When starting a new project it is of the upmost importance for me to identify the problem we need to solve and the humans we're solving it for. This helps validate the product-market-fit and set the stage for an experience that's uniquely suited for the target audience.

Product Design Process

Having a design process ensures we get solid feedback and data insights to ship a product that has enough validation to build, optimize and iterate on in future versions.  It gives us the best chance to release a quality product and desired experience.

There are times when projects are focused on speed to market. In these instances i've had to cut or shorten parts of the process but I always make room for Usability Testing, even if I need to stay up until 3am working on it. I think this is a critical part of the process that really should be required before shipping any products to the mass market.


  • Identify Project Scope & Requirements - Identify the product’s application, general target market/audience, overall goals and business requirements.
  • Research -  Find competitors, review analytics (if available get examples and other data related to the project).

  • Information Architecture - Create a map of the information requirements and flow.

  • Wireframe -  Create a wireframe to map out functionality, structure and content.

  • Storyframe - Build a flow that tells a story, clears bottlenecks and identifies any exhisting UX problems.

  • Usability Testing - Build a prototype of my wireframe and test it with at least 5-10 users depending on speed to market.

  • Design System - Building the key reusable components that make up the UI.

  • UI/Visual Design - Incorporate branding style, UI patterns, icons, interactions and animation.

  • Prototype Final Design - Develop a prototype to show how the full design will look, feel and behave. Test with 5-10 users.

  • Launch & Optimize - Build on the initial design to further improve the experience.

Development Process

I've been able to help lead an agile development process that created synergy between design, engineering and product teams to build projects end-to-end.  Here's a look at a full product development process I created at Loot Crate.

Design principles

Working with a strong set of design principles keeps the design focused on providing the best experience while incorporating brand values to strengthen the overall product vision.


  1. Clarity - Ensure the information is presented in a way that anyone can easily comprehend.
  2. Functionality - Ensure the design is functional first and foremost.
  3. Ease of Use - Make it easy to learn with simplified interactions and controls.
  4. Consistency - Make sure the design is consistent by applying the same solution to the same problem throughout the UI.
  5. Fluidity - Interacting with different parts of the interface should have a fluid flow with subtle animation that gives feedback and guides users to the next page or screen in an intuitive and delightful way.
  6. Focus - Tasks should be intuitively isolated to keep users focused on completion rather than the process.
  7. Richness & Beauty - Use thoughtful and elegant design styles to make the UI standout and feel unique but familiar.

Design is about going from an existing condition to a preferred one
— Mike Glaser

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