based on the concept that designs often fail, chinese designer ivan zhang, founder of a’postrophe design has created a philosophy to fix the process. a daily product, may be referred to as ‘original A’, and as it needs correcting it is modified to represent ‘original B’ – a reaction and improvement from the first attempt. this improved model can then be called ‘original C’ the option that achieves the intended purpose of the product: calculated as A + B — C the design philosophy of A, A’ is to avoid this intentional correction, and directly achieve the product’s purpose C: calculated as A’ —— C this improves the function of the design and the experience for the user. applying this theory to already conceived products, there is less impact on the ecological footprint of the design. A’ follows the process of A + B to A’ through simple creative solutions.