You've heard it, I've heard it, heck, we've probably all said it (and really meant it.) "Let's ship and learn". Every org claims to want to "ship and learn." The problem is: shipping is easy to measure (did it go live?) While learning is not. Teams celebrate velocity while skipping the critical feedback loop that tells you if what you shipped worked, and what to do next. That's where design can step in, not just as interface-makers, but as feedback architects who guarantee the "learn" part actually happens.