Process

My design process includes seven phases: Request Review, Research, Sourcing, Design, Feedback, Refinement, and Testing. Within these phases, I work on a multitude of concepts and variations based on best practices, collaboration, and refinement of visual design incorporating modern aesthetics, available data, and the intended marketing message.

Though this may look like a linear process, the Process behind each of my projects is iterative, which means that certain phases may repeat as I refine each project I work on. For instance, depending on the feedback I receive during the first submission may require additional research, brainstorming, and sometimes developing new designs or prototypes. Additionally, some projects are small and straightforward enough to skip certain phases.

With every request submitted, I start by reviewing the ticket/request from the assigned ticket, including any information such as the creative brief and other details. If there is any missing information, I immediately contact the stakeholder for clarification and schedule a kick-off meeting where more details/expectations can be presented and 'soft' and actual due dates are set.

After reviewing the creative brief and gaining all the needed information, I start by researching the best use-case solution for the project. Sometimes, it's determining some of the things that worked and didn't work from the previous design, including scheduling a kick-off meeting to align expectations and go over any available data. This may include such tools as HotJar and Google Analytics or other available information. As a final approach in this phase may consist of ideating some concepts and creating preliminary sketches that will fit both the brand and execute the project in a creative way, some out-of-the-box thinking happens in this phase for me, and those ideas are noted for possible end production.

Once the idea is solidified on paper, I start sourcing the key visuals needed to create the requested asset. This can include sourcing stock photography, color-correcting and editing images, silhouetting selected stock, creating various illustrations, and any other supporting visual element to set a mood board. In addition, I determine the layout dimension and grid in this phase and then create various paragraph and character styles.

After establishing the overall look, feel, and elements, I start designing the final project. This usually includes creating various versions/iterations for the final selection. In some cases, the extra versions serve as A/B tests.

Working with the Creative Director or Chief Design Officer, I submit the design for feedback. Once that feedback has been received, I incorporate it into the final project, and, on specific projects, I create a presentation to showcase my design ideas and rationale; this usually helps explain some of my creative ideas within the project and improves communication with the requestor/stakeholder. In cases where the project may not require a presentation or much approval and is more straightforward, I attach the project/creative within the request ticket or send it via email.

Sometimes, the project scope may change and result in last-minute changes; if this phase comes, I typically work with the stakeholder to re-align any copy or imagery with the intended marketing message - sometimes setting new due dates, if needed.