Cap Watkins from Etsy says it isn’t all about look-and-feel:
Being design-driven means treating design as a partner (and a leader) in the product creation process. Look at your feature roadmap right now. Are there major initiatives and ideas that were generated directly from your designer or design team? If yes, was design in the room when the other items were created and prioritized? Congratulations, you’re design-driven.
So very true.