Why is previsualization important for product design?

(music playing) Scott Croyle: I think the number-one thing is just stepping back from being immersed in phones every day and thinking about what people really want. What do they really want? Do they want a really complicated feature? Maybe 2% of people wants this really complicated feature, but what's going to hit the sweet spot in terms of how people want to use their phone? Jonah Becker: As designers we start off with these very low resolution deliverables, quick thumbnail sketches in sketchbooks and illustrations that over time become more photos realistic CAD renderings, but eventually can end up in a prototype that you can actually hold and touch that is made out of the real materials and really communicates the intent. Often, the quality of these mockups can be as good or better than what you'd actually than if you walked in a store. Scott: I think the design industry has sold visualization to some extent that, oh, we are going to help you get there faster. It's going to get there more cost effective. Actually, I look at it the other way around. I feel like the visualization is a tool. But if you cut corners, you are going to convince yourself that you're making the right decision, but you might not be making the best decision for the future of your product or your company. In the particular case of phones, this is something where a fraction of a millimeter can make a tremendous difference in terms of they read of the phone. You look at it. How thick is it? How does it feel in the hand? We actually need to have the physical model to make the best decision. Jonah: Before they start their manufacturing process so that we can go back in and refine the design if needed or make these minor adjustments to want to assure that the quality in the end will not be disappointing.