In the digital realm, the understand how to delight customers is extremely difficult. It requires rapid feedback loops and adaptation. Still, many digital design tools and practices are influenced by old waterfall approaches. In many cases, the design phase is a big block to the left of when developers start writing code. Documentation and handoffs are still common, when more participation and more experimentation is needed. In this talk we’re going to explore how design is changing under the pressure of new challenges of post-industrial society. How can be possible not merely deliver specifications, but rather enable continuous and adaptive value co-creation.