7. Refinement
Having a concept, no matter how brilliant, is not enough for a product. Concepts are relatively easy to come by; it is the execution of those concepts that matters. And execution is all about defining the details of the concept, fleshing it out until it works in a functionally- and aesthetically-pleasing way. Execution means refining the concept in order to work on the details.
Details are the small parts of the design where designers earn their paychecks. They provide moments of efficiency and delight for users, and are ...
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