• Establish full project scope

• Desired target audience

• Desired brand perception

• Desired brand voice
• Determine client’s expectations; deliverables and desired formats
• Determine business offerings
• Business description


• Gather all project’s requirements & constraints
• Understand users needs and behaviors

• Gather all necessary assets and any pre-existing materials

• Determine errors in the current system (if there is one in place)

• Define a purpose

• Research competitors


• Brainstorming

• Sketching

• Mood-boarding

• Shape and color exploration


• Bring all gathered data and insights into the design process

• Compare features against competitors

• Reduce and eliminate non-essential and disposable design elements  

• Streamline


• Check for inconsistencies

• Usability review

• Find strengths and weaknesses

• Consider how errors might be eliminated through design

• Demonstrate value


First presentation based on discovery and research process

Gather all client’s feedback, comments, questions, and suggestions

Bring all compiled data and insights into the revision process 

Adjust chosen direction based on client feedback