Brand discovery
Business, audience, personality, positioning, competitors and usage.
HomeHow I work
My UI/UX design process
I use a flexible, problem-focused process rather than forcing every project through the same workflow. New products need deeper discovery; features and modules must fit existing behaviour, architecture and systems.
Discover→Define→Design→Validate→Deliver→Measure→Improve
01 · New product
From product vision to measurable improvement
For a new product, I establish the problem, product structure and evidence before investing in final interface design.
01 Product discovery
Understand the product vision, business objective, audience and constraints.
- Stakeholder interviews and business alignment
- Target users, needs and behaviours
- Competitor and market analysis
- Technical and commercial constraints
- User goals aligned with business goals
02 Problem definition
- Pain points and behavioural profiles
- Value proposition and opportunity statements
- Prioritised user needs
- Measurable success metrics
03 Strategy & architecture
- MVP and future scope
- Value-versus-effort prioritisation
- Information architecture and journeys
- Primary and alternative flows
- Roles, permissions and dependencies
04 UX design
- Low-fidelity wireframes and competing approaches
- Complete end-to-end workflows
- Empty, loading, success and error states
- Interactive prototypes
05 User validation
- Usability testing around important tasks
- Observe confusion, friction and drop-off
- Prioritise findings by severity
- Improve and retest critical workflows
06 UI design
- Colour, type, spacing, grids and hierarchy
- Reusable components and responsive layouts
- Readability, accessibility and brand alignment
07 Handoff & implementation
- Organised flows and design specifications
- Component behaviour and responsive rules
- States, edge cases and acceptance criteria
- Continuous collaboration with engineering
08 QA, launch & improvement
- Visual, interaction and responsive QA
- Accessibility and consistency review
- Resolve implementation gaps
- Measure performance, feedback and analytics after launch
02 · New feature
Validate the problem before drawing screens
ProblemEvidenceObjectiveImpact auditFlowPrototypeValidateShipMeasure
Before design
- Review feedback, analytics and support requests
- Define the objective and success metrics
- Audit impact on existing journeys
- Identify product, technical and design dependencies
From solution to outcome
- Explore multiple UX approaches
- Prototype and validate with users and stakeholders
- Cover states, edge cases and acceptance criteria
- Reuse the design system, QA the build and measure adoption
03 · New module
Treat the module as a connected system
A module is a network of features, roles, data and cross-product actions—not a collection of unrelated screens.
01 Scope
Purpose, boundaries, users, permissions, requirements, dependencies, limitations and success metrics.
02 System integration
Entry and exit points, navigation, affected features, cross-module actions and data dependencies.
03 Information architecture
Hierarchy, pages, content organisation, search, filtering and role-based visibility.
04 Workflow design
Primary, secondary and alternative paths; approvals, permissions, recovery and edge cases.
05 State & data design
Default, empty, loading, error, success, disabled, partial-data, no-permission and offline states.
06 Prototype & validation
Test complete workflows, navigation and role-specific experiences before final UI.
07 UI, handoff & QA
Reuse patterns, document behaviour, collaborate with engineering and measure module performance.
04 · Logo design01 02 03 04 05 06
Start with brand strategy, not random symbols
Creative direction
Keywords, moodboards, visual territories and style alignment.
Concept development
Wordmarks, symbols and combination marks tied to strategy.
Digital exploration
Typography, proportion, colour, alignment and balance.
Practical testing
Scale, backgrounds, monochrome, product, social and print usage.
Delivery
Variants, marks, icons, exports, source files and usage specifications.
Trademark note: a separate legal trademark search should be completed before commercial registration.
05 · Brand book01 02 03 04 05 06
Turn identity into a system others can use
Foundation
Purpose, vision, values, positioning, audience, promise and personality.
Verbal identity
Core message, tone, tagline, writing principles and language rules.
Logo guidelines
Versions, construction, clear space, sizing, backgrounds and misuse.
Visual identity
Colour, typography, icons, illustration, photography, patterns and grids.
Applications
Product UI, social, presentations, email, print and campaigns.
Governance
Accessibility, ownership, approvals, versioning and future updates.
06 · Product design system
Build the system as a product
Audit→Foundations→Architecture→Components→Documentation→Code alignment→Governance
From inconsistency to shared language
- Inventory screens and duplicate components
- Define semantic tokens for colour, type, spacing, elevation and motion
- Organise foundations, primitives, composites, patterns and templates
- Specify variants, states, properties, behaviour and accessibility
From library to adoption
- Document purpose, anatomy, usage and content rules
- Align Figma and coded components
- Review implementation and accessibility
- Define ownership, contribution, versioning and deprecation
text-primarysurface-dangerborder-disabledSemantic names scale better than colour names.07 · Core approach
The depth changes. The principles do not.
- Understandthe problem before designing the solution.
- Balanceuser needs with business goals.
- Validatedecisions instead of relying on assumptions.
- Completethe workflow, including edge cases and system states.
- Improveafter development and launch.
The objective is always the same: useful, accessible, consistent and scalable experiences.