Product design is the practice of finding a path from business goals and/or product requirements, to a possible solution. It’s as simple as that, but the intermediary steps are not always so clear, and are greatly influenced by the designer’s individual skillset and experience.
We do a lot of projects with startups, where the general product goals are determined, but the product doesn’t yet exist in any form. It’s a very organic process, and generally consists of gaining a clear understanding of the product’s business goals and intended features, prototyping ideas, and iterating on those ideas based on client and user feedback.
In terms of prototyping and rapid iteration, we have incredible tools now that didn’t exist when we first started building websites. Software like Sketch and Figma are amazing for general design, InVision Studio and Anima are great for motion and interaction design, and we have tools like InVision and Avocode for sharing prototypes and gathering feedback as soon as they’re ready