Designing for Users We first asked product stakeholders to identify key decisions they had to make when designing a new product or feature. Gould and Lewis [5] had found in their studies that the majority of product designers and engineers were not aware of key design principles, such as a focus on users, user testing, and iterative design. However, we found that over half of the product stakeholders in fact identified user experience as a key factor driving design decisions. To design for user experience, most product stakeholders highlighted minimalism as a design approach. Designers particularly emphasized the importance of providing a clean and efficient user experience: