When considering the product design process, we need to consider who, what, why, and how. Who — Who is this product intended for? What — What problem is being addressed here? How — What is our solution to this problem? Why — Why are we doing this at all?

Ask someone to define design, and they’ll likely describe what designers make—architects draft buildings, graphic designers create logos, industrial designers shape products, and software designers make apps. This is how we typically understand design, by its outputs. The weight of these definitions grows heavier over time. The older the craft, the... See more

Even when doing concept work, you often need to focus your efforts. The design concept should feel like an exciting evolution of the product. A redesign should not completely disassemble the product to its atomic parts. While you might have ambitious goals, you also have to be realistic and manage risks.