Creative Process
I'm often asked what my process is, and after years of working on hundreds of projects, I've decided there are two answers to this question:
1 ) Get Stuff Done
I’ve been brought in on projects at every stage — at the beginning, which can be ambiguous or highly structured; toward the end, which usually involves asset generation for production; and every point in between. Following my mantra “The deadline is the bottom line” I’m able to jump in at any phase of a project and complete the tasks that need to be done. I’ve built my career on meeting deadlines, whatever it takes.
2 ) Customer-Centered Creative Process
This is the general process I follow (or recommend) when afforded the opportunity, resources, and budget:
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1. Establish Understanding
Establish a universal understanding of the problem/project. Have all stakeholders (PMs, design, engineering, etc) answer questions about what needs to be done, for whom, why, timing, resources available, budget, etc.
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2. Perform Competitive Analysis
Review competitive products/offerings. Explore related industries/markets.
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3. Conceptualize & Brainstorm
Brainstorm initial solutions, develop initial solution proposal. Determine if additional questions need to be answered about proposed concepts.
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4. Gather Feedback
Collect feedback on proposed solutions from stakeholders and actual customers/users where possible.
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5. Plan Course of Action
Review initial feedback with stakeholders, evaluate viability of implementation, agree on a course of action. Innovate to differentiate, and leverage established solutions to avoid reinventing the wheel.
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6. Generate Mockups
Generate design mockups, wireframes, prototypes or similar proposed solutions for review.
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7. Conduct User Research/Testing
Gather feedback on proposed solutions from stakeholders and actual customers/users where possible.
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8. Update & Iterate
Modify proposed solutions as needed, incorporating research and feedback. Test again where possible.
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9. Generate Assets
Generate UI assets, collaborate with engineering on implementation, making concessions where needed to achieve deadlines.
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10. Conduct Field Observation/Research
Perform in-field observation, reviews, and interviews to evaluate performance of delivered solution.