The 3 Questions

 1) What is it?

On the surface this might seem like an obvious question. But the “what” of a product encompasses a lot more than just the surface level. 

The “what” involves the purpose of the product: What is it trying to accomplish? What problem are you trying to solve? Dimitri stresses that the “what” should come about as a response to a question or pain point from the target audience. 

2) How does it work?

Once the product’s purpose is clear, it’s time to start thinking about the way it will function in practice.

“The way I try to design digital products is the way I would design physical products,” says Dimitri.  This step addresses the practical aspect of the product. “How does it work?” is the question that all too often stands between an idea and reality.

But the way a product works also plays a part in the identity of the product. Dimitri compares it to how cars work. Obviously the car is powered by an engine, but what kind of engine is it? You could use an engine that prioritises fuel-efficiency or you could use a gas-guzzler that’s built for power and speed. A powerful engine will attract car enthusiasts whereas an efficient engine will appeal to people with a more utilitarian interest in cars. 

3) What does it look like?

Finally, you need to decide on the appearance of your product. This aspect of product design is about more than just aesthetics. A product’s appearance helps it connect with its intended audience. “The way a thing looks conveys the whole message of who it’s made for,” Dimitri says. 

The 3-Step Methodology

Dimitri explains that these three questions form a process that should be done in the right order. “The path: what it is, how it works, what it looks like…It’s predictable. Understandable. It’s very easy to control,” he says.

But when you neglect the right order of the method things can get messy. “The huge problem today is we have…millions of companies that go from the finish to the start. And on the final day they realise they built a product that nobody needs because they don’t know what they’re building.”

Purpose Before Polish

Dimitri’s framework reinforces a truth that applies far beyond design: clarity and sequence matter. Asking what it is, how it works, and what it looks like pushes designers to stay rooted in purpose before chasing aesthetics. It’s a reminder that great design doesn’t start with pixels or polish—it starts with understanding.

Watch the full episode on our YouTube channel to hear Dimitri break down this three‑step method in his own words and share how he applies it across digital and physical products.