One of the most common misconceptions we encounter from people new to our service is that design is only appearance, and good design is only an attractive appearance. We think design is much bigger and more important than that. Steve Jobs said it beautifully: “Design is not just what it looks like and feels like. Design is how it works.” We like to expand on that and say “Design is a plan to meet a goal within a set of constraints.” I think I have to credit Mike Monteiro with some Charles Eames paraphrasing, there. It’s been expressed in many ways, but this definition has been around, in one form or another, for ages. Now, this plan (to meet a goal within a set of constraints) may include creating a beautiful looking product, if being beautiful helps that product achieve its goals. This...