Picture this: a modern, contemporary meeting room. At one end, the client sits, their gaze intense, almost fiery, as they scrutinise the design team seated at the opposite end. Tension hangs thick in the air, reminiscent of the calm before the storm, each party silently accusing the other of misunderstanding the project’s essence.

Such scenarios, while common in the business world, are far from ideal. They arise when the client believes the design team has failed to grasp the project requirements, while the design team, in turn, feels the client’s brief was unclear and ambiguous.

A lack of an optimized design process is the culprit.

Good design outcomes transcend mere time and talent; they demand a clear goal and, when a team is involved, collaboration and alignment. This is where the design process shines.

Imagine the feeling of being immersed in a digital experience or product that captivates you in your daily routine. It’s like being lost in the endless scroll of Instagram or TikTok, where each swipe reveals a new and exciting story. Or perhaps it’s delving into Reddit while on a brief escape to the restroom…