Doing the homework

We need go deep in order to understand the context we're designing for and build a knowledge foundation for the next phases


  • Interview stakeholders, subject matter experts and users to gain a better understanding of business and user goals

  • Examine the competition to understand what best practices exist within your area and where there's room for differentiation

  • Usability testing to find the customer pain points and areas of frustration for users and those of your competitors

  • Create personas to summarize user research, empathize with users and help make tough design decisions

  • Identify and document user scenarios and tasks

  • Document all findings and share them with the team


In this phase we make choices based on what we already learned about your users and business goals


  • Brainstorm and categorize features

  • Scope the project and rally the team

  • Prioritize goals, set project vision and draft a roadmap


This phase of the project provides the blueprint for the product design. The creative process is an iterative cycle that includes designing, testing and refining.


  • Develop and test concepts for feasibility, usability and perceived customer value

  • Apply interaction design and flush-out the product structure

  • Create a working prototype for stakeholder feedback, usability testing, and to provide UI specifications 

Surface & Brand

Last, we apply the aesthetics, brand elements and visual affordances to make the experience visually appealing, help support your message and engage users.


  • Create visual studies to suggest the emotive quality and show options for the brand

  • Additional usability testing for feedback on brand elements and visual approach

  • Final delivery of all style and design assets for building of product by your development team