Research

My first step after a brief is a deep dive into existing products and competitors on the market to understand the buying landscape, features or form. It could also be purchasing a current product(s) and doing a teardown to understand the design limitations. If there is no existing product it might be a strategic look into analogous markets or technologies from a human centered design perspective. A human focus group can also be used to uncover emotional decisions and buying preferences.

The key is developing a deep juicy pool of design understanding around the product or service area to power the further work.

Definition

After the research comes creating a design strategy. A well thought point of view with a plan to get there – Analyzing variables and forecasting a well thought out design direction for the project with timing and limitations identified. Good strategy is a well thought out goal and a clear timeline.
This definition can be revisited, checked and revised in later stages of the project as more variables or factors are discovered through creation and development.

Creation

Creation involves synthesizing the info, designing, mood boards, ideation, sketches , brainstorming, prototypes, wins and fails, mockups, CAD models, graphics… I could go on and on. The act of iterative creation and design give us things to discuss, critique, gain feedback and progressively move on with. Optimizing, refining and improving.

Execution

The path to execution involves refining for manufacture, production and sourcing. Documenting and putting in place the actions for bringing it life at scale.
Engineering drawings and tech packs, material specifications and final color.
Clear communication of design messaging, consumer features and benefits, and how it ties back to the why of the product. This can help marketing and commercialization activities.