The design process is rarely the same twice.
And that’s why I love it. Once it might be a lateral exploration, then it might be a more linear research-based exploration that requires in-depth user feedback, and then sometimes it’s more about creating tools and parameters that let others “own” the final product.

That said, each process usually includes these stages:

Stage 1

Research

This stage is about understanding the context and factors that play into the project. In this stage I hope to (1) understand the clients expectations, (2) get an understanding of cultural or organizational factors that might hinder the project or communication, (3) try to discover any blindspots that might misdirect the solutions, (4) understand the needs, motivations, and awareness of the audience members. In general, I try to learn as much and question as much as I can.

Stage 2

Exploration

The process of exploration is about idea generation. Solitude, collaboration, physical activity, visual research, and other means are used to get ideas going. This is where creative thinking and conceptualization show up the most. It’s probably the stage that’s most unique to design.

Stage 3

Evaluation

Evaluation starts with self evaluation of concepts generated in the Exploration Stage. It then includes getting feedback from the audience and/or client. Sometimes this evaluation is rigid and quantitative—sometimes it is informal and qualitative. In the end, evaluation results in clearer direction.

Stage 4

Refinement

Refinement is reengaging the exploration process, but in smaller parameters. It might still include conceptual thinking or might be refinement of typography for legibility, but it is about zeroing in on a target that is getting clearer and clearer through feedback and growing insight.

Stage 5

Implementation

Here’s where we get to actually create the design outcome. Which might be a website, identity system, or a toolkit to be used and implemented by the audience. This stage is where the design is given wings and put in the hands of the world.

Stage 6

Assessment

This stage assesses the success and outcomes of the implemented design. Sometimes this evaluation is quantitative, sometimes it is somewhat subjective, and sometimes it is unexpected. It reflects the complexity of human communication, and points the designer back to the beginning of the process again.

Ah, isn’t that fun and sometimes humbling!