The document discusses several aspects of the design process, including brainstorming ideas without dismissing any, even strange ones, and collecting reference images based on client-provided keywords. It also discusses design as a creative and thinking process that generates alternatives through combining new and existing theories. The design thinking process involves understanding the problem, researching solutions, identifying opportunities and problems, developing a design strategy, prototyping, and implementing a solution. Conceptual design gives precedence to hypothetical function over actual functionality by illustrating potential design ideas. Truly great design has meaning behind each element rather than just being visually appealing. Seeing comes before words in the design process.