1 · EMPATHIZE

I start by understanding the problem, ideally through user research.
It’s easy to design for what you think people need. I’d rather find out what they actually need.

2 · DEFINE

I synthesize what I’ve learned into a clear problem statement.
Getting the question right is half the work. This is where the real opportunity starts to come into focus.

3 · IDEATE

Before a pixel or pencil moves, I explore different ways to approach the problem.
Often skipped, always worth the time. It’s where I make room for the ideas I haven’t thought of yet.

4 · PROTOTYPE

I explore the strongest ideas, whether that’s a logo, a product, or a single feature.
The first idea is rarely the best one. Prototyping helps me push past the obvious and see what’s possible.

5 · TEST

I put the work in front of real users to see if it actually solves the problem.
Even a quick gut check can save a lot of time and money later. It catches issues before you build, print, or ship, and confirms when you’ve hit the mark.

6 · REPEAT

Not every project needs another pass.
But the ones that do almost always get better for it.