Design Process
Four steps.No mystery.
Design goes more smoothly when you know what’s happening and why. Here’s how a project with me usually runs. The details adapt to the size of the job, and we agree on them in the proposal.
The four stages
- 01 Discover
- 02 Define
- 03 Design
- 04 Refine & Deliver
01
Discover
We start with a conversation about your business, audience, goals, and what you want the project to achieve.
Before I think about how anything looks, I want to understand what you’re trying to do. I’ll read your brief, look at what already exists, and ask questions until I can describe the problem back to you in plain words. Sometimes this changes the brief, and it’s far better for that to happen now.
What I’ll need from you
- Your goals, in your own words
- Who you’re trying to reach
- Anything that already exists: a site, a logo, past material
- Examples you like, and ones you don’t
What you’ll get
- Questions, and a clear reading of the brief
- A written proposal: scope, deliverables, schedule, and a quotation
02
Define
I develop a clear creative direction and establish the visual foundations for the work.
Once we agree what the project is, I work out how it should feel and what it should do first. That means structure and hierarchy for a website, or the central idea for an identity. I’ll share a direction with the reasoning behind it, so we’re discussing decisions rather than decoration.
What I’ll need from you
- Honest reactions, especially early ones
- Any content or facts the direction depends on
What you’ll get
- A creative direction, with reasons
- Early structure, wireframes, or type and color studies, as suits the project
03
Design
I turn the direction into carefully considered designs, refining layouts, typography, and visual details.
This is the longest stage, and it’s where the attention goes: spacing, type, image choices, how a thing behaves on a small screen, how a logo holds up when it’s tiny. I’d rather show you fewer well-considered designs than a large pile of options to choose between.
What I’ll need from you
- Final or near-final content, if you’re providing it
- Feedback gathered in one place, from everyone who needs to weigh in
What you’ll get
- Designs presented in context, on real page sizes or real applications
- An explanation of the choices, in plain language
04
Refine & Deliver
We review the work, make agreed refinements, and prepare the final deliverables for their intended use.
We go through the work together and make the refinements we agreed on. Then I prepare everything so it’s genuinely usable: organized files, the right formats, and enough guidance that you, your team, or your developer can pick it up with confidence.
What I’ll need from you
- Consolidated final feedback
- Sign-off on the finished work
What you’ll get
- Final files prepared for their intended use
- Style guidance or a developer handoff, where it’s part of the scope
Working together
A few things that keep it running well.
Feedback in one place
It helps enormously when feedback comes together rather than from several people separately. I’ll tell you when I need it and what kind would be useful.
Refinements are agreed
The proposal describes what’s included. If the project changes along the way, that’s fine, and we’ll talk about what it means before anything changes.
Nothing appears by surprise
You’ll see the work as it develops, so the final presentation is never the first time you’re seeing an idea.
Questions
About the process.
Something else on your mind? Ask it in your project brief, and I’ll answer it personally.
Ready for step one?
It starts witha short brief.
Tell me what you’re working on. I’ll review it myself and get back to you about the next steps.