Graduation Year


Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Ashwini Srikantiah

Reader 2

Scott La Counte

Reader 3

Sean Flynn

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Terms of Use for work posted in Scholarship@Claremont.

Rights Information

2023 Priscilla J Abrego


This research paper explores the intricate decision-making processes that impact the success of digital products. Focusing on the experiences of product designers and managers from leading companies, including Looker, Middesk, Around, Webex, HubSpot, Google. and Reddit, the study investigates the relationship between design professionals’ decision-making processes and basic economic models. Using data collected through eight in-depth interviews, the research identifies common trends, challenges, and effective strategies within design methodologies. The study underscores the significance of design thinking practices, particularly in the discovery and iteration phases, as well as describes the nature of managing trade-offs throughout the design process. Drawing on the economic principles of utility maximization, competitive advantage and risk management, the research sheds light on the strategic decisions made by designers and product managers.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.