Process

Every project has its own size and scope, with different stakeholders and different goals, but one thing they all share is the need for a methodological problem solving approach. This isn’t to say there is a simple formula, but my process tends to take the following shape:

1. Research

The very first thing I do - whether I’m designing an app or a flyer - is gather information. My creativity is built on a foundation of analytical data and qualitative information that give me insight into what the problem is, what solutions have been tried, and what ideas haven’t been thought of yet.

2. Strategy

Next comes strategy. Before we can execute, we need to know our plan. This is the stage where I align business goals with customer needs. I brainstorm possible solutions and compare how each one serves the user as well as the business. I take the best of what’s out there, merge it with what hasn’t been tried yet, and draw the line between the current issue and the desired outcome.

3. Design

After coming up with possible solutions, it’s time to put the plan in motion. My approach is to start simple, creating a skeleton solution that can validated/invalidated quickly so that we can get to the best solution efficiently. I use a variety of tools during this stage including pen and paper, Balsamiq, Adobe XD, and more.

4. Testing

There is a huge difference between thinking a design will work and knowing that a design works. I perform a variety of testing methods including A/B testing, preference testing, usability tests, and 5 second tests to validate/invalidate a design. Then I analyze the results, fix problems, and develop an improved version. Depending on the project, this stage can be repeated multiple times.