The Why.

Here is where the story begins. We are designers of this era.

This makes us creators, innovators, and problem solvers. As the world shifts more towards a technology-driven place, design thinking is becoming more accepted as a driver of value. We believe all humans carry the ability to understand design. Intelligent and thoughtful design has the power to change the way humans interact with everything. In holding this responsibility, we feel it’s important to share the knowledge we’ve gained through experience.

Over the years, we’ve become practitioners of Kaizen — “continuous improvement.” This has led us to seek ways of improving our thought process, design thinking, and execution methodologies. In knowing this, we’ve discovered that writing about design is the simplest way of learning to organize and communicate it. It has also transitioned into an effective way for us to simplify our actual design.

Our primary goal for the Product Design Field Guide is to introduce a series of principles we’ve developed through experiences and research that have proven to foster innovation. We hope to share our knowledge with the rest of the design community and receive candid feedback to improve our thinking.

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