Design process and approach

This is an outline, not the brushstrokes

After 7 years in the industry, I have learned a lot about what doesn't work. This is the general approach I take to problem solving, regardless of the project, budget, or stakeholders.

The ideal

In the majority of my work, I use the classic double diamond process. It is a valuable framework that I can use, re-use, and rely on to guide my process. Expand, contract. Cast a wide net, process insights. It helps to keep me on track and focused on the issue without going too off the deep end.

diverge

converge

diverge

converge

How does this translate into design work?

Discover

Worskops, surveys, benchmark research

Define

Turn those into productive insights

Develop

Ideate, wireframe, explore solutions

Deliver

Synthesize design decisions, get validation

But really

Sometimes (often), discovery and delivery are longer. This is just my observation, but it seems to be common among product teams and agencies.

Often this can be broken down into 5 categories that further elaborate the double diamond.

It depends on the company, team, feature, budget, resources, and a thousand other factors.

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The actual reality

It's not that simple, linear, or equal. It's messy, there are lots of passionate discussions by people who all want the same thing- to better the product. The diamonds could be any variation of stubby or elongated triangle.

It depends on the company, team, feature, budget, resources, and a thousand other factors.

Process for decision making - balancing user needs with business goals

Juggling demands

Balancing user needs and business goals starts with deeply understanding both, identifying areas of alignment and potential friction. I focus on the core overlap between user value and business outcomes, ensuring the product addresses real problems while driving results.

Tradeoffs

When tradeoffs are necessary, I prioritize solutions that meet key user expectations and deliver measurable business impact, often by adjusting timelines or refining scope.

Differences in opinion

When conflicts or variations of opinion or perspective inevitably arise, I rely on storytelling and data-driven insights from user research to build alignment and guide stakeholders toward shared priorities.