Good Design.
At a startup job interview a few years ago, I was asked ‘What do you consider good design?’. I nervously pointed at shiny things, extra shiny things and elaborated on basic UX conventions.
Since then, I’ve come to believe in a simple answer; good design is broad and subjective. For example, during my weekends my enjoyment levels are lifted by the Fantasy Premier League game. As a result I engage more with my friends and family, while as a passionate football fan, new layers of value are added to a product I already consume. I consider this good design for me.

I believe the path to good design is not subjective, it’s the result of battling tradition with clarity, embracing two-way conversation between product and market until you find yourself uncomfortably at the edge. At a safe distance will only result in more design.
Achieving good design is only made harder as good examples are complex and rarely in plain sight, while shiny things are comfortably everywhere.

