My approach always starts with asking why or why not?
01 — Discovery
Ask questions.
Understand the problem.
Who are we designing for, and what are we trying to solve? Learn everything there is to know about the product, audience, and existing narrative. Look for opportunities to challenge what already exists and find a new path forward.
02 — Strategy
Define a direction.
Explore possibilities.
Use what we’ve learned to establish a clear creative direction rooted in the problems that need solving. From there, explore possibilities through moodboards, sketches, prototypes, and other early proofs of concept.
03 — Design
Follow the strongest idea. Push it further.
Take the idea with the most potential and develop it as far as possible. Test it against the original challenges, question its assumptions, and refine the solution until the concept and execution work together.
04 — Execute
Define the system.
Make it built to last.
Polish and establish the rules behind the final solution. This might take the form of brand identity guidelines or a flexible design system that creates consistent output while leaving room for the work to evolve in the future.
