Imagine you’re about to enjoy a meal. You open a neatly packed lunchbox. Inside, you find various sections containing different types of food. The rice is perfectly shaped, and the vegetables are vibrant. The proteins are thoughtfully arranged, with fish and chicken, depending on your preference. It’s just the way you like it. The dessert and the greens are separated, balancing a perfect meal. Everything is segregated into compartments, which keeps the flavors distinct and the presentation appealing. This isn’t just a meal; it’s an experience that delights the senses and satisfies your hunger efficiently. It keeps you healthy by providing a nutrition-rich diet.

What you’re looking at is a bento box, a traditional Japanese lunchbox. The bento box is a perfect example of a good design rooted in understanding user needs. It’s not just about the visual appeal; it’s about meeting needs effectively. The compartments keep foods separate, preserving flavors and textures. There is no unpleasant mix of flavors and gravy, even if the box is moving during travel. The portions are balanced, promoting a healthy diet and satisfying hunger and nutritional needs. The compact design makes it easy to carry, fitting perfectly into a busy lifestyle. This thoughtful arrangement is rooted in understanding user needs—the cornerstone of successful design.

Good design, whether in a bento box, a smartphone app, or a public space, is always about solving real problems. It fulfills the needs of the user and enhances the overall experience. This principle drives successful designers and is the cornerstone of what you will learn. A need, a problem, or an opportunity to design is the first ingredient for creating great design. This need could be real or superficial, such as the desirability of a status symbol achieved through the product’s use. 

In the late 1950s, the Ford Motor Company invested heavily in developing and launching a new car model called the Edsel. Ford invested over $250 million (equivalent to about $2.3 billion today). They believed the Edsel would revolutionize the automobile market. However, despite the resources and effort, the Edsel was a commercial failure. But how? How can a car, backed by billions in funding and the expertise of top engineers, fail to satisfy consumers? It turns out consumers found it overpriced, over-engineered, and stylistically unappealing. It became a case study of how even a well-funded, extensively researched product can fail if it does not address a genuine need or resonate with users. If your target audience doesn’t want your product, they won’t feel the need for it. No matter how many millions or billions you invest, your design won’t be satisfactory, even if it’s a masterpiece of engineering and manufacturing.

In contrast, consider the Volkswagen Beetle, designed by Ferdinand Porsche and launched in the 1930s. The Beetle was developed with a clear understanding of average drivers’ needs. It was affordable, reliable, and economical to run. During and after World War II, the Beetle gained immense popularity for its simplicity, durability, and practicality. Volkswagen did not need to invest a fortune to ensure the Beetle’s success. The Beetle’s design was based on addressing real needs, making it one of the best-selling cars of all time. It remained in production for decades, symbolizing how meeting genuine user needs with straightforward design can lead to lasting success. These historical examples highlight a fundamental truth: good design is rooted in genuine needs. Even with millions invested in a design, if it lacks a solid need as its foundation, it will likely fail. Conversely, even a modest investment in a design that addresses a genuine need can result in huge success.