1. The PRD

In the beginning there is a PRD, if there isn’t, we develop the PRD. The PRD isn’t infallible and set in stone so our first job is to test it: is it missing something, does it need more clarity? Does the premise hold water for what we are trying to achieve? This is the most important step. Communicating with each other is the fastest way to create a solid foundation in which other works can be built on.

2. Content & color blocking

I normally get into content and color blocking very quickly. Why? When we use what we already know, for instance brand colors and product imagery, we remove unknowns and we can make clearer decisions.

Design Fidelity:

3. Refining & refining

This is like washing rice before cooking until the water is clear. We arrive closer to a finished product when we can easily talk about the big picture in simpler forms. While we are refining, we can add in more detail to get closer to the end product. Don’t wash your rice if you’re making paella or risotto, that’s different.

4. Final_final2.psd

Here we wrap up the loose ends and check in with others to see if the goals set during the process were met. We really show our craft in the last stretch. When the vision is fully formed, we can tell the difference between good and great. We then seek design approval and work with developers and builders to see the vision through.

5. Building & Testing

This also can happen at anytime before the design is approved and signed off. For instance there may be a time when we see our roads branching out in different directions and we see that A/B testing would add to our confidence. If more confidence from testing is needed, we should seek it out so that we are in the best position possible.

6. Refinement never ends

Whether we refine the design at hand or move onwards to other projects, we take what we learn and apply it to our future endeavors. We refine our process and teamwork always to help the team succeed. Refining in a logical way for everyone involved is how strong teams stay together.