Discover
This phase is focused on uncovering real user needs, behaviours, and pain points, as well as understanding the broader market and business context.
– Outlining project objectives, target audience and success metrics
– Mapping assumptions to guide the research focus
– Translating assumptions into testable hypotheses with success metrics
– Analysing user behavior (e.g. heatmaps, user flows, conversion funnels)
– Competitor and market analysis
– User recruitment for testing and interviews
– Conducting user interviews
– Running user surveys
– Stakeholder workshops
Define
In this phase, I bring together insights from research to uncover patterns, identify key pain points, and frame the core problem we’re solving. It’s about translating raw data into actionable understanding and aligning the team around a shared opportunity.
– Customer journey mapping
– Insight clustering
– Synthesising research into problem statements or opportunity areas
– Aligning with stakeholders on project priorities and constraints
– Defining success metrics
Develop
This phase is where ideas take shape. I sketch, wireframe, and prototype solutions based on the insights gathered. I collaborate closely with product owner, developers, and other designers to test concepts early – whether through internal reviews, stakeholder feedback, or user validation. Iteration is key here.
– Wireframing
– Prototyping
– Design critiques
– Content modeling
– Experimentation
– A/B test hypothesis planning
– Cross-functional ideation sessions
Deliver
In the delivery phase, I prepare designs for development and support implementation through QA and close collaboration with engineers. After launch, I track performance and feed learnings back into the process
– Design handoff and documentation
– User stories– Development QA and feedback loops
– A/B testing (setup + results analysis)
– Post-launch performance reviews
– Iterative improvements based on data
–Design system maintenance and contribution