A PLAYBOOK FOR PRODUCT TEAMS

Get on the same page-before design goes too far.

Product development gets foggy when teams jump to solutions, work in silos, and discover critical problems too late. Pierce the Design Fog gives cross-functional teams a structured way to explore the problem and turn shared knowledge into actionable design inputs.

Pierce The Design Fog-NIEA Finalist-Ortho

WHAT'S INSIDE

A repeatable method for team-based concept development.

Practical guidance, real-world examples, templates, and step-by-step implementation strategies for managers, engineers, product leaders, and cross-functional teams.

Image of young business man showing project on desk to his colleagues indoors coworking. Focus on african woman pointing to desk.

The ADEPT Team Framework

A repeatable process for structured, purposeful team co-work sessions that move beyond typical meetings.

  • Align: bring everyone to a common starting place.
  • Discover: generate ideas and share knowledge.
  • Examine: build shared understanding.
  • Prioritize: evaluate ideas against defined criteria.
  • Teamwork: close with clear next steps.

The Concept Space Model

A targeted tool to guide your team’s exploration of user experience before diving into design solutions.

  • Benefits: what positive outcomes should users experience?
  • Symptoms: what unintended negative impacts should you anticipate?
  • Use Process: what steps do customers take when interacting with the product?

TWO WAYS TO USE THIS BOOK

Learn at your pace-or apply it with guidance.

The right choice depends on your team’s facilitation capacity, timeline, and need to apply the method to a live product challenge.

Self-guided implementation

$25.99

Buy the book and distribute it to your cross-functional team. Work through the exercises together and apply the frameworks on your own timeline.

  • Best for teams with internal facilitation capability
  • Build skills gradually
  • Learn by doing
  • Flexible timeline

Team Intensive with expert guidance

Apply the method to a real project

Choose this path when your team wants expert facilitation, a current-project focus, and completed work product.

  • Two-day in-person or four-half-day virtual format
  • Designed for a cross-functional product team
  • Details and investment below

USE THE BOOK WITH YOUR TEAM

One copy can start a better product conversation.

Start with the book when you have the internal capacity to facilitate discussion and want to build the method gradually. Choose the Team Intensive when the team needs expert facilitation, a current-project focus, and completed work product.

01

Learn together

Read the relevant sections and use the questions with the people who shape the product.

02

Apply to a real project

Use the frameworks to examine a current product challenge, not an abstract example.

03

Choose support

Continue self-guided, bring in facilitation, or discuss broader capability-building.

 

Most product development books start where requirements already exist. Deeney goes earlier, introducing The Concept Space Model and Adept Team Framework as a coherent system for the work that most teams skip or rush.

-Chu Nnodu, Enterprise Product Manager, Ajared Research 

Read the full review on PDMA → https://www.pdma.org/page/review-pierce-the-design-fog

QUESTIONS FROM PRODUCT TEAMS

Frequently asked questions

Pierce The Design Fog.com

Want the table of contents, preview, case studies, and additional reviews? Visit PierceTheDesignFog.com.

BEYOND THE BOOK

Keep building your team's capability.

Use the book as a starting point, then choose the resource that matches how you want to continue.

For individual learning

Get templates, case studies, and Quality during Design insights.

Subscribe

For organizational support

Build the frameworks into your team’s product-development practice with advisory support.

Learn about advisory

Not sure what you need?

Schedule a short conversation to identify where your process is creating friction.

Schedule a call

Ready to help your team get on the same page?

Choose the self-guided book, explore the Team Intensive, or schedule a conversation if you are not sure which path fits.

Graphic attributions, this page: team photo by drobotdean / Freepik