Pioneering industrial designer Dieter Rams said, 'Indifference towards people and the reality in which they live is actually the one and only cardinal sin in design.' This rings true for us as we seek to understand the experience of people living with dementia. Dementia Choices, a product design auditing system launched by the Dementia Centre in 2019, supports manufacturers to know their market to make better products, and gives a platform to those with products which are truly enabling to people with dementia, making it easier for architects, specifiers and those in procurement. This talk breaks down the design principles to consider when designing products for people living with dementia, the evidence behind them, and the experience of manufacturers currently in the Dementia Choices programme and how it has helped shape their products for good.