Every project is unique, varying in size and complexity and requires a different approach. That said, here is a breakdown of a typical process I go through when working on a project.


Gather requirements from stake-holders and any research that has already been done. Gain an understanding of current user behaviour from Analytics, from conducting user interviews or surveys. Break down project into smaller tasks or phases. Outline any metrics we wish to improve. Create a list of assumptions and hypothesis for proving and disproving these. Define the problem we are trying to solve.


Conduct competitor analysis online and offline. If improving on a current solution, conduct user testing. If trying to establish a new proposition, conduct user interviews and surveys. Workshop, evoking value proposition design principals to determine the value of project and difficulty of potential gains and pain removers, using personas to guide these decisions. Draw out user journeys, stories, personas and service blueprints to gain overview and outline any further improvement opportunities.


Wireframe concepts on paper in a sketching session, often with participents from different disciplines, referring to research, workshop outputs and personas. Play back development and to relevant teams and stake-holders. Agree on MVP, priorities and what will be out of scope.


Create wireframes outlining propostions, scenarios and any other necessary annotations. Higher fidelity design is then done in Photoshop Sketch.


Prototype either in code, with Axure, Marvel or Principle to explore interaction design or conform with current patterns. User test prototype either internally, guerilla or using Group and sort feedback, and present findings to team and business.


Outline objectives of project and what will deem the test a success. Whether to increase conversion or improve user journeys, etc. Set up A/B, MVT or preference test, writing any necessary screeners, scripts and what will be tracked.


Run experiment for significant duration. Analyse results and use them to iterate on designs or feed into next project.