Design, to me, is not just about making things beautiful—it's about solving the right problems and delivering value throughout the product lifecycle. From shaping the product vision to crafting the final experience, I wear multiple hats to address the evolving needs of the team, the business, and the user.
Here's a look into the different phases of my design process with few examples along the way.
This is where the journey begins—with a simple yet powerful question: Why do we need this?
In this phase, I collaborate with stakeholders through discovery and inception workshops to align on the current state of the product, uncover business goals, and define the real problem we're solving.
I focus on two core objectives:
I've shared an example of how I led a workshop session to help a team define their product vision.
See the ExampleIn recent times, wearing the AI Enthusiast hat accelerate this phase—rapidly learning about the domain, analyzing the existing product we're set to enhance or rebuild, and summarizing client-shared documents. This allows me to uncover key insights faster, stay focused, and hit the ground running with clarity.
Product Strategist
AI EnthusiastThis is where the journey begins—with a simple yet powerful question: Why do we need this?
In this phase, I collaborate with stakeholders through discovery and inception workshops to align on the current state of the product, uncover business goals, and define the real problem we're solving.
I focus on two core objectives:
I've shared an example of how I led a workshop session to help a team define their product vision.
See the ExampleIn recent times, wearing the AI Enthusiast hat accelerate this phase—rapidly learning about the domain, analyzing the existing product we're set to enhance or rebuild, and summarizing client-shared documents. This allows me to uncover key insights faster, stay focused, and hit the ground running with clarity.
Product StrategistAI EnthusiastOnce we've aligned on the "why," the next step is understanding the who, what, and how. This phase is all about diving deeper into user needs, behaviors, likes, pain points and context to uncover actionable insights that shape the design direction.
I facilitate a variety of suitable research methods—interviews, surveys, ethnographic studies, card sorting, etc. I analyse & synthesize this data into clear, concise research reports, highlighting key findings and opportunities. I also craft user personas, empathy maps, and journey maps to create alignment and build empathy across the team.
The real impact of this phase? Insights that inform not just design, but product strategy. These findings help prioritize features based on real user value—not assumptions. It's where ideas start to take meaningful shape, grounded in evidence and empathy.
I've shared an example of how I conducted an ethnographic study to understand the user's context, uncover key pain points, and translate those insights into actionable product strategy.
See the ExampleIn recent times, wearing the AI Enthusiast hat has made this phase smarter and faster. Summarizing and consolidating research data is now more efficient, allowing me to quickly identify key themes. I use AI to generate initial interview questions tailored to the domain, and even draft early versions of user personas—giving me a strong head start before diving deeper into analysis.
User ResearcherAI EnthusiastThis is the core of the solution phase—where creativity meets logic. It’s the point where I shift from understanding problems to solving them. I begin by organizing and structuring content into a clear, user-friendly information architecture, laying the foundation for intuitive navigation and findability. From there, I sketch rapid prototypes to explore ideas, test assumptions, and validate early concepts with users and stakeholders.
Once the direction is clear, I create detailed wireframes and interactive prototypes to define layout, flow, and functionality across devices—desktop, mobile, and tablet. I design clean, engaging interfaces that align with brand guidelines, apply appropriate typography for readability and consistency, and craft intuitive interactive elements like buttons, forms, and menus. I also incorporate user feedback and behavioral data throughout the process, ensuring the design evolves to meet real user needs.
I’ve shared an example of how I led the product design—from early ideation through a collaborative sketching exercise, all the way to final visual designs.
See the ExampleLately, as an AI enthusiast, I've found GenAI incredibly useful in speeding up this phase of design. From generating high-level design concepts tailored to the product, to creating color palettes and shades that align with the brand, and even drafting design system components—it's like having a supercharged creative assistant by your side.
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Interaction Designer
Visual DesignerAI EnthusiastThis is the phase where designs come to life. As a Design Lead, I work closely with the development team to ensure that every design detail translates seamlessly into the final product. I guide them through user journeys using detailed visual mockups, answer design-related questions, and provide clarity where needed.
Collaboration is key here—and I don’t just hand off designs, I become part of the team. I actively participate in Agile ceremonies like daily stand-ups, iteration planning meetings, showcases, and retrospectives. Along with Business Analysts, I work one or two iterations ahead to ensure the team has everything they need—user flows, refined designs, and clear requirements—right when they need it.
I take full ownership of the design vision, staying involved throughout the build to ensure what gets developed is not only feasible and user-centric, but also delivers real value and stays true to the original intent.
Design LeadVisual DesignerProduct StrategistThis is the phase where we listen, learn, and level up. Once the product is live, my focus shifts to measuring its performance, identifying areas for improvement, and refining the experience based on real user behavior and feedback.
I collaborate with stakeholders, analysts, and product teams to review data from analytics tools, usability tests, heatmaps, and user feedback channels. This helps us pinpoint what’s working, what’s not, and where we can do better. I translate those insights into iterative design updates—enhancing usability, fixing friction points, and introducing new features in a user-friendly way.
Iteration doesn’t end with small tweaks. I also work on scaling the design—expanding the system for new use cases, ensuring consistency as the product grows, and maintaining quality as complexity increases. The goal is to keep evolving the product in a way that continues to meet user needs and drive business impact.
Lately, as an AI enthusiast, I’ve found GenAI incredibly useful in speeding up this phase of design. From generating high-level design concepts tailored to the product, to creating color palettes and shades that align with the brand, and even drafting design system components—it’s like having a supercharged creative assistant by your side.
Design LeadProduct StrategistVisual Designer