start with the right metaphor

• in product design, experience design, service design etc
• prioritising the right functions and forms is easier with a clear coherent metaphor
• makes decisions self evident
• who is this for and what metaphors will make sense for them
• keeps distributed teams on track with compatible mental models of what you’re building
• makes complex combinations of things simpler to conceptualise
• can be problematic if you’re clinging too tight to a metaphor that no longer works for your goals or your resources