Design process

We create great digital experiences by repeatedly studying users, brainstorming ideas, making test versions, and improving them until they perfectly fit with what people need and want.

Infinity-shaped workflow diagram showing phases: Discover, Define, Formulate & deliver, with Measure at the base.
We use a special design process called the infinity process to make sure we create the right thing in the right way. It's a never-ending loop — we first figure out what's needed, then make and deliver it, and then start over again to keep improving, even after we finish a project.
Two colleagues talking near a window with yellow sticky notes posted on the glass.
Discover
The first step of our design process is to discover how to identify the right problem the team needs to solve. A well-explored discovery phase will identify the project size and opportunities, with mindset and journey maps created.
Person participating in a video call with multiple participants on dual monitors.
Define
During the define phase, the team analyses the project brief to identify the key problem that needs to be solved. The ideas are turned into designs, which are prioritised based on an assessment of desirability, viability, and feasibility.
Team members in discussion around laptops in a meeting room.
Formulate & deliver
Once the business case has been approved, designers take high-level designs into design sprints. We then evaluate its usability with a standardised scoring system. Only when the product achieves an approved usability score do we proceed with its launch.
Person working on a MacBook laptop.
Measure
This phase acts as a continuous feedback mechanism, allowing our teams to assess the design's effectiveness and impact over time. These insights drive ongoing enhancements, effectively completing the cycle of our design process.