Design is most widely known in the visual form. But that isn't the only or the most important aspect of design. Design is about producing efficiently with the given constraints of time, resources, capital, technology and more. Talking to customers, or being in their shoes, you'll see a lot of demands. Design is about prioritizing the core needs and leaving the rest for later. Curation of elements in a structure that fulfills users needs (brings in efficiency) is design.

Design has to function in alignment to the brand values of the product. From purpose and fundamental principles of a product through user psychology and needs, have to find a match in the process of design.

Moreover, design should be thought of as a process rather than goal. Fundamentals which are not focused on, should be given more thought (design thinking, principles, patterns) Great design sits at the intersection of creativity and usability, innovation and function.

For being a better designer, a few things that help are anomaly based thinking, range driven learning, design thinking and genuine curiosity. Great designers are rare, they find newer and more effective ways of doing things because they can seamlessly connect ideas, behaviors, culture, and technology. A toolbox for disruptive impact.