PrD relies on design thinking: the switching back and forth between deductive/inductive and abductive reasoning. Through this rapid back and forth, PrD shines a light on specific problems as they relate to the organization. Further, PrD differs from other forms of user-centered design by starting the research process with an action: making an artifact. This shift increases the likelihood the team finds insights mattering most to the organization.
Good design is good business.
—Thomas J. Watson