Much of my portfolio work is covered by NDA, so I can't share all of my projects and process with you. However, here's a high-level outline that speaks to how I work. Enjoy!
1. Pencils before pixels.
Before I start designing anything on screen, I spend some quality time with that good ol’ fashioned pencil and paper. Sketching enables me to produce ideas quickly and build on different thoughts more easily. Drawing out ideas — whether they be user flows, interactions, page modules, or blue sky concepts — facilitates conversations with other team members across disciplines. I find sketching to be the best way to iterate on multiple design concepts, communicate those ideas to team members, and empower creative leaders to make informed decisions on design direction early on.
To define content hierarchy and flow
Travel and e-commerce websites especially have so much information that it’s really important to plan out when to surface what information at the appropriate point in a user’s purchasing journey. Sketching out what information is housed on which templates, and ultimately using the real content in the pixel designs (not Lorem Ipsum), helps solidify the narrative of the browsing and decision-making experience.
To experiment with layout & UI configurations
Taking the time to sketch out different layout ideas means you can get to the less expected ideas faster. Diving straight into pixels locks you into one approach much sooner. For AOA, I sketched a variety of Tour Profile layouts to facilitate team discussions around what layouts best promote key conversion opportunities while accounting for branded visual elements and engaging storytelling components.
To pressure-test the responsiveness of a site
For many of my clients, mobile viewership exceeds desktop, so having a robust mobile experience is essential. Before beginning designs, I always sketch a visual roadmap for the mobile experience. Regardless of breakpoint, all content needs to flow logically and function seamlessly. Quick sketches helped confirm with the tech team how to best rearrange UI and stack interactive modules for the optimal user experience.
2. Collaboration leads to better design solutions.
I love working on teams that challenge me to create better designs, iteration after iteration. Working with other Creatives leads to great group critique sessions and brainstorms. At the same time, I find the design process is so much more effective when team members of other disciplines are involved in the conversation from the very beginning. Through close interaction with developers and UX designers, I continue to further my understanding of technical affordances of the web and user experience best practices, which ultimately helps me make more informed design decisions. Win, win.
3. Design with intent.
Happy accidents are great and sometimes that typography just works, but it is important to always be intentional in my designs. Why does this iteration work better than the last? Does it address user or business needs more readily? Is that visual treatment appropriate for our target audience? I ask myself and my design mentees these questions throughout the creative process to make sure the designs are relevant, on-task, and effective.
4. Speak softly, & carry a large notebook.
I never go anywhere in the office without my trusty sketchbook in hand. It’s how I listen and process information. I use it to record my thoughts, jot down notes during client calls, and keep track of design feedback as I review my work with both managers and peers. I never know when creative inspiration will strike, so it’s always good to have a notebook handy. Studies even show that taking handwritten notes—as opposed to typed notes—contribute to increased cognitive benefits.
5. Keep calm and drink tea.
For the record, tea is highly underrated in the great US of A, an overwhelmingly coffee addicted nation. I proudly bear the identity of That One Designer in the Office Who Drinks Tea. Stick that in your mug and sip it! (Antioxidants are no joke, people).
