Creates products and services that suit their purpose and their use and that the organization and its ecosystem can deliver. For offerings that are new or changed, it plans and arranges everything involved: staff, suppliers and partners, information and communication, technology, and practices and for how they interact with customers, so that they centre on the customer, take the whole environment into account, allow cost, time, resource and risk to be estimated accurately, increase the amount of change that succeeds, share design assets that can be reused, give confidence that delivery will work without surprises, and are maintainable and economical. Design looks at other products and services, all parties involved, current architectures, the technology needed, practices and measurements, so that management and operational needs are built in, and it yields services that are oriented to customers, economical, secure, flexible while still fit for purpose, able to cope with increasing change and continuous running, and operated at an acceptable level of risk. It is shaped by design thinking (inspiration and empathy, ideation, prototyping, implementation, evaluation) and by customer and user experience, including Lean UX. It plans resources for new services, improves existing ones through minimum viable service iterations, expresses engagement through CX and UX, works out what to obtain or build, and manages the user's whole journey during operation.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.