What is the Design Process?

The design process is the practice of breaking a creative project into smaller, more manageable phases and steps.

There are many versions of the design process. The number and structure of steps can vary depending on the designer’s approach, project type, and client needs.

Importantly, the design process is not strictly linear. Moving back and forth between phases is not only normal—it’s expected. Exploration, reflection, and iteration are essential parts of developing strong design solutions.

The Three Phases of the Design Process

1. Understand
Define and understand the problem.
  1. Understand the project goals, objectives, requirements, and deliverables outlined in the design brief. 
  2. Complete research to better understand the content, context, tools, and audience. This could include project-specific, design-related, or software-based topics.
The understand phase can feel chaotic and unclear—like viewing the project through Swiss cheese. That’s okay. It’s part of moving from ambiguity to clarity.
2. Create
Discover solutions for the problem and execute them.
  1. Develop a concept(s) around your message. 
  2. Brainstorm possible solutions that visually communicate your concept(s). Begin with preliminaries, such as:
    1. Research notes, sketchbook entries, moodboards (more about the overall feel), concept board (specific developed design direction), materials exploration and experimentation (analog/digital) thumbnail sketches (30 seconds to 1 minute sketches), rough sketches showing variations (more detailed than thumbnails), refined final sketch, and/or visual mockups.
    2. Use appropriate tools and software for your chosen direction.
  3. Design a solution for the project that visually communicates the concept and message.
During the create phase​, the project begins to take shape. Expect ongoing refinement as you make decisions and explore options.
3. Reflect & Refine
Evaluate design for effectiveness, refine, and complete project.
  1. Assess your design based on project goals and audience needs.
  2. Participate in critiques and gather constructive feedback.
  3. Refine your work to improve clarity, impact, and functionality.
  4. Repeat earlier phases as needed—good design is iterative.
  5. Resolve the visual solution and prepare final files.
  6. Use correct tools, formats, and presentation methods.
  7. Submit your final project professionally and on time.
The refine is where everything comes together. You should begin to feel a sense of clarity and resolution as you move toward completion.

UNDERSTAND

Define and understand the problem.

The Design Brief

What is a Design Brief?
A design brief is a concise, easy-to-understand document that outlines the goals, requirements, and expectations of a project—from concept to completion. It acts as a roadmap for both the designer and the client, ensuring alignment at every phase of the design process.
Benefits of a Design Brief
  • Builds trust and strengthens relationships by clearly setting expectations from the start.
  • ​Encourages collaboration, often inviting the client to participate more fully in the process.
  • Defines project scope to prevent "scope creep" (unexpected expansion of the project).
  • Clarifies the project’s purpose, showing how the design supports client goals and serves the target audience.
  • Aligns the design with the client’s brand identity, values, and market position.
  • Guides creative decisions using keywords and tone to inform aesthetics, style, and communication.
  • Provides structure with flexibility: a good brief sets boundaries (like timelines and deliverables) while allowing room for creative exploration.
A design brief should be referred to regularly throughout the process to ensure the evolving design stays on track with the original intent.
Design Brief Components
Your Company Info & Stakeholders
This includes:
  • Your company or design team name
  • Primary individuals responsible for the project and their roles
  • Contact information
  • A brief description of your services or expertise
Client Stakeholder Information
Identify:
  • ​The client organization’s main point(s) of contact
  • Their roles and responsibilities (e.g., Campaign Manager, Copywriter, Designer, Developer, Social Media Manager)
  • Relevant contact information
Client Profile
  • Company name and size
  • What they do (products/services)
  • Unique qualities or differentiators
  • Primary needs for this project
  • Target audience/market
  • Company and competitor stats (if available)
  • Brand and style guidelines (visual tone, motifs, dos/don'ts)
  • Messaging and tone (voice, language, personality)
  • Budget
Project Description
Offer a short, clear summary of the project:
  • What is being designed?
  • What’s the medium (print, digital, packaging, etc.)?
  • What is the general scope or deliverable type?
Design Goals & Objectives
Creative StrategyAnswer:
  • What is being made?
  • Why is it needed?
  • What problems is the design solving?
  • What benefits will it provide?
  • What are the client’s expectations?
  • What story does the design tell?
  • Who is responsible for what?
Goals vs. Outcomes
  • Goals: Broad, long-term intentions. Define the design problem being addressed.
    • Use SMART Goals: Specific, Measurable, Achievable, Relevant, and Time-bound.
  • Outcomes: Measurable, short-term steps that lead to achieving the goals.
Desing Concept
Describe the core idea driving the design solution.
  • How will the design solve the problem?
  • What is the aesthetic approach (color, type, imagery, tone, grid, format)?
  • How will visuals communicate the concept to the target audience?
  • What design principles will guide the creation of assets?

​The concept acts as a framework for all visual decisions and creative development.
Technical Strategy
Explain how technology will support the execution of the project.
  • Which software and file formats will be used?
  • What production techniques are required?
  • Are there considerations for printing, media formats, or physical materials?
Project Assets & Deliverables
Assets​
  • ​Research notes, moodboards, concept boards
  • Text, graphics, media, color palettes, fonts
  • Sketches, comps, iterations
  • Final design files or physical prototypes
Clarify ownership of assets: Does the designer retain rights? Does the client own final files?
Emphasize asset management--file organization, file naming, version control, and archiving.
Deliverables​
​The final products provided to the client, such as:
  • Digital files (e.g., print-ready PDFs, app mockups, social media graphics)
  • Physical items (e.g., brochures, apparel, packaging)
Be specific about formats and quantities.
Project Schedule
Define the project timeline with:
  • ​Phase completion dates
  • Internal milestones
  • Client feedback and approval checkpoints
  • ​Final delivery date
For team projects, assign responsibilities and indicate deadlines for each person or role.
Budget
Detail:
  • Total project cost
  • Line items or categories (e.g., printing, licensing, stock assets)
  • Payment schedule (typically milestone-based: start, mid-project, final delivery)
Be clear and realistic about costs—and be transparent about expectations.

Briefly

Video Credit: Briefly from Bassett & Partners on Vimeo.

"Every project starts with a brief. Through a series of one-on-one interviews with Frank Gehry, Yves Béhar, Maira Kalman, John C Jay, David Rockwell, and John Boiler, we asked them to elaborate on how they define – and use – the brief to deliver exceptional creative results."

Note: Development of the design brief will come after the first client consultation, for class, I will be providing the Design Brief. ​

Discover through Research

Research & Information Gathering
To understand a design problem, gather a variety of information from multiple perspectives:
  • Project-specific content: client goals, existing assets, constraints, and timelines
  • Design references: visual inspiration, style precedents, and competitor work
  • Software knowledge: tools, file types, or production techniques required
  • Audience and cultural context: accessibility, tone, values, and user needs
Information sources may include:
  • Firsthand observation and field notes
  • Surveys, interviews, or user testing
  • Focus groups or informal user feedback
  • Visual research (style, composition, trends)
  • Industry data, demographics, statistics, and reports
  • Historical or cultural precedents
✅ Always record your sources—especially web URLs—for future reference and citation. Organize research in a text doc, spreadsheet, moodboard, Miro board, or labeled folders for easy access.
​Client, Industry & Brand Context
Research the client’s:
  • Business model and services
  • Industry standards, trends, and innovations
  • Primary competitors, what are their strengths, weaknesses, and style?
  • Target market and user demographics
Explore the client's:
  • Mission, vision, and brand values
  • Brand story and visual identity
  • Style guide, if available (colors, typefaces, logos, voice)
  • Technical or design requirements (e.g., responsive grids, accessibility standards)
Audience Insight
Empathize with the audience. Ask:
  • What visual or emotional cues resonate with them?
  • What are their demographics, hobbies, or lifestyle traits?
  • What do they want or need—and why?
  • How might age, culture, religion, gender, or technology use shape their behavior?
  • Tools like empathy maps, personas, or audience profiles can help deepen your understanding.
​Getting Ready for Concept
Once you’ve gathered your research:
  • Summarize your key findings in your own words
  • Highlight insights that could guide your concept or aesthetic choices
  • Begin visualizing your ideas using moodboards, mind maps, or written reflections this can help our ​transition into the next phase of the process: Create.
✅ ​The better you understand the problem and the people it affects, the stronger and more meaningful your design solution will be.

Output Considerations

​It is key to talk to a printing bureau and the client, early in order to understand the possibilities and cost involved. ​
  • PRINT
  • DIGITAL
  • HYBRID
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Document Setup
  • What are the appropriate dimensions? (Use industry-standard units: inches, millimeters, points, or picas.)
  • Will the document be single- or double-sided?
  • Is it a single-page or multi-page layout (booklet, catalog, etc.)?
  • What is the orientation (portrait or landscape)?
  • Does it require margins, bleeds, or both?
Color
  • Will it be printed in black & white, one-color, two-color, or full color?
  • Will it use process (CMYK) or spot colors (Pantone)?
  • Is inclusive color use a consideration? (Consider legibility for color-blind, elderly, or young users.)
​iewing & Environment
  • Will the print product be handheld, wall-mounted, or displayed at a distance?
  • Will the audience be stationary, walking, or driving past?
  • Is the design meant for a specific location or context (e.g., wayfinding signage, packaging)?
Materials & Processes
  • What printing method will be used? (e.g., digital, offset, screen printing, risograph, 3D)
  • What substrates are involved? (e.g., paper stock, fabric, cardboard, plastic)
  • What type of paper? (e.g., coated, uncoated, recycled, textured)
  • Will it include specialty techniques like: Die cutting, foil stamping, varnish or UV coating, embossing or debossing, raised ink, or soft touch or velvet coatings
  • Will it need to fold, perforate, or tear?
Sustainability
  • What is the environmental impact of the materials and printing method?
  • Are recycled or FSC-certified papers available?
  • Will soy- or vegetable-based inks be used instead of petroleum-based?
  • Is the design minimal waste (efficient layouts, double-sided printing, reduced page count)?
  • Tip for Students: Ask printers about eco-friendly alternatives or zero-waste options.
Packaging & Structural Design
  • If applicable, is the piece foldable, assembled, or three-dimensional?
  • Will dielines be required?
  • How will the item be transported or stored (flat, rolled, stacked)?
  • Does the structural format impact usability or accessibility?
Print UX (User Experience)
  • Is it easy to navigate and interact with the printed piece?
  • Are typographic hierarchies, page flows, or form fields intuitive?
  • Are there tactile or sensory elements (e.g., raised textures, matte vs gloss) that reinforce the message?
​​Document Setup
  • What is the primary screen or device for viewing? (e.g., mobile phone, tablet, desktop, kiosk)
  • What are the most appropriate pixel dimensions
  • Does it need to be responsive across multiple screen sizes? 
Color (RGB)
  • Will the design use web-safe colors or a wider RGB palette?
  • Should the palette meet WCAG accessibility standards for contrast and legibility?
  • Does it account for color-blind accessibility?
Media & Content
  • Will the design include text, imagery, or a mix?
  • Are video, animation, or sound necessary to communicate the concept?
  • Are there file size or load time constraints?
​Interaction & Accessibility
  • Will the user interact with it? If so, how? (e.g., touch, gestures, voice, mouse/keyboard)
  • Are AI-driven features, AR overlays, or gamification part of the design?
  • Will it need to meet digital accessibility standards (keyboard nav, alt text, screen reader support)?
  • Will the user need to install, log in, or sign up?
​Localization & Language
  • Will the design be translated or used in multiple regions?
  • Are icons or visuals culturally neutral or adaptable?
  • Does the reading direction (LTR/RTL) affect the layout?
Hosting & Infrastructure
  • Does the product need to be hosted online? If so:
    • What is the hosting platform?
    • What are the costs?
  • Will it be embedded, standalone, or downloadable?
  • Is it location-based or geofenced?
  • Is this a blockchain-linked product (e.g., NFT)?
​Performance & Optimization
  • What is the load time, and is the file size optimized for fast access?
  • Are images compressed without quality loss?
  • Is the design responsive and mobile-first?
  • This is crucial for user experience and SEO.
SEO & Metadata (if applicable)
  • Does the digital design include:
  • Descriptive alt text for images?
  • Meta titles and descriptions?
  • Proper use of HTML tags for hierarchy?
Accessibility Enhancements
  • Are there keyboard navigation options?
  • Is the contrast ratio at or above 4.5:1 for small text?
  • Are motion effects reduced for users who prefer minimal animations?
  • Reference WCAG 2.1 or 2.2 standards.
Versioning & Updates
  • Will there be multiple versions or iterations (seasonal, A/B tested)?
  • How will the user be notified of updates or changes?
​Designs that merge print and digital platforms often enhance user experience, interactivity, and connectivity.
Interactive PDFS
  • Designs that merge print and digital platforms often enhance user experience, interactivity, and connectivity.
QR Codes
  • Does the print design include QR codes that link to digital experiences?
  • Do the codes function correctly across devices and camera apps?
  • Is the linked content mobile-friendly?
Near Field Communication (NFC)
  • Will the printed material embed NFC chips to trigger interactions (e.g., product demos, AR portals)?
  • What kind of device compatibility or app support is required?
Augmented Reality​
  • Does the print piece use AR overlays or markers?
  • Is the AR experience platform-specific (e.g., Snap Lens, Instagram AR, Adobe Aero)?
  • Are users required to download an app, or is it web-based?
  • Are 3D elements, animations, or sound integrated?
​Mixed Reality (MR)
  • A step beyond AR, mixed reality combines physical and digital elements that interact in real time.
  • Used in packaging, museum displays, and installation design.
  • Platforms: Microsoft HoloLens, Magic Leap.
Smart- or Connected-Packaging
  • Uses QR codes, NFC, or even printed electronics (like conductive ink) to connect users to digital experiences.
  • Can display freshness data, authenticity verification, or product tutorials.
  • Often used in retail, food/beverage, and high-end goods.
Phygital Design
  • “Phygital” merges physical and digital experiences into one seamless interaction.
  • Examples: retail displays with embedded touchscreens, fashion items tied to NFTs, event posters that unlock exclusive digital content.
Blockchain for Authentication
  • NFTs are one application, but designers can also use blockchain to track ownership, verify edition numbers, or embed smart contracts.
  • Used increasingly in art, luxury branding, and ticketing.
Voice-Activated Interactions
  • Voice UX can be triggered from a product or environment using smart speakers or embedded tech (e.g., a brochure that prompts Alexa to give more info).
  • Considerations: cross-platform compatibility (Google Assistant, Alexa, Siri), scripting voice flow.
Gamified Print & Digital Integration
  • Board games or card decks with companion AR apps or online leaderboards.
  • Educational posters that "unlock" games or quizzes.
  • Especially relevant in education, advertising, and event design.
Projection Mapping
  • Designing physical objects (e.g., packaging, installations, or interiors) for animated projections.
  • A highly immersive experience used in events, museums, and advertising.
Embedded Textiles / Wearables
  • For advanced or experimental student work: designing for materials that include LED embroidery, responsive fabrics, or sensors that link to mobile apps.
  • Tied to both fashion and health-focused applications.

CREATE

Discover solutions for the problem and execute them.

Develop Concepts

​Define the Strategy
​Once you've gathered and analyzed your research, it's time to develop a design concept—the central idea that will guide your creative solution. Your concept must respond directly to the Design Brief and align with the project's goals, audience, and medium.
Before diving into visuals, take time to define:
  • What is the design problem?
  • What goals does the design need to achieve?
  • What is your strategy for solving the problem and meeting those goals?
✅ ​Think of your strategy as the bridge between research and concept—it's your plan for how to move forward creatively.
Develop the Concept
Your concept is the core idea that gives the design meaning.
It should be:
  • Clear and focused
  • Appropriate for the client and audience
  • Scalable across platforms or outputs
To define your concept:
  • What is the main message you want to communicate?
  • How will that message be expressed visually?
  • Which design elements (color, type, imagery, composition) support that concept?
  • What style or aesthetic best matches the project's tone, brand, and goals?
Put your concept into writing: use clear, confident language and art/design terminology. This will help clarify your intent and guide future decisions.
Consider the Audience
Think About Output Early
Keep Writing and Sketching
​Always return to the people you’re designing for:
  • Who is the primary audience?
  • What will they think, feel, or do after experiencing your design?
  • How can your concept create empathy, clarity, or engagement with that audience?
Is the final product:
  • Printed, digital, or a hybrid?
  • Is it interactive or static?
  • Does it need to adapt to different formats or screen sizes?
✅ These considerations affect both concept and execution. A strong concept should be flexible and adaptable to different delivery formats.
As you develop your concept:
  • Start writing about your design direction—not just what you're doing, but why you're doing it.
  • Visualize your concept through sketching, diagramming, moodboarding, and quick prototypes.
  • This will naturally lead you into the next step: brainstorming and developing preliminary work.

Brainstorm & Develop Preliminaries

Once your concept is defined, begin exploring how it could take shape visually. This phase is experimental—you're trying out a range of possibilities to refine the direction and prepare for production.

Start by jotting down all design ideas, no matter how rough or incomplete they feel. Brainstorming is about quantity first—refinement comes later.
Brainstorming Methods
Start Visualizing Your Ideas
Comprehensive Sketch
  • Free writing describes your design ideas in words using descriptive, expressive language. Explain your intent, tone, and message.
  • Mind maps or outlines visually connect your ideas to key goals, audience insights, and themes.
  • Moodboards curate visual references (color palettes, type styles, textures, images, etc.) that reflect the tone and feel of your concept. These should evoke, not illustrate.
  • Thumbnail sketches are rapid, 20–60 second sketches to explore layout, composition, and flow. Focus on idea volume (quantity), not precision.
  • Rough sketches expand promising thumbnails with more detail and clarity.
  • Material or media tests, are an opportunity to try tools, mediums, or processes (analog or digital) to see what best supports your concept.
  • Concept boards (if applicable) create a focused layout or design snapshot to show your visual direction clearly. Useful for early critique or client buy-in.
  • Create one or more comprehensive visuals ("comps") that show the full design in a near-final layout.
  • These comps:
    • Demonstrate how type, image, space, and color work together.
    • Reflect your chosen design style and audience needs.
    • Are presented for critique or client review before moving on to final production.
✅ ​As you create, consistently refer back to the Design Brief, your research, and the audience goals. Make sure your creative decisions continue to support the concept and strategy.
🔑 Tip: Don’t get attached to your first idea—this phase is about exploration, play, and iteration. Strong design often comes from revisiting, revising, and reimagining.

Produce the Design Solution

​Design with Purpose
Keep the Message Clear
Tools, Techniques, & Craftsmanship
  • Apply the Elements of Art and Principles of Design to create a layout that reinforces your concept and engages your audience.
  • Use typography, color, grid, and composition to support the message. Make sure the tone, hierarchy, and visuals align with the Design Brief.
  • Use the correct tools and techniques. Follow specs, resolution, and formatting guidelines.
  • ​Pay attention to craft—polished execution shows professionalism and respect for the viewer’s experience.

REFLECT & REFINE

Evaluate the produced solution for effectiveness, refine, and complete the project.

Evaluate the Design

Check Alignment
Review against the Design Brief, goals, and requirements.
Use Design Language
Describe strengths/weaknesses using visual design terminology.
Assess Audience Fit
Ask: Does this design resonate with the intended audience? Is the message clear?

Participate in Critique

aka: A Conversation, Feedback, Peer Review, Oral Exam
Think Constructively
Focus on what works and what could improve—avoid “like/dislike.”
Milestone Reviews
Review at 10% (concept), 50% (core design), and 95% (final polish).
Engage with Others
Seek input from peers, faculty, clients. Ask questions and take notes.

Refine your Design

Reflect on Feedback
What feedback was actionable? What needs clarification?
Revise Thoughtfully
Make focused design changes—don’t just “tweak.”
Strengthen the Message
Improve clarity, hierarchy, usability, and visual impact.

Repeat

(If necessary)
Revisit Phases 1–3
Don’t be afraid to go back and revise multiple times.
Iterate Quickly
Make and test changes, then reassess. Repeat.
Aim for Excellence
Refine until the concept and execution align fully.

Resolve your Design

Lock Down Details
Confirm all design elements are complete and intentional.
Finalize Visuals
Adjust alignment, spacing, contrast, and typography.
Ensure Consistency
Check for design system consistency across all outputs.

Prepare for Output & Presentation

Meet Technical Specs
Check resolution, color mode, file type, size, and naming conventions.
Prepare Files
Organize deliverables: print files, web exports, mockups, etc.
Plan Your Presentation
Know how you’ll present or hand off the work—clean, professional, and complete.

Complete Final Submission

Follow Instructions
Submit in the correct format, platform, and deadline.
Package Professionally
Label clearly, compress files if needed, and check links.
Reflect on Your Process
Document your process—what worked, what didn’t, and what you learned.

Notes and Citation

When I originally developed my version of the design process during the pandemic, I was searching for a way to help students:
  • Understand projects more clearly
  • Earn credit for their full effort—not just the final result
  • Approach assignments in manageable, structured steps (especially in online learning environments)

The result was a five-step process designed with alliteration as a memory aid: 1. Design Brief, 2. Discover, 3. Design, 4. Discuss, and 5. Deliver Design. This framework has served me well for the past five years.
As an educator, I’m constantly evaluating and evolving my teaching strategies. While researching improvements, I came across an article on LinkedIn titled “The 1,2,3 of (circle, square, triangle) as a Design Process and Pedagogy” by Richard LeBlanc. His use of familiar Bauhaus symbols to simplify and reimagine the design process resonated with me immediately.
​
That article inspired this three-phase variation of my original process. The goal remains the same: to make design more accessible, structured, and iterative—while giving students room to explore and grow.
The Process of Design Squiggle by Damien Newman, thedesignsquiggle.com
The Process of Design Squiggle by Damien Newman, thedesignsquiggle.com
While I’ve aimed to define the design process in a structured and accessible way, it’s important to acknowledge that design is rarely linear. In reality, it often looks more like a squiggle—a journey of exploration, false starts, and iteration. This idea is visualized beautifully by Damien Newman’s “Design Squiggle”, a helpful metaphor that reminds us that clarity emerges from complexity.
I want to credit:
Chris Matusek | Copyright © 2025