For me design is a certain type of mindset. While creating a concept you have to be able to be creative and keep the basis objectives in mind. Combined with a out of the box approach within a design perspective where there are multiple guide lines you have to follow, will result in a strong and stable product. Being able the establish a strong foundation where things such as conversion, attribution and opportunities are part of daily innovation, is key to its development. This process is never finished as the digital world is changing day by day.