The first part of any project is making sure that you have a firm grasp on what your product will be. What will it do? How will it do it? Who will use it? Is it useful? These are the questions every company must answer when starting out.

Once the ideation process is completed, and there is a concrete set of objectives, we then start laying out the User Experience of the product. At this point we must consider who the user will be. What are the conditions that this product will be used in? What do we want the user to get out of their interaction with our product? We start creating user personas, wireframes, site maps, user journey maps, task flows and more.

Once we have the background for our product, we then start designing how the user will interact with our system. This could include anything from the display on a washing machine to the online form used to order pizza. Every system, digital or otherwise, with which the user interacts has its own unique interface that we must create. These interfaces must satisfy the needs of both the user and the company, so that the user can easily accomplish their goal, and so that the company can drive users to their goals.

In addition to a functional product, and a usable product, we also want a product that is aesthetically pleasing. Visual Designers come in and make sure that the products we create are not only usable and functional, but that they also "look cool." The newest products should not look like something out of the 1950s.