With the advancements in technologies such as artificial intelligence and big data, the fundamental logic of the design industry is undergoing significant changes. On one hand, an increasing number of aesthetic-related tasks can now be effortlessly generated with intelligent tools for free. On the other hand, many design needs remain unmet, positioning design in a phase of high demand but short supply. What exactly is design? How do we define good design? How should the value of design be measured? This book is a series of reflections and summaries based on these backgrounds and questions.