Design is about doing things consciously, and not because they have always been done in a certain way. It is about comparing alternatives to select the best possible solution. It is about exploring and experimenting. A more official definition might read:
Design is the conscious decision making process by which information (an idea) is transformed into an outcome, be it tangible (product) or intangible (service).

Designers are frequently considered to:

• Be tolerant of ambiguity 
• Perceive the world differently 
• See possibilities 
• Ask questions
• Be divergent thinkers
• Want to change the status quo
• Be happy to take risk.

Ultimately, the requirements for successful innovation dovetail neatly with design practices and design thinking.

PackAge