Design Process

Fidelity Focused Design Process

This document is to provide an overview of the working design process. It’s aim is to bring focus and alignment when discussing design by defining the purpose, goal and fidelity at each stage.

01. Discovery

Timeline: within 1 week of a signed proposal.

Purpose: Understand user needs, features, user flows etc.

Goal: Prioritise improvements and enhancements in correlation with user and business needs.

Fidelity: A user story.

Process can’t move on without:

• A user need or enhancement.
• A visionary or strategic goal.
• Approved, prioritised and allocated by a team/project lead.‍

02. Creative/Technical Brief

Timeline: within 3 days of Discovery.

Purpose: Establish requirements, user needs and goals of new design proposal.

Goal: Collective clarity on goals, direction and constraints.

Fidelity: Documentation.

Process can’t move on without:

• The purpose of the new design.
• The goals and objectives of the design.
• Benefits to the user (at least two).
• Scope and fidelity required.
• Time and resources constraints.
• Target audience(s).
• Metrics: How will we know the proposed design is a success?
• Tech support and requirements (where applicable).
• Dependencies, unknowns and “Do Nots” (where applicable).
• Benchmarks (where applicable).‍

03. Information Architecture (UX)

Timeline: the 2 weeks following approval of the Creative/Technical Brief.

Purpose: To bring a clarity and simplicity to user flow and guidance.

Goal: Applied direction is clear, understandable and benefits the brand/product.

Fidelity: Docs, sketches, wireframes, flow charts.

Process can’t move on without:

• User test: Does the proposed flow benefit the user more than what currently exists?
• Business test: Does the proposed flow maintain or enhance our business needs/requirements?
• Brand test: Does the proposed flow maintain the holistic direction of brand?
• Legacy test: Does the proposed flow create any legacy, technical or design debt?
• Feasibility test: Design review and green light with development (where applicable).
  

04. Design (UI)

Timeline: the 3 weeks following approval of the Information Architecture.

Purpose: To align new flows, features and designs with the brand, tone and voice and brand style-guide.

Goal: Design is on brand and aligned with brand design language.

Fidelity: Designs, hi-fi comps, storyboards, assets.

Process can’t move on without:

• Match or enhance brand style-guide.
• In line with brand assets.
• Align with information architecture.
• Communicating the purpose.
• Copywriting check.
• Documented feedback and review.
• Lead (and/or peer) review and approval.
  

05. Build

Timeline: the 3 weeks following approval of the Design.

Purpose: To refine, enhance and improve the user experience via interaction and testing.

Goal: Delights and directs purposefully in correlation with project goals and brand guidelines.

Fidelity: XD, Webflow, Squarespace, InVision, code prototype (whatever is relevant).

Process can’t move on without:

• Alignment or enhancement of wireframes/storyboards.
• Facilitating the core purpose within requirements.
• Maintain the high visual design execution.
• Clarity in interaction and guidance outline.
• Internal validation/testing across teams.
• Lead (and/or peer) review and approval.
  

06. Test

Timeline: the week following approval of the Build.

Purpose: Gather feedback, highlight improvements and iterate until happy customers.

Goal: Squash bugs and iterate towards intuition until clients are happy.

Fidelity: Integrating and beta testing with customers.

Process can’t move on without:

• Happy team.
• Happy customers.
• Lead approval/sign off.
  

07. Launch

Timeline: on the client’s cue.

Purpose: Everything documented and communicated to ensure a stress free transition.

Goal: Update design ecosystem. Review and gather feedback on the process.

Fidelity: Live site & feedback documentation (where applicable).

Process can’t move on without:

• Happy team (designers/developers have everything they need to make it live).
• Scheduled check-in and support for development.
• Feedback/review for future improvement (on process and product where applicable).