It's easy to picture a subject, say a toilet paper roll. But what if I asked you to design it? Questions start to come up: Is this the right design, why? Does anybody want this? Who's it for? Suddenly our initial confidence of knowing "toilet paper" turns into anxiety! In this talk, I'l give you a glimpse to how we answer these product design questions at Adobe and describe the tools that have helped us define products and product features to match user's needs.