Think design first: the key to building solutions people love

The pressure to innovate has never been higher. Whether it’s a groundbreaking app, a cutting-edge product, or a revolutionary service, everyone’s racing to be the next big thing. But in the rush to create, a crucial question often gets overlooked: Are we designing with the user in mind?

This is where the design-first approach makes all the difference, an idea popularized by Tom and David Kelley in their book Creative Confidence.

What is the Design-First Approach?

Simply put, a design-first approach prioritizes understanding the human experience before diving into technical solutions or business models. It’s about putting people—their needs, frustrations, and behaviors—at the center of your process.

Instead of asking, “What can we build?” the design-first approach asks, “What do people need, and how can we design something meaningful for them?” This shift in focus can transform ordinary solutions into extraordinary ones.

Why Design-First Matters: A Story from the Field

One of the best examples of a design-first approach comes from a project where IDEO redesigned a piece of hospital equipment: the automated external defibrillator (AED). Defibrillators are life-saving devices, but they’re often intimidating and difficult for untrained people to use.

IDEO didn’t start with technical specs. They began by observing how people interacted with AEDs in high-stress situations. What they found was eye-opening: most people hesitated, unsure of what to do, scared they might harm the victim. This insight led them to redesign the user interface with clear instructions, audible guidance, and an intuitive layout, turning a daunting experience into something anyone could navigate confidently.

This story illustrates a core truth: great design isn’t about adding features—it’s about solving the right problem.

Moggly’s Design-First Approach

At Moggly, we embrace this philosophy wholeheartedly. For us, design starts with empathy. Whether we’re creating a platform for global logistics or an app for on-the-go engineers, our process begins with understanding the people we’re designing for.

Take our work with TVS Supply Chain Solutions, for instance. Instead of diving straight into technical requirements, we focused on the end-user experience. What do customers need when managing shipments? How can we simplify invoicing and ticketing? By answering these questions, we designed a Global Customer Digital Platform that’s not only functional but user-friendly and intuitive.

We follow a simple yet effective principle: Prototype, test, iterate. This approach allows us to refine solutions early and often, ensuring that what we build is practical and meaningful.

Real-World Successes of Design-First Thinking

Beyond our work at Moggly, some of the world’s most successful products have embraced a design-first mindset:

• Apple has revolutionized tech by designing products people love to use.

• Airbnb started by tackling the design challenge of building trust between strangers.

• Slack turned mundane office communication into something teams enjoy, thanks to thoughtful design.

The common thread? These companies didn’t just create solutions—they designed experiences that connect with people on a deeper level.

Conclusion: Design First, the Rest Will Follow

At Moggly, we believe innovation thrives when people are at the heart of the process. The design-first approach isn’t just about making things look good; it’s about making things work—for real people, in real-world situations.

So, before you dive into your next big project, take a step back. Are you designing with empathy? Are you solving the right problems? Because when you start with design, you don’t just build products—you create meaningful experiences that last.