Design Process + Tools

Not all projects are the same, not all processes are the same either.

The design process is never linear, approaching design similarly to scientific methods can create a controlled chaos.

Having a rough outline and working in sprints to keep everyone on the same wave length. Lets make projects fun.


Qualitative Research and Data

There is usually little information about a new products that teams are able to work from. Designing and working from qualitative data give projects legs. Using qualitative research methods we can begin to find themes and groupings and relate to your user. This can help create personas, customer journey maps., business model canvases and project outlines.

Competitive + Comparative Analysis

Doing analysis help understand what contemporary best practices, current trends and industry standards are in Digital Marketing, User Experience Research and Design, User Interface Design, and Product Design.

Hypothesis + Assumptions

The iterative design process goes through many stages and updates as an experiment would. Creating a problem statement, we can begin to narrow our scope.


Using data from research tools like empathy maps, experience maps, personas, infographics and other assets to help us better understand the users we are designing for.


Once data from is gathered, we can compare it to our assumption and hypotheses that the team has created. Using these insights we can create assets and we can start to identify and narrow the scope of the project.

NOTE: What the perceived problem from the initial intake from clients to the actual solution is often very different.


Start Solo: Starting solo can avoid group think in a team environment. A stream of converging and diverging while brainstorming and sketching (yes with pencil and paper) help create useful insights.

Wireframes + Information Architecture

Creating an Information Architecture we can start to better understand our wireframes and prototype


From the wireframe and we can begin to prototype specific functionalities of the product to be handed off to the development team.

Key things to consider throughout the design process, especially once you have reached the prototyping stage is Accessibility (Development and Product Management) and Branding (Sales and Marketing).


Qualitative Research + Data

Using different qualitative tools, we can validate our designs to stakeholders.


Lo-Fi prototypes are often the bones and do not include final content, visual design and interactivity. Lo-Fi prototypes can be simple paper

Hi-Fi prototypes include gestures animations, final copy and content, visual branding.

All though not always true, it is important to consider responsiveness in iterations of your product as we are in an era of mobile-first behaviour and thinking.