VCs, PEs, investors in general now show high interest in design capability as a strategic competitive advantage for start-ups. They highlight the unique approach of designers to begin any service or product with the users in mind and to anticipate the user’s unmet needs. The objective of this session is to understand the process of Design Thinking as well as the reason why this is particularly appropriate for start-ups to improve their value proposition. By the end of the session attendees will understand why they need to design their products or services from a user experience perspective.