03. CREATIVE METHODOLOGY
As a measurement of success, our design approach looks to satisfy each of the project’s individual goals and requirements. We iterate through UX and design revisions collaboratively – each pass sculpting a more polished and intuitive visual system.
A. Divergent Thinking
Without the limitations of potential feasibility constraints, our design and development teams together begin to compile expansive lists of concepts. We capture any and every idea that comes to light during these sessions, often arriving at innovations through seemingly improbable concept rabbit-holes.
B. Convergent Concepting
Once we’ve accumulated a mass of divergent ideation, we begin to assess feasibility and hone in on those with the most potential. Factors such as business requirements, cost benefit analysis, and concept overlap all play a role in which abstract ideas advance into the formal design process.
C. Visual Iteration
With the finalized concepts in-hand, the design team begins rough sketches. These initial drafts are internally critiqued and improved upon until they’re in a suitable state to be introduced as a core look-and-feel direction. Pixel-perfect mocks are subsequently created and further refined to reach project goals.
Digital design, however, extends beyond what can be expressed in a static “flat file” – animation, micro-interactions, and responsiveness must also be considered. In parallel to the creative workstream, our front-end developers create prototypes and proof-of-concepts as needed to showcase these more behavioral aspects.