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Design Process

Applying a 5 stage iterative human-centred design process that puts users and people at the very heart of the design and decision making process.

  1. RESEARCH & STRATEGY

    I start with identifying the business challenge and the people who use the product: interviews, analytics, competitor review and stakeholder workshops, so the problem is clearly identified.

    OutputsResearch insights, personas and a clear problem statement

  2. DISCOVERY & DESIGN

    Findings translate to a shared experience vision, mapping the user journeys first, then designing the screens in Figma on top of a global design system.

    OutputsExperience vision, journey maps, Figma wireframes, site taxonomy and global design system.

  3. PROTOTYPE & TEST

    Prototypes are created and tested in front of real users through remote, lab and guerrilla testing, generating a testing and insights report.

    OutputsFigma interactive prototypes, research protocols document, recruitment brief and user testing report.

  4. IMPROVE & DELIVER

    Design improvements are made before build starts, together with a prioritised roadmap that product, engineering and leadership have agreed.

    OutputsUpdated Figma wireframes, prioritisation backlog and digital product roadmap.

  5. MEASURE AND OPTIMISE

    I work with delivery teams in agile sprints, then measure results with analytics and feed what I learn back into the next iteration.

    OutputsWebsite analytics and metrics reports, site optimisation, insights and performance reporting.

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