Research & set goals
User-centered research must be done before ideation. During this stage, I use learnings from interviews and competitive analysis to define a target audience, goals, and the overall design direction.
Sketch & prototype
Whether alone or with a team, I create as many solutions as possible. Using research, I validate and refine those ideas. Once the ideas are refined, I either create mockups or prototype the design in code.
Test & iterate
If a prototype can convey the design solution's intent, users can test it. I evaluate test results and iterate until launch. Post-launch A/B tests and analytics determine further refinement needs.