1. Why We Do It:
I always start by stepping into the business owner's shoes. I want to understand what inspired them to start their business and pinpoint the core problem they aim to solve. I begin by sending a survey with critical questions, followed by a deep-dive interview to explore their answers in detail and align our visions.
2. For Whom We Do It:
I use AI progressively throughout my research process, whether qualitative or quantitative. Tools like Claude, Gemini, and ChatGPT are my go-tos for synthesizing insights rapidly. This approach ensures we are addressing the real-world problems of actual people, building our solutions on solid foundations rather than guesswork.
3. How We Want People to Feel:
A merely functional product doesn't guarantee brand loyalty. Business owners often wonder what's missing as they pour huge percentages of their budgets into ads. I know the missing piece: a strong brand identity. And no, that’s not just a logo or a visual design system document. It’s the ultimate decision about the value you promise your users and how you deliver it as a personal, emotional benefit. That’s why I always start the design process with a foundational brand study, culminating in a brand strategy document that guides all our subsequent design steps.
4. Closing the Gap:
The ideation phase for a new product or service shouldn't start with the wrong questions. I utilize various design thinking methodologies to ensure we are focused on the right problems. From there, I prioritize tasks, focusing first on the features that bring the highest value and impact.
5. Finding the Right Answer to the Right Questions:
Having defined the right questions in the previous step, it's time to answer them. As a designer, my main differentiator is that I never simply say, "My client asked for an app, so I designed an app." Instead, I’m the person in the room who asks, "Maybe an app isn't the solution. What if we design X first, and integrate it into a new Y? It could benefit the business more in the long run and cost less."
And What Comes Next...
The Craft and Collaboration
After these crucial strategic steps, the joy of entering the flow with my daily design tasks begins. While I heavily leverage AI for high-speed iterations and rapid concept trials, I always rely on the human touch for the finalized outcomes.
I believe in the power of cross-functional collaboration; I combine my strong visual and conceptual vision with the deep technical expertise of my stakeholders to bring the most viable and polished product to life.