I meet a lot of non-designers since I’m relatively new to the city. I use to tell people the ‘what Architects do for buildings I do for products definition’ too but for the past couple of years I’ve been telling people ‘I make products more attractive to use and look at- sort of like what they did with Apple products’ and right away people catch on. It’s not the most eloquent or comprehensive definition but it gets the conversation going. In addition I would say ‘I help companies benefit from making their products more attractive to boost sales without much added costs (what Hyundai is doing with their cars)’ and they seem to get that too.