... no point in developing a product which no-one will buy - so identifying a 'real-life problem' in need of a solution enables the designer to, initially at least, find a gap in the market - which they then try to fill. This puts restraints on the designer right from the start - they have to design a useful, desired product - and so is 'organising creative thinking' from the statement. The second part of the design process is usually to research and analyse any existing products or solutions for the identified need - which gives the designer an insight into the market, and again organises their creative thoughts to be more logical (by making a designer research existing solutions it should inspire them, while at the same time give them an insight and deeper understanding of the problem - making their creative thinking more constructive.) The designer must then formulate a brief, ...

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