In other words, in order to create effective solutions we have to see and understand the challenges and opportunities that real people encounter in their lives.

In order to create solutions that fit into people’s lives we need to know about their understandings and perceptions as they encounter related situations. Additionally, because we know emotions play a significant role in behavior and decision-making, we need to understand how people feel throughout and as a result of these situations.

When coming up with ideas, the first one you come up with won’t always be the best. In fact it rarely is. To find effective, innovative solutions we need to create a large pool of possible solutions that we can then examine and select from.

It isn’t enough to just create something that seems new and exciting or looks great. Design is about achieving objectives. If solutions don’t achieve what they’re intended to then they have not been well designed. Great design understands this and takes into consideration how it will measure and monitor success.

The design process doesn’t end. A solution, in any form, presents an opportunity to learn more about those who use it, there experiences, and the challenges and opportunities it addresses. These learning should then be used to further refine and evolve the solution.