Sound design for interactive products is rapidly evolving to become a relevant topic in industry. Scientific research from the domains of Auditory Display (AD) and Sonic Interaction Design (SID) can play a central role in this development, but in order to make its way to market oriented applications, several issues still need to be addressed. Building on the sound design process employed at the Sound Perception and Design (SPD) group at IRCAM, and the information gathered from interviews with professional sound designers, this paper focuses on revealing typical issues encountered in the design process of both science and design oriented communities, in particular the development of a valid and revisable, yet innovative, design hypothesis. A second emphasis lies on improving the communication between sound and interaction designers. In order to address these challenges, a conceptual framework, which has been developed using both scientific and designerly methods, was presented and evaluated with expert reviews.