Product design is a very important aspect of any organisation. Every product should have distinguishing physical characteristic, usefulness and within adequate cost . Product design therefore can be explained as manufacturing of a product which attracts the customer and also provides value for them. So, management of any organisation should focus to employ experienced operation managers who can design well articulated and desired products using high-quality, low-cost materials and methods for satisfying the requirements of customers. Product design being a critical factor in organizational success it sets the characteristics, features, and performance of the service or good that consumers demand. The objective of a product design should therefore be to create a product in a reasonable time with excellent utility, appeal and acceptable cost so that the resulting product should be competitive with or better than similar products on the market in terms of quality, appearance, performance, service life, and price. Focus of this paper is to explain major objectives of a product design by illustrating importance, concepts and process.