Late-breaking insights in product development aren’t caused by negligence but by a lack of structure that pulls existing team knowledge into concept discussions early, when changes are cheaper. 

Dianna describes an experiment running three product briefs (solar post-installation support, a portable oxygen concentrator, and a field lettuce harvester module) through traditional versus structured concept development. 

Both produced credible outputs, but the structured method added context: linking each design input to a specific use-process failure or targeted benefit, its severity or importance, and a clear acceptance condition. Engineering inherits clarity rather than having to guess intent. 

Dianna proposes a three-question filter (who fails, how severe/important, what “done” means) and challenges listeners to apply it to one current design input. 

Visit the YouTube series showing side-by-side results: https://www.youtube.com/playlist?list=PLTtGpfRyyNcZ9qMVL2HmWA7heE3Idyfbt

Send us a message

Work with Dianna I help product development teams build quality into the front end when it's cheap and easy, not late when it's expensive and painful.

Book a 20-minute discovery call with Dianna's calendar. Whether you're navigating the "fuzzy front end" of product development and want to explore a workshop or advisory partnership, or you'd like to be a guest on this podcast. You'll leave with a summary, relevant resources, and a clear path for next steps within 24 hours. 

Pierce the Design Fog (piercethedesignfog.com): my book on aligning cross-functional teams, defining clear design inputs, and accelerating product success. NIEA Finalist Award, reviewed by PDMA. 

Connect with me: I'm most active on LinkedIn. 

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