Our Design Process, Demystified
A transparent look at how we approach design projects—from discovery through delivery—and why process matters more than talent.
Every agency claims to have a “proven process.” Most are variations of the same thing: discover, design, develop, deliver. The words change; the work doesn’t.
So why write about ours?
Because we’ve learned that how you work matters as much as what you produce. A good process creates space for great work. A bad one—or no process at all—produces inconsistency, scope creep, and burned-out teams.
Here’s how we actually work.
Phase 1: Discovery (Week 1-2)
Every project begins with listening. We resist the urge to jump into solutions because we’ve learned that early assumptions are usually wrong.
Stakeholder interviews are the foundation. We talk to founders, executives, and the people who’ll actually use what we’re building. Different perspectives reveal different truths.
Competitive analysis maps the landscape. Not to copy, but to understand conventions and identify opportunities for differentiation.
User research grounds us in reality. Even a handful of user interviews can invalidate weeks of assumptions.
The deliverable is an alignment document: a shared understanding of goals, constraints, success metrics, and open questions. Everyone signs off before we proceed.
Why this matters
Skipping discovery is the most expensive mistake in design. We’ve seen it repeatedly: projects that seemed clear in kickoff become confused in execution. The cost of realignment mid-project is 3-5x the cost of proper discovery.
Phase 2: Strategy (Week 2-3)
Strategy translates discovery into direction. This is where we make choices—and document them.
Positioning answers the question: “What is this thing, and why should anyone care?” For brands, this might be a positioning statement. For products, it’s the core value proposition.
Information architecture structures the experience. What goes where? How do users navigate? What’s the hierarchy of importance?
Creative direction establishes the visual and tonal territory. We explore mood boards, reference points, and design principles before touching Figma.
The deliverable is a strategy brief that guides all creative work. It’s a decision-making tool for the weeks ahead.
Phase 3: Design (Week 3-6)
This is where ideas become tangible. We work in rounds, not waterfalls.
Round 1: Exploration. We present 2-3 distinct directions. These aren’t random—they’re strategic alternatives that explore different aspects of the brief. We’re looking for signal: what resonates?
Round 2: Refinement. Based on feedback, we develop the chosen direction. Details sharpen. Systems emerge. We’re building, not just concepting.
Round 3: Polish. Final refinements. Accessibility checks. Edge cases. The work should feel complete.
Feedback protocols
Bad feedback kills good work. We’ve learned to structure it:
- Scheduled reviews prevent constant interruption
- Written feedback first ensures thoughtful response
- Decision-makers in the room prevents re-litigation
- Objectives over opinions (“Will this achieve X?” not “I don’t like blue”)
Phase 4: Development (Week 5-10)
For web projects, design and development overlap. We don’t throw designs over the wall.
Component-first development builds the design system before the pages. This ensures consistency and accelerates the build.
Continuous review catches issues early. Designers review development work daily, not at the end.
Performance is a feature. We test load times, Core Web Vitals, and accessibility throughout—not as a final checkbox.
The deliverable is a working product, not a prototype.
Phase 5: Launch & Beyond (Week 10+)
Launch is the beginning, not the end.
Soft launch with monitoring. We watch analytics, gather feedback, and fix issues before full promotion.
Training and documentation ensures the client can maintain and evolve the work.
Post-launch optimization applies learnings. The first version is rarely the best version.
The meta-lesson
Process is a tool, not a religion. These phases flex based on project needs. A brand identity moves differently than a web application. A startup under funding pressure works faster than an enterprise rebrand.
What doesn’t change: the commitment to upfront clarity, structured feedback, and continuous learning.
We’ve been refining this for six years. We’ll keep refining it for the next sixty. That’s the point—process is never done. It evolves as we learn.
Have questions about our process? We’re happy to walk through it in more detail. Get in touch.