Design process

Deeply understand user needs through research and interviews, then synthesise findings into a clear problem statement.

Conduct interviews, observe users, and map pain points. Synthesise insights into a sharp "How might we…" problem statement that anchors everything that follows. 

Generate ideas, build rough prototypes, and test them with users. The feedback loop arrows show this is non-linear — you cycle back and forth between these steps. 

What makes this phase powerful is that it cycles. A round of testing rarely ends with "ship it" — it ends with new insights that send you back into ideation. Each loop is smaller and faster than the last: the first prototype might be paper, the third might be a high-fidelity clickable flow. You're converging on a solution through evidence, not intuition alone.

A useful mental model: every prototype is a hypothesis. Every test is an experiment. You're doing science with sticky notes.