"You have an idea, you test it, and if it works you have a new product. The point is how do you have the idea"(*). How they take shape, is a process of complexity, data analytic, observations, materializing into drawings and renderings, mock-ups and the prototypes.  Managing frustrations, impossibilities and disappointment, getting to the mesmerizing discovery journey of transforming mind-blowing ideas into better experiences. Trusting the process works every time.