3 types of design that go into making high quality products 1) Functional Design 2) Aesthetic Design 3) Experience Design Functional Design Determines what a product built to do. Defines the engineering that gives a product its capabilities. Aesthetic Design Defines how does the product look, how visually appealing it is, its personality and what its look says about brand Experience Design Defines what it feels like to use the product, how easy to use it, what feelings it arises. Product Integrity Ability to decide what is best for the product, business and the user. 3 key ingredients of a successful product 1) Viability 2) Feasibility 3) Desirability Viability Ability to operate business successfully and make money. Feasibility Refers to technology: the degree of building something easily with right and reasonable amount of resources. Desirability Customers have need or want the product. The product solves a problem for the user. It gives a smooth experience and makes user come back again.