Design spices up things. It colors the dark and gives life to the dull. When it comes to technology, designs play its part as the antihero: it's there but is rarely inside the bigger picture.
It may not alter the function of something, but when it does, it can be so groundbreaking that it creates an appeal that can be almost impossible to forget.
This is why businesses need to renew their understanding of potential designs, and see how they can influence success. Be it hardware or software, innovations in technology has always been accompanied by innovations in design.