What comes to your mind when you hear the word design? Color, shape, packaging? In many industries, design is often misinterpreted as the visual layer of a product. The fact that aesthetics is the most obvious aspect end-users see in a product is perhaps the reason why product teams give it more attention. Indeed, how something looks like is part of design, but the functions, why and how those functions are made available to end-users are equally important aspects that are less discussed in many product design process.