What I do
User Experience
The UX principle puts the ominous User first. My main priority is understanding the people who will interact with a product. What's important is what the users want and need and how to understand and prioritize this to create a great relationship between them and the product.
Idea & Concept
Ideas are based on curiosity and creativity. Even a bad idea, if well researched and tested, can be the start of a great concept. I believe it is easier, less resource consuming and more sustainable to iterate through multiple ideas and concepts to create a great product, then it is to create hundreds of mediocre products.
Interface & Product Design
Everyone has a different understanding of exceptional design, depending on personal aesthetics, their own experiences, the product and various other factors. A good designer understands those factors and can bring them together, while maintaining a cohesive user experience.