Understand & Define
Align on the problem worth solving.
Discovery and inception workshops bring stakeholders together around business goals, the current landscape and a shared product vision. The starting point is a simple question: why do we need this?
- Map existing processes, tools and pain points.
- Define what the future product should do and the value it should deliver.
- Use product vision exercises to make priorities explicit and build alignment.
- Methods & skills
- Product in a Box · Elevator pitch · As-is process mapping · Competitor analysis
- Tools
- Mural · ChatGPT · Gemini · Perplexity
AI supports domain learning and document summaries, with the findings reviewed against the project context.
Research & Synthesize
Ground the direction in real behavior.
Research explores the people, behaviors and circumstances behind the problem. Methods are chosen to suit the questions, then findings are synthesized into a clear account of user needs and opportunities.
- Plan and conduct interviews, surveys, observation and other relevant research.
- Identify patterns, pain points and opportunities in the evidence.
- Create personas, empathy maps and journey maps to help the team understand users and prioritize value.
- Methods & skills
- Interviews · Ethnographic studies · Surveys · Card sorting · Journey mapping
- Tools
- Mural · ChatGPT · Gemini · Perplexity
AI helps prepare interview questions and organize research material. Draft themes and personas are checked against the evidence.
Ideate, Design & Validate
Turn insight into an experience people can use.
Information architecture gives content and navigation a clear structure. Sketches, wireframes and prototypes then help explore alternatives, test assumptions and refine the experience with users and stakeholders.
- Explore concepts through collaborative sketching and rapid prototypes.
- Develop flows, layouts and interactions across desktop, mobile and tablet.
- Shape visual design through typography, branding and reusable design-system components.
- Use feedback and behavioral evidence to refine the design.
- Methods & skills
- Information architecture · Collaborative sketching · Prototyping · Visual design · User testing
- Tools
- Figma · Figma Make · UXPilot · Sketch · Mural
UXPilot supports interface exploration, while Figma Make helps prototype interactions. Design judgment guides which ideas are developed further.
Build & Collaborate
Carry design intent through implementation.
Close collaboration with engineers and business analysts keeps design connected to delivery. Detailed flows and visual designs help explain the intended experience, while ongoing conversations resolve questions as the product takes shape.
- Work one or two iterations ahead with business analysts to prepare flows, designs and requirements.
- Participate in planning, stand-ups, showcases and retrospectives.
- Clarify interactions and details during the build, balancing feasibility with user needs.
- Methods & skills
- Agile UX · Design ownership · Prioritization · Cross-functional collaboration
- Tools
- Figma · Jira · Mural · Sketch
Evaluate, Iterate & Scale
Learn from use. Improve as the product grows.
After launch, analytics, usability testing and user feedback help identify friction and opportunities. Those insights inform design updates and guide how the experience evolves as new features and use cases are introduced.
- Review behavioral data, usability findings, heatmaps and feedback with product teams and analysts.
- Prioritize improvements and refine journeys and interactions.
- Extend the design system to support new use cases while preserving consistency and quality.
- Methods & skills
- Analytics · Usability testing · Feedback synthesis · Roadmapping · Design-system scaling
- Tools
- Figma · Mural · ChatGPT