This article provides an insightful look into the product design process from an experienced practitioner. Written by Ted Goas, a product designer with over 20 years of experience working at companies like Dialpad, this piece outlines Goas’ approach to taking on large, complex projects.
Goas acknowledges that while frameworks and methodologies are helpful, every project is unique and requires flexibility. He shares the toolbox of activities he has collected over his career, from discovery techniques like journey mapping to ideation methods like design sprints.
However, Goas views this not as a rigid process but as a reference for determining the most effective tools for any given situation. He walks through each phase of his process from discovery to development, giving examples of when certain activities are most valuable.
For instance, he explains how creating a service blueprint helped him understand how a project to expand his company’s product would impact other areas. Goas stresses that the goal is not to follow steps linearly but to use the process as a prompt to either perform a task or understand why it can be omitted.
Overall, this provides practitioners with an authentic look inside how an experienced designer navigates complex projects, emphasizing pragmatism over dogma. Goas’ willingness to openly share both successes and failures should help others feel less alone in the inevitable “messy reality” of product design.
