“Typically, when a product design falls flat, people want to insert a design process to fix the bad design. However (…), a one-size-fits-all design process does not exist. Don’t force a process on a design team that everyone must follow. Every designer has their own unique way of solving design problems. Bad product design is fixed by hiring good designers not by adopting a better design process.”
Just a set of steps a.k.a. process in ‘hinzeit’.