With passion and openness I continue to evolve my process and understanding of design.

I believe that every successful project needs a collaborative user research and a strategy-led creative process. Our insights help us brainstorm and design around user needs, business objectives and KPIs.

From research to insights

In collaboration with product and engineering team,  I like to recap our objectives. Although our KPIs will evolve as we define the experience, it is an excellent tool to frame a brainstorm workshop.

Next, we define the user(s) journey, while we align our business objectives with our user(s) goals.

Using the experience map as a reference we can start sketching concepts, features and ideas. Making sure to name each feature.

A prioritization system helps identify which features we should define further.

• User impact
• Tech feasibility 
• Business Value

Defining a feature

Before starting to wireframe we write the categorize our user needs in questions and actions. We then arrive to a content narrative.

Using the content narrative as a guide, we start with more detailed sketches. 

Designing around different mental models

User testing the mental model

Back to design and brand

At this point my team revisits and conceptualizes around the brand pillars and their promise to start sketching interactive elements. 

In a team we translate these brand metaphors into a styleguide. This guide will evolve as we continue to define our experience.

Continuous user research and iteration

At this stage we are ready for another round of user research and working closely with our tech team to to continue to iterate and improve on our features.