People keep asking me "what is design?"
I usually answer its the cumulative effect of all the decisions you made about your product/service.

Here's how Steve Jobs answers the same question:

"In most people's vocabularies, design means veneer. It's interior decorating. It's the fabric of the curtains of the sofa. But to me, nothing could be further from the meaning of design. Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service."
- Steve Jobs
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