We have learnt over the years that great design takes time. A very senior designer with lots of experience can perhaps take less time, but time is necessary to take a design from good to great. In our experience, companies often try to rush through the design and ideation phases. This is a dangerous mistake and often the project must backtrack in order to correct its direction. It takes a lot of additional time for the work to be done again or fixed. The old saying "Measure twice, cut once" applies when designing products and services.