“Design is not what it looks like or feels like, design is how it works” -Steve jobs

Designing for Dollars (Design Investment Decisions) Would you characterize product design decisions as structured or unstructured problems?
A mix. Product design is a balance of art and science. The first thing designers do on any new product design is to explore its basic form (what it looks like). This is not a scientifically structured phase, rather it relies on one's having a "good eye" for aesthetic. Once that's finished, then the structured phase begins: defining geometry, understanding the interfaces, applying appropriate materials, etc. Ultimately product development is a back and forth iteration with both structured and unstructured phases.

2. Describe and evaluate the process Chuck went through to change the way design decisions were made. Describe and evaluate the company’s new design decision process.

Making great decision of a consumer product is a critical challenge for the companies. In case of failing the customer, it leads to the decrease in market of that particular product. For example, according to this case study, the product designer Mr. Chuck Jones is realizing that the process of making design decisions should be improved. But the difficulty is the extra cost occuring of 5 dollars and being asked by the management what would be the return on investment, and he doesn't have any answer to that. Chuck surveyed other design centric companies like the bimmer, Nike and Nokia, and found out that most of them were following future investment based on past performance. Now these companies knew that it is difficult to understand the design's contribution like other business functions (Marketing, manufacturing, distribution) though they had talented people working for