Discover
- Research
- Interviews
- Empathy
Transparent & collaborative
The Process Behind
Every Great Design
No guesswork, no black boxes. My 6-step design process is rooted in empathy, driven by research and built for collaboration — so you know exactly what to expect at every stage.
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6
Clear Phases
5+
Years Practising
80+
Projects Delivered
100%
On-time Delivery
01
Discover
Research
02
Define
Synthesis
03
Ideate
Concepts
04
Design
Hi-Fi UI
05
Prototype & Test
Validate
06
Deliver
Launch 🚀
At a Glance
6 Steps. One Seamless Flow.
From the very first brief to the final handoff — here are the six phases every project moves through. Each step builds on the last, ensuring nothing is skipped and everything is intentional.
Define
- Personas
- Journey Map
- Framing
Ideate
- Crazy 8s
- Sketching
- Concepts
Design
- Wireframes
- Hi-Fi UI
- System
Prototype
- Clickable
- User Tests
- Iterate
Deliver
- Handoff
- Specs
- Launch 🚀
Phase 01
Discover — Listen Before You Sketch
Great design solves real problems. Before a single pixel is moved, I invest deeply in understanding — your users, your business, your competitive landscape and your goals. This phase eliminates assumptions and replaces them with evidence.
- Stakeholder interviews & kick-off workshop
- User research & survey synthesis
- Competitive & heuristic analysis
- Research report with key insights
Tools I use in this phase:
Notion
Maze
Google Forms
Miro
Hotjar
Google Analytics
Typical duration: 1 – 2 weeks
User Interviews
1:1 conversations with 5–10 real users to uncover pain points, motivations and mental models.
Contextual Inquiry
Observing users in their real environment to capture what surveys and interviews miss.
Analytics Review
Quantitative data to validate assumptions and identify drop-off points before starting design.
Competitive Analysis
Benchmarking against 5–8 competitors to identify UX patterns, gaps and opportunities.
Phase 02
Define — Turn Research into Direction
Raw research data means nothing without synthesis. In this phase I transform insights into actionable artefacts — personas that represent real people, journey maps that expose friction and a laser-focused problem statement that guides every decision ahead.
- 2–3 user personas with goals & pain points
- As-is user journey map
- "How Might We" problem statements
- Design brief & success metrics (KPIs)
Figma
Miro
FigJam
Notion
Dovetail
Typical duration: 3 – 5 days
Personas
Research-backed user archetypes — not fictional — built from interview patterns and behavioural data.
Journey Maps
End-to-end experiences mapped with moments of joy, frustration and opportunity.
Affinity Mapping
Cluster themes from research into clear, prioritised problem areas ready for ideation.
Success Metrics
Defining measurable KPIs upfront so we can evaluate whether the design actually worked.
Phase 03
Ideate — Quantity First, Quality Second
The best ideas rarely come first. I use structured creative techniques — Crazy 8s, mind mapping, and rapid sketching — to generate a wide range of concepts before narrowing to the most promising direction. Quantity now means better quality later.
- Crazy 8s worksheets (8 ideas in 8 mins)
- Concept sketches (3–5 directions)
- Information architecture & sitemap
- Concept prioritisation with stakeholders
Paper & Pen
FigJam
Miro
Procreate
MindMeister
Typical duration: 2 – 4 days
Crazy 8s
A time-boxed sprint: 8 distinct concepts in 8 minutes. Forces divergent thinking over perfectionism.
Rapid Sketching
Low-fidelity paper sketches to explore layout, flow and UI patterns without software constraints.
IA & Sitemaps
Defining how content and features are structured before investing time in visual design.
Concept Voting
Collaborative dot-voting with stakeholders to align on the strongest concept to carry forward.
Phase 04
Design — From Wireframe to Hi-Fi
This is where ideas become tangible. I move from low-fidelity wireframes through to pixel-perfect, developer-ready screens — building a complete design system along the way so every component is consistent, scalable and ready to hand off.
- Low & mid-fidelity wireframes
- High-fidelity UI screens (all breakpoints)
- Design system & component library
- Brand/style guide documentation
Figma
Adobe Illustrator
Photoshop
Tokens Studio
Unsplash
Typical duration: 1 – 3 weeks
Wireframes
Structural blueprints focused on layout and flow — validated early before investing in visuals.
Hi-Fi Screens
Polished, pixel-perfect designs at every breakpoint with real content, not Lorem Ipsum.
Design System
Reusable, atomic components — colour tokens, typography scales, spacing systems — for scalable UI.
Responsive Design
Designs that flex beautifully from 320px mobile to ultra-wide desktop — nothing is an afterthought.
Phase 05
Prototype & Test — Fail Fast, Learn Faster
Assumptions are dangerous. I build interactive prototypes and put them in front of real users — not just stakeholders — to find friction before it costs time and budget in development. Every test round sharpens the design.
- Clickable Figma prototype (full flow)
- Moderated usability test sessions (5+ users)
- Usability test report with severity ratings
- Iterated designs based on findings
Figma Prototype
Maze
UserTesting
Loom
Lookback
Typical duration: 1 – 2 weeks
Interactive Prototype
Full clickable flow in Figma — transitions, overlays and micro-interactions that feel like the real product.
Usability Testing
Moderated sessions with real users completing real tasks — recorded and analysed for insights.
Severity Rating
Issues ranked by severity so fixes are prioritised correctly — critical first, nice-to-have last.
Iterate & Refine
Every test round produces a sharper design. Iteration is a feature, not a failure.
Phase 06
Deliver — Handoff that Developers Love
A great design badly handed off is a wasted design. I provide developer-ready specs, exported assets, annotated files and brand documentation — then stay available through launch to ensure the build matches the vision perfectly.
- Annotated Figma file with spacing & tokens
- Exported assets (SVG, PNG, WebP, 1×/2×)
- Brand guidelines & design system docs
- Post-launch design QA & support
Figma Dev Mode
Zeplin
Notion (Docs)
Loom
Linear
Typical duration: 2 – 3 days + ongoing QA
Dev Handoff
Clean, organised Figma files with component variants, auto-layout and design tokens — ready for Figma Dev Mode.
Asset Export
All icons, illustrations and images exported in every required format and resolution — named and organised.
Style Guide
A living document: colours, typography, spacing rules, component usage guidelines and accessibility notes.
Launch Support
Available through the build and go-live to review the implementation and ensure pixel-perfect quality.
Principles
The Beliefs that Drive Every Decision
Process is only half the story. These four principles shape how I think, communicate and make decisions at every stage of a project.
Principle 01
Users First, Always
Business goals matter — but the people who use the product are always the primary stakeholder in my design decisions.
Principle 02
Radical Transparency
No surprises, no black boxes. I share work-in-progress early and often, so feedback is cheap and pivots are painless.
Principle 03
Iteration Is Strength
The first design is never the best. I embrace feedback loops, test cycles and revision as part of the craft — not a failure of it.
Principle 04
Detail Is Respect
Attention to spacing, typography and micro-interaction signals care for the user. I sweat the small stuff so they don't have to.
Timeline
Typical Project Schedule
A standard end-to-end project runs 6–10 weeks depending on scope. Here's how the phases flow.
Week 1 – 2
Discover & Define
Research, interviews, synthesis into personas, journey maps and problem statement. Kick-off workshop with stakeholders.
Week 2 – 3
Ideate & Concept
Rapid concept generation, IA mapping and stakeholder alignment on the chosen direction before any visual design begins.
Week 3 – 6
Design
Wireframes → hi-fi screens → design system. Review checkpoints at wireframe and hi-fi stage to keep everyone aligned.
Week 6 – 8
Prototype & Test
Interactive prototype built, tested with 5+ real users, findings documented and designs iterated based on results.
Week 8 – 10
Deliver & Launch
Developer handoff, asset export, style guide, post-launch QA. The design matches the vision — or we fix it until it does.
FAQ
Questions I Get All the Time
Honest answers about how this process works in practice.
Not rigidly. The process scales with the project. A full product redesign warrants every phase in depth.
A landing page or brand refresh might condense discovery into a 30-minute brief call and skip formal
usability testing. The principles stay the same; the depth flexes with your scope and budget.
I work best with clients who are available for a kick-off session, 2–3 review checkpoints and a final
sign-off call. Outside of those, I handle everything independently. Your time investment is roughly
3–5 hours total for a typical project — concentrated where your input matters most.
Pivots happen — and they're far less painful when caught early. That's exactly why I share work at
the wireframe stage before investing in hi-fi polish. Minor directional changes within scope are
handled without fuss. Significant scope changes are discussed openly and priced accordingly.
Absolutely — and I encourage it. Getting developer input during the design phase prevents
feasibility surprises later. I use Figma Dev Mode, annotated specs and design tokens
to make handoff smooth. I'm also available to review the build and flag any discrepancies.
Standard projects include 2 revision rounds per major deliverable (wireframes, hi-fi screens).
Revisions are most valuable — and free — when they're based on structured feedback rather than
preference changes. I provide a feedback framework at each review to make your input as effective as possible.
Everything. You receive the full Figma source file, all exported assets (SVG, PNG, WebP at 1× and 2×),
a brand guidelines PDF, and any research artefacts created during the project.
You own 100% of the deliverables upon final payment — no strings attached.
Ready to get started?
Let's Build Something
Worth Using.
You know the process. You know what to expect. Now let's apply it to your product, brand or idea — and make something that genuinely works for the people who'll use it.
Currently available for new projects & collaborations