This is a presentation I gave at Objective-Cologne #ObjCGN in september 2013. You would probably be able to find thousands of definitions and processes on internet about product design. That said, I'm convinced that even if we are experienced developers we are constantly repeating our mistakes. I wont pretend to have the best practices you should follow but building software for almost a decade made me think about it and here are some points and values I would like to share with you and get your feedback on. We're crafting softwares for humans. Human after all.