Design Experience
Web design is a rigorous, scientific process of problem-solving. We utilize the Design Thinking Framework (often visualized as the "Double Diamond" process: Discover, Define, Develop, Deliver) to ensure the final product meets both Business Objectives and Human Needs.
The detailed, end-to-end process broken down by phase.
Empathize & Discovery
The "Why"
Before a single pixel is drawn, we must understand the landscape. This phase minimizes risk by validating assumptions.
Stakeholder Interviews (Business Perspective)
Objective:
Extract the "North Star." We interview the C-Suite, Marketing Directors, and Product Owners.
Key Questions:
What is the revenue model? Are we optimizing for lead generation (B2B) or direct sales (B2C)? What is the brand archetype (e.g., The Ruler, The Sage, The Explorer)?
Outcome:
A clear set of Business KPIs (Key Performance Indicators).
User Research (Human Perspective)
Objective:
Step out of the boardroom and into the user's shoes.
Activities:
- Persona Development: Creating fictional archetypes (e.g., "Corporate Christopher, the busy Procurement Officer").
- Empathy Mapping: Mapping what the user Says, Thinks, Does, and Feels when looking for a solution.
- Competitor Analysis: Auditing competitors (like we did with WYSS or Cornerstone) to find gaps in the market.
Definition & Strategy
The "What"
Here, we synthesize the raw data into a concrete plan. This is the "Architecture" phase.
Information Architecture (IA)
Design Thinking:
How do we structure complex information (like a vertical supply chain) so it doesn't overwhelm the human brain?
Activity:
Card Sorting (asking users to group topics logically) and Sitemap creation.
Goal:
Reduce Cognitive Load. The user should never have to "think" about where to click.
User Journey Mapping
Activity:
Plotting the path a user takes from "Awareness" (landing on the home page) to "Conversion" (clicking 'Contact Us').
UX Principle:
Identifying "Friction Points." Where might they drop off? How do we smooth that path?
Wireframing (Low-Fidelity)
Activity:
Creating the "Blueprint" of the site using grey boxes and lines (no colors, no images).
Why:
To focus purely on Layout and Hierarchy. If the structure doesn't work in black and white, it won't work in color.
Ideation & UI Design
The "How"
This is where the "Look and Feel" is applied, based on the psychology of aesthetics.
Art Direction & Moodboarding
Activity:
Curating visual styles (Typography, Color Palettes, Photography styles).
Connection to Analysis:
This is where we decide to use a Serif font for authority or Pastel colors for approachability.
High-Fidelity Design (UI)
Activity:
Applying the brand skin to the wireframes.
HCI Principle (Human-Computer Interaction):
- Affordance: Buttons must look clickable.
- Feedback: If a user hovers, the element must react.
- F-Pattern Scanning: Designing layouts that match how the human eye scans a screen (Top-left to Top-right, then down).
Interactive Prototyping
Activity:
Linking the static screens together to simulate a real website.
Goal:
To demonstrate the "Flow." We test transitions, sticky headers, and how menus open/close.
Testing & Validation
The Reality Check
We never assume the design works. We prove it.
Usability Testing
Activity:
We put the prototype in front of 5-7 real humans (matching the Personas).
Task:
"Show me how you would request a quote for stone fabrication."
Measurement:
We track "Time on Task" and "Error Rate." If they get lost, we failed, and we go back to Phase 3.
Accessibility Audit (WCAG Compliance)
Ethical & Legal Requirement:
Ensuring the site is usable by people with disabilities (screen readers, color blindness).
Action:
Checking contrast ratios (e.g., grey text on white background) and keyboard navigation.
Development Handoff
The Build
Designers must communicate their intent to Engineers perfectly.
Design System Creation
Activity:
Building a "Library of Components." We define the exact pixel height of a button, the exact hex code of the hover state, and the spacing rules.
Why:
This ensures consistency. The "Contact" button on the Home page must match the "Contact" button on the About page.
Asset Export & Specification
Providing developers with optimized assets (WebP images, SVG icons) to ensure the site loads fast (essential for SEO and User Retention).
Launch & Iteration
The Lifecycle
A professional website is never "finished."
QA (Quality Assurance)
Testing the coded site on different devices (iPhone, Android, Desktop, Tablet) and browsers (Chrome, Safari).
Post-Launch Analytics
Activity:
SEO/GEO - Google Analytics and Microsoft Bing Master.
Design Thinking Loop:
If we see users ignoring a specific section, we redesign it. The process cycles back to Phase 1.
Summary of the Professional Mindset
design for themselves.
design for the user.
design for the business goal through the user.
The structure (Information Architecture) handles the complexity of the business, while the UI (Visuals) targets the specific psychological triggers of the targeted audience.