The design process has always been a race against time: each iteration completed before release produces a better result than the one before it. What's changed is the cost of falling behind. Programs that once ran on multi-year timelines are now compressed into a fraction of that, and speed alone isn't enough: systems need to be fielded in the volume required to replace losses as fast as they happen.
Winning requires increasing design throughput, the rate at which requirements become validated, evidence-backed designs.