At this year's New Zealand International Business Awards (NZIBA) the Excellence in Design award recognises the best use of design to succeed in a global marketplace.
Judges will be looking to see how New Zealand businesses have turned their customers' pain-points into enjoyable experiences.
That's what design thinking is all about, according to a judge for this year's excellence in design award.
The managing director of the design and advertising agency Special Group, Michael Redwood, is among three judges for the design category, and he said design is not just about visual aesthetics or creativity.
"We are looking for companies that have worked hard to really understand their customers, and organised their entire business around those customer insights to improve the experience and therefore create a competitive advantage," said Mr Redwood.