Thinking is an important step in design. The end goal of design is functionality. While there is room for aesthetic value, say the look and feel of the iPhone, in the end, usability and how well the phone works will determine its fate. One way to avoid misguided design is to think ahead. Professional designers typically think ahead about the objectives of their design project, the audience, and the range of potential solutions. In addition, designers have to resolve the inherent conflict between form and function. A design scheme that is very pleasing in terms of function may not work well. The challenge, then, create pleasing design without significantly compromising function.