The company’s version of design thinking centers around something it calls “the loop.” Visualized, the loop is an infinity symbol punctuated with four dots—the yellow dot representing the user, the green dots representing the various actions of “observe,” “reflect,” and “make.” Explained simply, the loop represents the entire product-creation process, beginning with user-centered research all the way through prototyping (“everything is a prototype!” says Hill), to building and launching a product.