Every design project is initiated by a ‘need’, which becomes ‘The Cause’ of the entire journey that follows. This need may be a commercial requirement, a social necessity or a specific niggling problem with an existing product. The recognition of such a need is a key trigger for the project and it can be identified by any of the stakeholders connected to the product – a product manufacturer or marketer, a user or a product designer.

To study and understand an existing product or similar products in the market, it is critical that the environment in which the product is used, which designers like to call 'The Context' is understood comprehensively. This means that a designer must study the users and their perspectives on the product. Often, this involves several rounds of interaction and observation.

At this stage, the designer analyses all the information gathered and methodically lists out their observations and perceptions of any notable issues in the use of the product. Such analysis results in the thorough, all-round 'Comprehension' of the product as it functions within the context of its use. The design insights thus arrived at give rise to creative ideas, and form the basis of the intervention that follows.

‘The Check’ is an essential step in understanding what requirements the product should ultimately meet and what problems the design intervention should address. The check, which is often a document in the form of a product brief, is created from the design insights and must be approved by the client. The product brief is an important point of reference throughout the journey as concepts and prototypes are created and evaluated.

At this stage called 'The Conception' , designer arrives at multiple ideas to come up with solutions for the problems listed using the product brief. At this crucial stage, ideas are proposed and grouped into clusters. This makes possible the consideration of multiple concepts. Finally, the team zeros in on one all-encompassing concept that best addresses all aspects of the product.

The final concept is further refined with reference to criteria like materials available or desirable, and the conditions in which the product is to be manufactured. At this penultimate stage, the designer creates several style options according to the user profile and selects one that best addresses all the aesthetic concerns. The chosen product design is showcased by 'Crafting' small-scale mock-up models, CAD models, or working prototypes. A final version of the product that meets all conditions in the product brief is then taken up for mass production.

The last but critically important concern is 'The Connection' the new product makes with the user. This connection or the bond between the user and the product is formed only when the user is satisfied with the product’s performance and begins to cherish it, which in turn creates an increasing demand for the product. In fact, it is the customer’s satisfaction that makes a winning project and functions as the most important criterion for innovation.