The design process
The Design
Process
Most people who hire a designer describe it the same way: you fill out a form, weeks go by, and something comes back that misses. This works the other way round. Four steps, and each one ends with something you can look at and react to before the next one starts.
- You see it first
- You approve the design before a line of code gets written.
- One person, both ends
- Whoever draws it is whoever builds it, so nothing is lost in a handover.
- No surprise reveal
- Each step ends with something to react to, not a finished thing to accept.
01 — Dream
Questions
Before Pixels.
Before anything gets designed, I need to understand what you actually sell and who buys it. A consultancy that has to look credible in the first ten seconds and a 200-product store that lives or dies on its collection pages are not the same problem, and they should not get the same layout.
- What you sell
- Physical products, a service, a booking, a retainer. The business model decides the shape of the whole site.
- Who's buying
- Where they arrive from, what they already know about you, and what they need answered before they'll commit.
- What isn't working
- If you have a site already, we start from what it's costing you — not from a blank page.
- Ecommerce
- Product pages, collection structure, checkout. Built around the path from ad click to order.
- Service & consulting
- Credibility first: proof, process, and an obvious way to get in touch, in that order.
- Brand & launch
- Nothing live yet, so identity and store get set up together instead of fighting each other.
You leave this step with a written brief. If I’ve misread something, it is cheap to fix here and expensive to fix later.
02 - Design
Designed
In Figma.
Every page is drawn in Figma before anything is built. You see real layouts with your products, your words and your images in them — not a stock template with your logo dropped on top.
- Build the style guide & voicing
- Now that I have the details I can create the Style Guide so that the branding is always consistent.
- Wireframes first
- Structure before decoration, so we agree where things go while moving them is still free.
03 - Review
Feedback
From Day
One
The moment the project begins, you get access to follow along, see updates as they happen, and leave feedback right on the work. No waiting for the final designs, and no wondering where things stand.
Most of what makes a site feel right gets decided here. It’s the step worth spending time on.
- Access to Figma project
- Pin feedback to the exact thing you're talking about, instead of an email thread trying to describe a button.
04 - Build
Figma To
Liquid.
I build what we approved, either as a new theme or as a redesign of the one you’re already running. The person who drew it is the person writing the Liquid, which is why the live site matches the mockup instead of approximating it.
- Built from scratch
- A custom theme built up from the design. Clean Liquid, no plugin sprawl, fast on a phone. Plan on 6 to 8 weeks.
- Clear direction/documentation
- You get the store, the theme files, and a walkthrough of how to run it — so changing a headline never means booking me.
Start
Let’s
Build
Yours.
Tell me what you sell and what the site needs to do. The first conversation costs nothing, and you’ll come out of it knowing whether I’m the right fit — including if the answer is no. Most projects run 4 to 8 weeks, faster for a theme refresh and longer for a full custom build.