B2.1.01 The Design Process

What does it mean to empathize?

Before a designer picks up a pencil or opens a computer, they must first deeply understand the people they are designing for. This is called empathy — the ability to understand and share the feelings, experiences, and challenges of another person.

In design, empathizing means the following:

• Observing how people interact with products and environments

• Interviewing users to understand their needs, frustrations, and desires

• Experiencing the problem yourself where possible

Real-World Example: Designing the OXO Good Grips Peeler

In the late 1980s, designer Sam Farber watched his wife — who had mild arthritis — struggle painfully to use a standard metal vegetable peeler. Instead of assuming he knew the solution, he spent time observing and speaking with people who had limited hand strength and dexterity.

This deep empathy revealed that the problem wasn't just about arthritis — most people found thin, hard kitchen tool handles uncomfortable. By truly understanding the user, Farber's team designed a product that worked better for everyone. This is the foundation of Universal Design — designing for the full range of human ability.

What does it mean to define the project?

After gathering empathy research, the designer organises everything they've learned into a clear, focused problem statement. This stage is about moving from broad observations to a precise understanding of:

• Who the design is for

• What problem needs to be solved

• Why this problem matters

• What constraints (limits) the solution must work within

The output of this stage is typically a Design Brief and a Design Specification—documents that set the boundaries and success criteria for the design.

Real-World Example: Designing the Friendly Village Playground

When landscape architects were commissioned to redesign public playgrounds in several European cities, they didn't just start sketching equipment. They first defined the project by analysing who used the spaces — children with and without physical disabilities, parents, elderly visitors, and carers.

The defined problem became: "How might we create a play environment that is equally engaging, safe, and accessible for children of all physical abilities?"

This clear definition led to the development of inclusive playground equipment — such as wheelchair-accessible roundabouts, sensory play panels, and ground-level water features — now adopted globally as universal design standards.

What does it mean to ideate and model?

With a clearly defined problem, the designer now enters the most creatively energetic stage — ideation. This is where ideas are generated freely and rapidly without immediate judgement. The goal is quantity over quality at first — the more ideas generated, the greater the chance of finding something truly innovative.

Ideation techniques include:

• Sketching — quick, rough drawings to capture ideas visually

• Brainstorming — generating as many ideas as possible in a short time

• Mind mapping — connecting related ideas visually

• SCAMPER — a structured thinking tool to modify existing ideas

After ideation, promising ideas are developed into models — physical or digital representations that allow the designer to test how an idea works in three dimensions. Models don't need to be perfect — they need to be testable.

Real-World Example: Designing the Nest Learning Thermostat

When Tony Fadell and his team at Nest were developing a smarter home thermostat, they generated dozens of conceptual directions before settling on a circular, dial-based interface. Early models were made from simple cardboard and foam — just enough to test how the shape felt in a user's hand and how intuitive the interaction was.

This rapid, low-cost modelling process allowed the team to test multiple ideas quickly before committing to expensive manufacturing. The result was a thermostat that anyone could use intuitively, regardless of technical knowledge — a universal design success.

What does it mean to design a solution?

This stage takes the most promising ideas from ideation and modelling and develops them into a refined, detailed design solution. The designer now focuses on:

• Selecting the best concept based on testing and feedback

• Developing the design in detail — dimensions, materials, manufacturing methods, and finishes

• Testing the solution against the design specification established in Stage 2

• Iterating — making improvements based on what testing reveals

This is the stage where the design becomes increasingly realistic and resolved. It often involves multiple rounds of refinement before the solution truly meets the needs identified during empathy research.

Real-World Example: Microsoft's Adaptive Controller

Microsoft's Xbox Adaptive Controller was designed for gamers with limited mobility. During the design solution stage, the team worked closely with disability organisations, testing multiple versions of the controller with real users who had diverse physical needs.

The controller went through numerous design iterations — button sizes, port placements, and surface textures were all refined through repeated rounds of testing and improvement. The final product was not the first design — it was the result of a disciplined, human-centred development process.

What does it mean to present a solution?

The final stage of the design process is communication. A brilliant design that cannot be clearly communicated to others—clients, manufacturers, users, or stakeholders—cannot be realized.

Presenting a solution involves:

• Technical drawings — precise, scaled representations of the design for manufacturing

• Presentation renderings — visually polished, realistic illustrations that communicate the design's appearance and function

• Prototypes — physical or digital models that demonstrate how the design works

• Verbal and written explanations — articulating the design decisions made and how the solution addresses the original problem

Real-World Example: Dyson's Accessible Vacuum Cleaner Presentations

When Dyson develops new products with universal design features—such as lightweight construction and ergonomic handles to assist older users—their design teams produce highly detailed presentation renderings and prototypes before any product reaches manufacturing.

These presentations don't just show what the product looks like—they communicate why every design decision was made, connecting each feature back to a human need identified during the empathy stage.