When the necessity to separate the design and engineering function is demanded from investors, labs, corporations and organizations who focus on the compartmentalization of these functions, innovation becomes limited. Time to deliver these innovations however is increased as compartmentalized function based attributes of new product development organizations is well knows. However in the small tight teams of firms such as Whatsapp (13 people in the total design and development team) the coupling of the enginnering and design fuctions can not be more easily seen. In A DescriptiveFramework Of The Design Process From A Dual Cognitive Engineering Perspectivewe see the basis and tools necessary to make this happen. This is one of the key components for the delivery of true innovations and ground breaking new product development efforts.