Product design can play a decisive role in whether a user prefers a certain product over another. Because the way a digital product is designed often determines its popularity, the amount of (new) customers, the loyalty of existing customers and the market penetration or competitive advantage.A digital product that is better designed in its functions, usability and user experience can do better in a highly competitive environment than one with average or neglected product design.And by the way, the term product design refers to both the process itself and the result of this process.