We rarely think about the fact that the familiar things that we use every day are designed by designers: from elevator buttons and a hammer to a smartphone application. We use something with pleasure, but something seems uncomfortable and strange. To get a truly functional and attractive product, the designer needs to go a long way and answer a lot of questions, for example, who is this thing for, how to make it more convenient and cheaper, and, finally, can it change life for the better? The beauty, convenience and safety of our world depends on their decisions, but are there any universal principles on which an outstanding design is built? Best-selling author and designer Scott Berkun offers a new way to look at things around us and learn to distinguish good ideas from bad ones.
