My Design Process - It’s not a checklist, It’s a toolkit.
My design process is not a rigid, but rather an evolving process as I learn from new experiences. It’s rarely a linear process. Every project demands a different rhythm. Some days I’m deep in research, other days I’m reworking something I thought was final. What matters is using the right method at the right moment, not checking boxes for the sake of process.
Understanding
Before jumping into any visuals, I focus on getting a clear picture of who we’re designing for and why it matters.
This phase is about exploring context, understanding user behavior, mapping pain points, and framing the right problems. Sometimes it’s about talking to people, running interviews, or studying analytics. Other times, it’s simply about listening to what the team already knows.
I often run a quick competitive review or heuristic evaluation to see how others have tackled similar challenges. From there, I start connecting dots, building affinity maps or lightweight personas if needed,just enough to uncover meaningful direction.
Things I focus in this phase
- Business Objectives
- Target Audience
- Market Research
- Competitor Analysis
- Functional Specifications
- Product Goals
Information Architecture & Wireframing
Once I understand the problem, I move into shaping how everything fits together: the structure, the flow, and the logic behind the experience.
This is where ideas start to take form, but not in full color or polished visuals. The goal here is clarity, not perfection. I stay away from details like typefaces, shadows, or icon styles at this point, those come later. Early on, I want to see how things connect and how users might move through the system.
By staying lightweight here, I can test more ideas, find what feels right, and save the real detail work for when it actually matters.
Things I focus in this phase
- Moodboards
- User Flows
- Wireframing
- Information Architecture
- Concept Explorations
- User Research
Design
I believe that good design is about connecting the dots and exploring different versions to discover the best solution.
Included in this phase
- Prototyping. I create initial prototypes based on the ideas generated during the ideation phase. This allows me to visualize the concepts and explore their functionality. Whether it's low-fidelity sketches or high-fidelity interactive models, prototyping is essential for moving from abstract ideas to tangible designs.
- Testing and Feedback. After creating a prototype, I present my designs to the team while clearly articulating the thought process and objectives behind my design decisions. I actively seek feedback from stakeholders and product managers, encouraging open dialogue and carefully considering both their explicit feedback and subtle reactions.
- Iterative Refinement. I evaluate each suggestion based on its merit, ensuring it aligns with the project's objectives and user needs. I engage in dialogue with stakeholders to clarify their feedback and understand their reasoning, which helps me prioritize changes into "must-have" and "nice-to-have" categories. By adopting an iterative process, I implement critical adjustments while documenting decisions to maintain transparency.