This is my design process. It is always WIP.
5 phase Design Process
My approach is a pretty design-standard “ideate-evaluate-iterate” template, with a phase for discovery at the front, and design systems at the back. While the process can be very fluid with blurry-at-time boundaries, the 5 phases end up looking mostly like this:
3 constant Core Considerations
Through each of the 5 design phases, I constantly check and consider against the 3 core considerations referenced in my Design Philosophy. These foundational elements are: the User, the Problem, and the Story. Each of these elements have individual considerations along each step of the design process.
1. Discover
Ask all the questions, even the ones that sound stupid. Turn over all the stones. Poke around and pull some threads to see where they lead. This is the first step and the best time to channel your inner 5-year old. “But why?” The goal here is to get all the information out first, before you start sorting.
Discovery phase Core Considerations:
Who is the end user?
What matters to them?
What is the problem here?
What is the result of an ideal solution?
Identify possible storylines.
2. Sketch
Consider all the facts, reflect on the information from the Discover phase. Ideate all the concepts. Start with pen (or pencil, I suppose) and paper, there are no wrong answers. Craft a visual, work through a solution, contemplate a different point of view, throw things at walls and see what sticks. Variation avoids blind spots and covers more ground, so create OPTIONS and don’t get married to one direction. There are always multiple paths to get to a destination, explore them all. This is where a large amount of the design lifting happens. Prepare to do this again after sharing.
Sketch Phase core considerations:
Talk to the user (if you haven’t yet) and design for them.
Ask: How are my pretty designs working to solve the problem?
Craft possible stories.
Ask: How will people talk about this?
3. Share
Present your work to others. Come prepared to tell stories about each of the options. Accept critical feedback, and have an answer for questions, particularly: “Why did you do this?” Remove your ego from the process, ensure everyone is working towards the shared goal defined in the Discover phase. Take notes, reflect, re-consider, and then go back to Step 2 and do it again, until it’s great.
Share phase core considerations:
Cross check your solutions with the user.
Present multiple solutions.
Explain how your design addresses the problem.
Present stories. Tell stories. Engage with others and see what sticks.
4. Refine
Once an ideal direction is identified, it’s time to refine. Work out all the kinks, push those pixels, break out the Pantone color chips and squint. Time to inspect geometry, fine tune hues, and push towards the most ideal of ideal solutions.
Refine phase core considerations:
Fine tune your design for the user and the user only.
Fine tune your solution and work through all functional bumps.
Practice telling the story until it’s second nature, and identify the clear and compelling narrative.
5. Systems
Create guidelines and systems to allow for repeatable success going forward. Make templates, set standards. Define all the considerations and priorities to allow for anyone to achieve consistent results in the future. Design is the only time you get to make the rules after you play the game.
Systems phase core considerations:
Set the user’s expectations for consistency.
Futureproof: Consider future problems.
Tell the story.
Give everyone tools to share the story.
