Product design consists of the fusing of the simple and complex to provide value. The world is doing its part by continually delivering complex problems for which the designer is tasked to deliver simple solutions. As fast as new tools and approaches appear, the designer is expected to seamlessly and effectively weave them into an answer that is intuitive, empathic and efficient.
A key trap for the designer to avoid is the lure of technology looking for an application. While this will occasionally yield success, Chris Kaye of US Endoscopy believes a better approach is to thoroughly investigate the environment to discover unmet needs that can improve critical outcomes.