At all times, designers ought to ask themselves if their products and services are solving problems and if the people on ‘the other side’ (i.e. the customers) are going to like what they do. Great design is usually instinctively obvious to us. We know it when we see it! However, what’s not as clear is knowing when things can be significantly improved. Sometimes, we’re simply not aware that there are everyday problems to be solved, whatever we do.
