Over more than a decade spent on designing products for startups, corporations, software houses and marketing agencies – I’ve learned that successful product design goes way beyond just user interface or even user experience design tools and techniques.

Ideas are fragile. It’s hard to capture and define them, even harder to tell good ones from bad ones, and harder still to push them through company processes, engage teams and individuals into executing them to their fullest potential.

Digital products are such ideas and the role of good Product Designer is to help everyone involved in the process of  defining, delivering and developing these ideas.

I believe that while solid grasp on rules and trends of design (both visual and interaction), aesthetics, usability, UX/UI, information architecture are always important and required – good Product Designers go far beyond these, working closely with teams and individual engaged at every step of the product lifecycle to maximise the potential of the ideas worked on by helping to define, validate and implement them.

Good product design, going beyond the obvious techniques and tools of the trade, is all about communication and collaboration aimed toward achieving common business goal.