Almost everything around us was designed by somebody. Our houses were designed, our cars, our clothes and our possessions. Even flowers in the garden were bred to look the way they do. Deep design aims at a product, process or service which is feasible, works and looks well, is wanted, survives in use, can be scrapped when its life ends and fits our social and political aspirations. Doing all this is a tall order; the past is littered with failures: Brunels Great Eastern, doomed 1930s airships, mechanical television, early nuclear reactors, and major software projects without number in our own time. Yet without inventive and successful deep design our scientific and technical virtuosity is worthless and our dreams cannot be realised. For designers and all who care about the use and abuse of technology, this book shows how it has to be done.