A Process
Strategic thinking with a deep understanding of both project requirements and principles of design
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(1) Brief
Articulate Support
Clarifying: ambiguities, objectives, target audience, desired outcomes
(2) Context
Compare Situation with Research
Beneficial case studies, precedent, industry trends, competitors
(3) Decisions
Define Clear and Aligned Objectives
Design elements directly contributing with a specific purpose
(4) Narrative
Develop a Concept Framework
Tie design elements on how my concept aligns with brand identity and project objectives
(5) Design Decisions
Explain Aesthetics and Functionality
Contributing elements (color schemes, typography, layout imagery) with design principles (balance, contrast, hierarchy, unity)
(6) Data and Feedback
Demonstrate an Evidence-based Approach
Reference user testing, stakeholder feedback, analytics, A/B testing results
(7) Visual and Verbal Presentation
Share Development Process
Achieving a compelling final design with moodboards, sketches, wireframes, prototypes
(8) Discussion
Addressing Strengths, Decisions, and Concerns
Prepare with an open-mind and a willing to discuss alternatives and adjustments
(9) Flexibility
Responding with Collaborative Adjustments
Aligning initial design objectives and concepts with professional judgement and feedback
(1) Brief
Articulate Support
Clarifying: ambiguities, objectives, target audience, desired outcomes
Articulating Rationale
My "Why of My Choices"
Rationale and Reasoning
Design Principles
(1) Prioritizing visual appeal while staying true to the brand’s identity and engaging the target audience
Design Principle
Aesthetics and Branding
Highlight the visual appeal of your design, ensuring it aligns with the brand’s identity and appeals to the target audience
Design Principle
Enhanced Usability
Explain how your design improves the user journey with intuitive navigation, clear call-to-actions, and a logical flow.
Design Principle
User-Experience:
Initial design led to confusion and frustration (poor navigation, lack of intuitive flow, accessibility issues)
Design Principle
Visual Design
Point out any issues with visual hierarchy, color scheme, typography, or inconsistency in style that could detract from the user experience. >>> Applied H1 and H2 to make content scannable
Design Principle
Technical Limitations:
Identify any technical issues that could impede functionality or performance, such as loading times, responsiveness, or compatibility problems. Optimized Images and Scripts/Code: Compressed images and minified CSS/JS files to improve load times/performance
Design Principle
Performance and Responsiveness
Mention any improvements in loading speed, mobile-friendliness, and overall technical robustness. (to avoid issues on different devices)
(2) My designs combine a strategic approach with aesthetic appeal and emotional resonance to deliver powerful results
Strategy
Aligning Designs
Align with your brand’s objectives, target audience, and business goals
Strategy
Creative Solutions
craft compelling experiences that guide users toward action. drives real connections and conversions.
Strategy
persuasive emotion with intentional messaging
Every element—from visuals to content—is designed to engage, replacing dull or ineffective material with meaningful, high-impact storytelling.
(3) Blending standards, innovation & scalability to future-proof design
Best Practice
Alignment and Proximity
proper alignment and grouping of elements create a cleaner and more readable layout.
Best Practice
Consistency
consistent use of elements like buttons, icons, and spacing enhances user experience.
Best Practice
Contrast and Emphasis
contrast is used to draw attention to key areas and improve readability. (Accessible color schemes — ensure readability for users with visual impairments)
Best Practice
WCAG Compliant
Web Content Accessibility Guidelines, including sufficient color contrast, text alternatives for images, and keyboard navigability.
Best Practice
Keyboard Navigation and Screen Reader Compatibility
interactive elements are accessible via keyboard and optimized for screen readers.
Best Practice
Whitespace Utilization
avoid clutter and improve readability.
Best Practice
Content Blocks
Organized content into clear, digestible blocks with headings, bullet points, and images, making information easier to consume.
Best Practice
Modular Design Approach
easily updated or expanded as the business grows.
Best Practices
Fluid Grids and Flexible Images and Layouts
Created layouts that can accommodate additional features or content without requiring a complete redesign.
(4) Providing data-driven insights during product development
Data-driven Insights
User-Centric Approach
employs user needs, behavior, and feedback data to inform design decisions and assess design outcomes (an iterative design process)
Data-driven Insights
Value to User and Businesses
(to create products and services that address real problems; A/B testing, user surveys, and Google Analytics)
Data-driven Insights
Research to Validate Effectiveness
user testing results, industry benchmarks (measuring performance + comparing to other industry businesses)
Data-driven Insights
Key Performance Indicator (KPI)
(Social media engagement, User retention, Customer lifetime value, Customer acquisition costs, Annual revenue, Close rate), Customer churn
(5) Balanced Decision-Making Through Constructive Discussions
Working Together
Incorporating Feedback
from users or stakeholders and iterated on the design to better meet their needs.
Interconnectedness
Personas and Scenarios
illustrate how your design better serves the target audience.
Purpose, Focus, Structure
user needs and experiences
(Empathy Maps, User Personas, Journey Mapping)
(6) "Defend with Impact: The Power of Visual Narratives"
Visua Proof
Storytelling as Your Strategic Shield
Mood boards, inspirations, style guides (fonts, colors, type, styles + variations, positioning, sizing, look/feel), interactive prototypes (through the interface in a logical and intuitive manner)
Compelling Narrative
"Beyond Words: Persuasive Visual Storytelling"
take audience on journey, showing how my designs solve problems, evoke motions, and create memorable experiences
Impact
The Power of Visual Narratives
Make Your Case: Story-Driven Visual Arguments
"Against Reasoning"
Potential Reasons
At times, it's hard for people to realize their website, designs, assets are poorly designed
+ costing them business (using no rationale nor reasoning)
Having an outside "User Experience Audit" can reveal a lot of issues that business owners are blind to. But ultimately, it requires being open to criticism and prioritizing customer satisfaction over defending past efforts and ego.
Accounting software that handles it all.
Having an outside "User Experience Audit" can reveal a lot of issues that business owners are blind to. But ultimately, it requires being open to criticism and prioritizing customer satisfaction over defending past efforts and ego.
Lack of Objectivity
When you've poured time, money and effort into creating a website, it's hard to be completely objective about its flaws. There is usually an emotional attachment and defensiveness.
Not Understanding a User's Experience
Many business owners/webmasters don't fully grasp the principles of good user experience design that make websites intuitive and easy to use. They are too close to the content.
Focusing on the Wrong Metrics
Focused on technical metrics (like search engine rankings) rather than things that actually impact conversions and sales like navigation, load times, mobile responsiveness.
Not Getting Outside Feedback
If they don't proactively gather feedback from real customers/users about the pain points of their site, the issues may not be apparent.
Overconfidence in Technical Skills
Some may think that because they know how to build a website with code, they don't need design expertise.
Cost Aversion
Admitting the website needs an overhaul means budgeting for potentially costly redesign work.
What our clients say
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