The process

Four Steps.
No Black Box.

Most people who hire a designer describe it the same way: a brief goes in, 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.

Wireframes first

Structure before decoration, so we agree where things go while moving them is still free.

Full mockups

Desktop and mobile, with real content. What you approve is what gets built.

A design system

Type, colour and components defined once, so pages you add a year from now still look like your site.

You get a Figma link you can open any time, comment on directly, and share with anyone else who gets a say.

03 — Review

Your Turn
To Push
Back.

A design isn’t finished after one look. We go through the mockups together, you tell me what’s off, and I revise it — twice, which is enough for almost every store to land somewhere you’re proud to send a customer.

Comment in place

Pin feedback to the exact thing you're talking about, instead of an email thread trying to describe a button.

Two rounds, built in

Scoped into the timeline and the quote up front, not an open-ended back-and-forth.

Past round two

Further changes get scoped and quoted as their own small piece of work, so the timeline stays honest for everyone.

Sign-off before build

Nothing moves to development until you've approved the design. That's the entire point of doing it in this order.

Most of what makes a site feel right gets decided here. It’s the step worth spending time on.

04 — Build

Figma To
Live Store.

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.

Or your existing theme

Keep the theme and apps you've already paid for. I rework the templates and sections around the new design — usually the faster path, around 4 to 6 weeks.

Editable by you

Sections and settings you can reorder in the Shopify editor without breaking the layout.

Scope stays locked

What you approved in step three is what gets built. A new page or feature that shows up mid-build becomes its own estimate, not a delay on this one.

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.