For me, the foundation of good design starts at the beginning, gaining a deep understanding of the fundamentals of the project and crafting our individual design response. It's a partnership between designers and the end-users. Consideration of their aspirations, identifying opportunities, overcoming barriers, and working together in a collaborative manner. Attention to detail is essential to creating a unique human-centred experience that is engaging and adds true value to people on a personal and commercial level. As a designer it is important to balance between commercial viability and aspirations and knowing where to push the boundaries.