 2013 were co-founded by designers, such as Airbnb, Pinterest, Github and Slack.…”