What is design?

Design is about shapes, styling, aesthetics and functionality – which is how most people still regard design. But design is also the path that leads to a product. Design or design thinking covers the actual process behind a product or a service as well.

Design is a range of methods and ways of working with an issue that generates new insights and can help us find new, innovative solutions that in turn can result in e.g. business growth.

In the world of design, the fundamental basis for a design process is called the Fuzzy Front End – a starting point characterised by chaos, confusion and anything but clear thinking. Using various working methods and highly specific tools, such as user panels, brainstorming and symbolic sketches, a designer can help create order and a movement away from the Fuzzy Front End towards possible answers and solutions to the problem or request.