How I Approach Every New Design Project
A look behind the scenes at my design process — from the first client call to the final handoff. How structure and curiosity lead to better outcomes.
Every project starts the same way: with a conversation. Not a brief, not a requirements doc — a real conversation where I listen more than I talk and try to understand what success looks like for you.
The Discovery Phase
Before I open Figma or write a single line of code, I spend time understanding the problem. Who are your users? What are they trying to accomplish? What’s working today, and what isn’t?
This phase usually takes 3-5 days and involves stakeholder interviews, competitive analysis, and user research. It might feel slow, but it saves weeks of wasted effort later. The best design decisions come from understanding, not guessing.
“The most expensive mistake in design isn’t a bad color choice — it’s solving the wrong problem.”
Wireframing and Structure
With research in hand, I move to wireframing. These aren’t pretty — they’re intentionally rough, focused on layout, hierarchy, and user flow rather than visual polish.
I share wireframes early and often. This is where we align on:
- Information architecture — what goes where and why
- User flows — how people move through the experience
- Content priority — what matters most on each page
- Interaction patterns — how things behave
Getting structure right at this stage means the visual design phase moves faster and more confidently.
Visual Design
This is where the personality comes in. I develop a visual direction that reflects your brand while serving your users’ needs. Typography, color, spacing, imagery — every choice is intentional.
I typically present 2-3 directions for key pages, then iterate on the chosen direction. Each round gets more refined, more polished, more yours.
Tools I use: Figma for design, with a component library that ensures consistency across every page and state.
Development
Because I handle both design and development, the transition from Figma to code is seamless. There’s no handoff friction, no “that’s not quite what I designed” moments.
I build with modern tools — Astro, React, Tailwind CSS — chosen for performance and maintainability. Every site I build:
- Scores 90+ on Lighthouse
- Meets WCAG 2.1 AA accessibility standards
- Loads in under 2 seconds on modern networks
- Uses semantic HTML and clean, documented code
Launch and Beyond
Launch day isn’t the end — it’s a milestone. Every project includes 30 days of post-launch support for bug fixes and refinements. I also provide documentation so you or your team can maintain the site confidently.
For ongoing partnerships, I offer monthly retainers that cover design updates, new features, and strategic guidance as your business grows.
The Thread That Ties It All Together
The common thread through my process is communication. You’ll never wonder where things stand. Weekly updates, clear timelines, and honest feedback — that’s how great work gets made.
If this sounds like the kind of process you want for your next project, I’d love to hear from you.