A product is never just a product, it’s a lot of things, that’s why we prefer to say that we design stories, because a story is a complex organism. A product is aesthetics, functions, technology, usability, emotions, magic, sometimes a brand hero, usually a great communication tool and the way companies reach out to their customers. As product design isn’t a discipline working in isolation, we work in unison with UX and branding teams, infusing user-centered and market oriented strategies across the project.