Then the question arises: where’s the products? Not there yet? That’s not so bad, there’s dummy data to the rescue. But worse, what if the tech doesn’t fit the home, the specs too big for the room? Or too small? Too short features, too many headings, images too large for the premium design, or too small, or they fit in but it looks iffy for reasons. A buyer that’s unhappy for a reason is a problem, a buyer that’s unhappy though he or she can’t quite put a finger on it is worse. Chances are there wasn’t collaboration, communication, and checkpoints, there wasn’t a quality agreed upon or specified with the granularity required. It’s product strategy gone awry right from the start. If that’s what you think how bout the other way around? How can you evaluate products without design? No typography, no colors, no layout, no styles, all those things that convey the important signals that go beyond the mere textual, hierarchies of information, weight, emphasis, oblique stresses, priorities, all those subtle cues that also have visual and emotional appeal to the shopper.