01.
DISCOVERY
The starting point is understanding — what the business needs, what users actually do, and where the two don't quite match. Market research, competitive analysis, and user interviews all feed into this. The goal is to form clear assumptions before anything gets designed.
02.
IDEATION
With the problem defined, I move into flow work. User flows, information architecture, "How Might We" questions, and early wireframes. This stage is about structure — making sure the content and layout serve both the user and the business before a single component gets styled.
03.
DESIGN
In this stage, wireframes are transformed into low-fidelity designs or pixel-perfect prototypes including interactive elements and animations. Asset packs and documentation are prepared for developer handover.
04.
TESTING
In this final stage, the prototype is thoroughly tested with real users to gather feedback, leading to iterative designs and flow adjustments. The process also includes A/B testing, usability analysis, and quality assurance. Further changes are made to the designs or flow and retested until the experience is intuitive and satisfying.