Design approach (with examples)

I follow a design thinking process which is iterative, hypothesis-driven and based on evidence. The key is to bring ideas to life based on how real people think, feel and behave. Let’s break this down into a few main stages.

Product and user research

First, I dive into the specifics of a product and its role in people’s lives. This involves gaining insights into people’s experiences, goals, needs, fears, and motivations, which are synthesized into empathy maps, behavioural archetypes, mental models, and other relevant artifacts as needed.

Next, I assess the business side of the product by using tools such as the Business Model Canvas. This step helps to clarify the problems we are addressing, the solutions we are offering, how we differ from competitors, our revenue model, user acquisition channels, key metrics, and our Unique Value Proposition.

By understanding both the user and business perspectives, we can develop a more effective strategy that delivers meaningful value to both.


UX/UI audit

As part of my process, I often conduct a User Experience Audit (UX Audit) to pinpoint key problems and solutions in the current user experience. By thoroughly evaluating the product, I can identify which aspects may be causing frustration for users and posing challenges for the business.

The UX audit report may cover:

  • Usability
  • Information architecture
  • Interaction design
  • Conversion & user flows
  • Visual design
  • Content, messaging & language

Check my Medium page for UX audits


Ideation and wireframing

In the ideation phase, I begin developing the blueprint for the updated experience. This includes revising the information architecture and mapping out essential elements such as user journeys, scenarios, user stories, and user flows. Throughout this stage, I pay close attention to key components such as copywriting, microcopy, and overall content strategy to ensure they align with the overall user experience.


Design system and UI design

Using the wireframes as a guide, I create high-fidelity UI designs that are ready to be seamlessly handed over to developers. At this stage, I meticulously communicate every aspect of the design, including components, colours, styles, typography, measurements, flows, behaviours, functionality, and more.

Key considerations during this stage include:

  • Ensuring that the high-fidelity designs align with the overall user experience
  • Creating designs that are visually appealing, easy to use, and support user goals
  • Providing detailed specifications for each element of the design, including measurements, colours, and typography
  • Ensuring that every aspect of the design works correctly and supports the product’s functionality
  • Communicating any design considerations that may impact development timelines or require additional resources



The goal of this stage is to transform the designs and overall user experience into a fully functional product. As a collaborative effort, I work closely with developers to ensure that the design is consistent and implemented correctly.

During this stage, I focus on the following elements:

  • Communicating the overall vision and goals of the project to developers
  • Collaborating with developers to ensure that the design is implemented correctly and that user experience is consistent throughout the product
  • Ensuring that the development team has access to all necessary design files and assets
  • Conducting regular design reviews to ensure that the product remains true to the original vision and goals
  • Addressing any issues that may arise during the development process in a timely and effective manner


Testing, validating, iterating

The above design and development process is not linear. The stages often have a considerable overlap. However, by this stage we should already have a good foundation for shipping and testing stuff. As we learn more about the problem being solved, it may be necessary to revisit some of the research or try out new design ideas. 

To design a successful product we must adopt a process of continual improvement i.e constantly refining and improving the product based on the real-world feedback we receive.


Key principles to keep in mind:

  1. We don’t just build a product, we build relationships with people.
  2. Keep things simple!
  3. Make things clear.
  4. Apply scientific thinking vs wishful thinking.
  5. Convert guesses into hypotheses.
  6. “If we do {this}, then {that} should happen”.
  7. No need — no build. If nobody needs it, then don’t build it.
  8. The simplest execution is usually the best one.
  9. Refer to qualitative and quantitative data. Test early and often.
  10. Focus on the efforts that bring the most value.
  11. People, not users.
  12. Dig into the root cause of a problem. Use 5 whys technique.
  13. Identify delighters vs frustrators.
  14. Support vs manipulate.
  15. Naming is crucial.
  16. Microcopy is important.
  17. Content is the key.
  18. Remove all noise.
  19. Make sure people can recover from errors well.
  20. Apply Kano Model.
  21. Start with an end goal.
  22. Focus on results, not deliverables.
  23. Be productive, not busy.
  24. Use UX framework.


Example case study. Picterra

Picterra is geospatial cloud-based-platform specially designed for training deep learning based detectors. It automates the analysis of satellite and aerial imagery, enabling users to identify objects and patterns (road cracks, damaged roofs etc.) at scale, anywhere on Earth.

As a full-time UX Designer, I was leading every aspect of Picterra User Experience. It included: research, analytics, interviews, prototyping, UI design, usability testings, conversion optimisation and many more.

Check the case here: Picterra Case Study


CONXAI. AI for Construction.

CONXAI is an AI based SaaS that understands construction. It makes it easy even for non-tech users to configure and scale AI-powered analytics solutions for a variety of construction use cases in health, safety, logistics and quality. As a full-time Product Designer I completely rebuilt the UI, information architecture and design system to bring the product to the next level.


Taddrees. Tutoring Marketplace.

As the leader of this educational start-up, I guided the company from concept to completion by creating various design artefacts and leading cross-functional teams. I contributed to the holistic user experience by collaborating with all stakeholders, including designers, developers, and other key players, to create a seamless and intuitive experience for users.