Jan 21, 2025
From Concept to Launch
How seasoned designers navigate every stage of product creation, from discovery to delivery, with actionable insights and best practices. Written by a Product Designer.
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Context is Everything
Context really is everything, and that applies doubly to this article. Before diving in, let me set the stage: why I decided to write this and what you'll gain from reading it. People often ask me how I organize my workflow, structure projects, and collaborate across teams as a product designer. Rather than answering one question at a time over coffee chats, I decided to compile everything into one sprawling, borderline overwhelming article. Think of it as a buffet—skip around to the sections that catch your eye, or dive in and feast on it all.
We’ll walk through the process of designing a new feature from start to finish, sharing valuable insights, actionable tips, and hopefully some wisdom. Buckle up, because the first stop is context—and, trust me, you can never have too much of it.
You Can Never Have Enough
Context is like sunscreen: you think you’ve got enough, but five hours later, you’re burned. Back in my early days as a designer, I would charge headfirst into projects, confidently assuming I understood what the client or manager wanted. Turns out, I was designing for an audience of one—me. Inevitably, I'd discover that the real expectations were entirely different. Cue the dreaded rework.
Sometimes, it’s not just one person’s vision that derails you—it’s conflicting visions. One team member wants simplicity; another wants all the bells and whistles. You find this out, of course, after you’ve invested hours into the design.
Here’s the lesson: before you start designing anything, gather as much context as possible from every corner of the universe (or at least from the people and documents involved).
Pro Tip #1: How to Become a Context Sponge
How do You Know When You’re Ready to Proceed?
This is the million-dollar question, and the unsatisfying answer is: it depends. Experience helps. Early on, I’d convince myself I had enough info, dive straight into design, and inevitably hit roadblocks. Over time, I learned to embrace a mix of self-honesty and healthy paranoia.
A good rule of thumb? You should feel confident and familiar with the project, but don’t aim for perfection here. Context gathering is ongoing—you’ll discover new insights along the way. If your designs frequently run into “wait, why are we doing this?” moments, spend more time in the context phase. If not, you’re probably good to move on.
Pro Tip #2: Share Everything (Except Your Passwords)
Organize all your research—screenshots, videos, competitor analysis, user flows—into a shared repository. Whether it’s Figma, Google Drive, Notion, or an old-fashioned folder on the server, make sure it’s accessible to the entire team.
Now that we’ve covered gathering context, it’s time to talk about alignment—because even with all the information in the world, you’re not designing in a vacuum. Stay tuned.
Alignment
So, you’ve gathered all that juicy context. Time to start designing, right? Wrong. Please, save yourself the heartbreak of late-stage reworks and ensure everyone is aligned first. It might not be officially your job to herd the cats, but trust me, if it doesn’t happen, the cats will scatter—and you’ll be chasing them all project long.
How do You Know When You’re Ready to Proceed?
This is the million-dollar question, and the unsatisfying answer is: it depends. Experience helps. Early on, I’d convince myself I had enough info, dive straight into design, and inevitably hit roadblocks. Over time, I learned to embrace a mix of self-honesty and healthy paranoia.
A good rule of thumb? You should feel confident and familiar with the project, but don’t aim for perfection here. Context gathering is ongoing—you’ll discover new insights along the way. If your designs frequently run into “wait, why are we doing this?” moments, spend more time in the context phase. If not, you’re probably good to move on.
Pro Tip #3: Host Alignment Meetings Early On
For smaller projects, you might be able to skip this, but for anything more complex, alignment meetings are non-negotiable.
Put It in Writing (Because Memories Are Faulty)
People forget things. Sometimes, they forget things they insisted on just months ago. That’s why it’s crucial to document decisions.
Junior Designers, Listen Up
It’s natural to want to prove your independence early in your career. But when working on larger projects, don’t hesitate to lean on your seniors or team leads for guidance. Think of them as the keepers of ancient, mystical knowledge. They often know things about the project (or the stakeholders) that they can’t fully explain. Use their wisdom like a superpower—it will save you hours of frustration.
Pro Tip #4: Update, Update, Update
Keep the team in the loop about your progress. Consistent communication ensures no one feels out of the loop, and it shows that the project is steadily moving forward.
Where Else Should You Post Updates?
Ah, glad you asked! Updates need to live in accessible, centralized places—more on that in the next section. (Hint: It’s all about staying organized and visible.) Stay tuned.
Task Organization
This part of the process might not win awards for excitement, but it’s a cornerstone of success. Setting up your tasks and resources thoughtfully at the start will save you countless headaches down the line. The good news? Do it right once, and it becomes second nature for every project afterward.
Set the Stage with Project Management Tools
Let’s assume you’re using Jira (or something similar). Your first move is to create the project and break it down into tasks. This might mean splitting the work by team (design, development, marketing) or by stages (research, wireframes, prototypes, etc.). Whatever the structure, clarity is key.
Pro Tip #5: Establish a Single Source of Truth
A single source of truth (SSOT) is like the North Star for your project. This is where you’ll compile links to all resources: Figma files, documentation, research notes, competitor analysis, and anything else the team might need. Whether it’s a Notion page, a Confluence document, or a shared Google Drive folder, make sure it’s:
Organizing Design Files
Design organization deserves its own manual (article coming up in the future), but here’s the quick version:
An investment in thoughtful file organization upfront pays dividends. It’s easier to onboard new contributors, reference earlier decisions, and maintain consistency across the project.
A Smooth Start Means a Smoother Future
Getting your tasks and files in order takes time initially, but once the system is set up and the team is familiar with it, you’ll find yourself eager (and maybe even excited) to dive into the next project.
With everything in place, it’s finally time to jump into Figma.
Early Prototype
So, you’re ready to get creative? Not quite. For now, think barebones. An early prototype is about assembling the essential ingredients of the flow—the skeleton of your project. The goal? Have something tangible to share as early as possible, so teams can start visualizing and commenting. It’s not about making it pretty; it’s about making it work.
Pro Tip #6: Use Wireframe Components
When creating an early prototype, consider using wireframe components—simple black-and-white elements with no images or flashy details. Why? Because it keeps the focus on the big picture, not the micro-decisions like button colors or font choices.
If you’re working in a product environment with an existing robust design system, you may opt to use those polished components. The decision hinges on how the prototype will be perceived:
Communicate the purpose of this phase: gathering broad-strokes ideas from marketing, development, copywriting, and other stakeholders. This stage is all about alignment (sound familiar?) and sparking early collaboration.
Meet Early with Development
Schedule a walkthrough of the prototype with your development team. This is a golden opportunity to:
Pro Tip #7: Document Everything (Seriously)
Don’t rely on collective memory. After meetings, write a detailed recap that includes:
Share this with the team to ensure clarity and alignment. Trust me, your future self will thank you.
Acting on Feedback: The Art of Balancing Opinions
By now, your prototype has likely been shared with various teams. How many comments have you received? Zero? Maybe one? Don’t worry; that’s normal. When feedback does roll in, follow up first: thank them for their input and let them know it’s being reviewed. Then comes the tricky part—dealing with the feedback itself.
Pro Tip #8: Handling Early Feedback with Grace
Feedback is a designer’s currency, but it’s often overwhelming. Here’s how to make it manageable:
Reality Check: Your Opinion Is One of Many
During this phase, you’ve likely been conducting your own research and forming opinions. That’s great! But remember: your thoughts are not the final word—they’re part of the mix.
As a designer, it’s easy to believe your vision is the right one (you are making the screens, after all). But here’s the deal: everyone thinks their view is right. Your job is to weigh all opinions, including your own, and find the truth in the collective feedback.
Stay humble, stay objective, and treat your insights like you would treat anyone else’s. Great product design isn’t about pushing your vision—it’s about navigating competing perspectives to create something that works for everyone.
Don’t Take It Personally
If you’re the type of designer who takes feedback as a personal attack, it’s a sign you might be investing a little too much of yourself in your work. And while passion is a beautiful thing, it can also be your undoing.
Here’s the secret: detach your ego from the process. Follow the steps I outlined above, and something magical will happen—you’ll feel less pressure. Why? Because the feedback isn’t aimed at you. It’s aimed at the collective decisions, opinions, and prototypes you’ve shaped. Some of those ideas were yours; some weren’t. Either way, it doesn’t matter, because they were all just ideas. If something didn’t work, that’s fine. Assess the new feedback like you did the first time, and decide whether it’s worth reshaping.
The Takeaway
When you approach feedback this way, you’re no longer the lone artist defending their masterpiece. You’re the facilitator of a collaborative process—a conductor orchestrating the best ideas into harmony.
With that mindset in place, it’s time to keep refining, shaping, and adding detail to your design. Let’s move on and bring those ideas to life.
Design Execution
You’ve arrived. The stage is set. The feedback is gathered, research complete, devs are on board, and marketing has shared their grand visions. Deadlines are looming, but you know what needs to be done. This is the moment where ideas stop being concepts and start taking shape.
If you’re not feeling confident at this point, pause. Retrace your steps. Address any gaps before moving forward, because this phase requires clarity and decisiveness. Ready? Let’s dive in.
Focus on the User
From here on, it’s all about making things work. The interface becomes your playground, and the user’s experience is your mission. Your goal? Organize elements in a way that feels intuitive, natural, and just makes sense. It’s not about flexing creative muscles for the sake of it—it’s about designing for ease, accessibility, and delight.
At this point, you’ll start using components, building new ones, and exploring the ideas gathered during earlier phases. There are countless approaches to this stage, but here are my two favorite strategies—and when to use them.
1. The Bloated Version
This approach is all about volume. You throw in everything you’ve got—and then some. Different versions, different flows, and meaningful variations that explore alternative ideas. This isn’t about creating filler; it’s about thoughtful differentiation that opens up the design for discussion.
That last one is tricky. Inexperienced reviewers often think they want a buffet of designs but end up overwhelmed. Keep variants meaningful and focused to avoid turning their decision-making into an episode of Decision Paralysis: The Movie.
This method works best for experienced teams who can handle a high volume of options and provide constructive feedback. For less experienced reviewers, however, let me introduce my go-to option:
2. The Lean Version
This is the minimalist, precision-strike approach. You create one version that makes the most sense based on feedback and research. It’s lean, efficient, and rooted in logic rather than personal opinion.
The lean method requires confidence and clarity—you’re presenting a single path and will need to defend it with research, feedback, and logic. If you nail it, this approach is a time-saver and a sanity-preserver.
A Balanced Approach
Sometimes, the project calls for a mix of the two strategies. You might explore a few key variations without going all-in on design bloat. Trust your instincts and adapt to the needs of the project and the team.
Pro Tip #9: Collab
Next Stop: Collaboration Deep Dive
Execution doesn’t stop with your screens—it’s about seamless teamwork. Let’s explore how to sharpen those collaboration skills and bring everyone into the fold for a smoother, more effective design process.
Key Collaboration Areas
Collaboration is at the heart of effective product design, and mastering it is a continual process. At its core, collaboration is about relationships, communication, and understanding the needs of those you’re working with. The following insights focus on key areas to help you work seamlessly with clients, team members, and other stakeholders.
Collaboration is About Perception
Before diving into specifics, it’s crucial to remember that collaboration is shaped by how others perceive you. Being approachable, friendly, and open can make all the difference. Ask questions, show interest in others’ work, and offer genuine compliments. When people feel comfortable working with you, collaboration becomes easier and more productive.
1. Collaboration with Clients or Managers
Effective collaboration starts with understanding their vision and expectations.
2. Collaboration with Fellow Designers
Consistency is the key to a cohesive user experience. Poor collaboration between designers can result in fragmented designs that feel like they were made by different people.
3. Collaboration with Developers
Strong communication with developers ensures your designs are realistic and achievable.
4. Collaboration with Marketing
The marketing team offers valuable user insights and fresh perspectives. However, they may not be familiar with the design process.
5. Collaboration with Copywriters
Good copywriting is vital not only for the user, but also for clear internal communication, so involving copywriters early is essential.
Presenting Designs
Presentations can align teams, onboard stakeholders, and clarify the vision.
Managing Feedback
Receiving feedback from multiple sources can be overwhelming.
Next Steps: Validating Decisions
Once the team has made decisions, it’s time to assess their impact. How do you ensure those decisions were right? Stay tuned as we dive into validation techniques and strategies for continuous improvement.
Validation and Iteration
Validation and iteration are the backbone of ensuring that designs truly work for users and stakeholders alike. Here’s how you can approach this phase effectively, focusing on creating actionable insights and maintaining a collaborative, objective process.
The Role of User Testing
While we’re not diving into the intricacies of user testing here, its importance can’t be overstated. User testing introduces objectivity, helps validate decisions, and provides insights that extend beyond the current project. Without it, decisions are likely based on personal opinions and assumptions, which can harm the product in the long run.
Internal Prototypes as a Quick Alternative
If your company isn’t ready for full-scale user testing with external groups, internal prototypes can serve as a valuable substitute.
Iterate and Retest
After implementing changes based on feedback, run the same test again to ensure the changes address the issues effectively.
Ready for Development?
What challenges might arise during the engineering phase, and what steps can we take to enhance and support the designs? Coming up next.
Implementation Support
Once designs are validated and approved, the transition to the development phase begins. This stage comes with its own set of challenges, but there are strategies to ensure a smoother collaboration with the engineering team.
Annotating in Figma
Annotations help clarify your designs for all team members, especially developers. Clear, concise, and accessible annotations ensure that everyone understands the intent behind your designs.
I’ll be releasing an annotation library soon—stay tuned for a free resource to streamline this process.
Handoff Meetings
A well-organized handoff meeting ensures that developers have a complete understanding of the designs before beginning implementation.
Regular Check-Ins
Continuous communication during implementation ensures alignment and helps catch potential issues early.
Correcting Mistakes
Mistakes during implementation are common, but having a structured approach to addressing them can save time and frustration.
Pro Tip #10: Educate
Share your corrections in a collaborative channel so that everyone learns from them, reducing repeated mistakes over time.
Leverage a Design System
A robust design system is one of the most effective tools for maintaining consistency and reducing implementation errors.
Partner with QA
Designers can significantly enhance QA efforts by focusing on the visual aspects of the product.
Launch & Post-Launch
The launch phase is a critical moment where all the hard work of research, design, and development comes together to meet the world. While much of the design work may seem "done," designers play an essential role in ensuring a successful launch and laying the groundwork for future iterations. Here's what designers typically focus on during this phase:
Preparing Assets for Marketing
Designers often collaborate with the marketing team to create assets that align with the product's launch strategy.
Monitoring Live Performance
After launch, designers keep a close eye on the product’s real-world performance to identify areas for improvement.
Start Using
Using the new feature as a real user is a crucial part of the design process that often gets overlooked. Once the product is live, designers should take the opportunity to interact with it in its intended environment, just like their target audience. This hands-on experience can provide invaluable insights and ensure the feature continues to meet user needs.
Document Learnings
Closing Thoughts
If you’ve made it this far, you’re an absolute legend. You’ve shown commitment to improving your craft, and I truly hope this guide has provided you with some value. Whether you’re a manager seeking to refine your team’s design processes, a designer striving to make things work better, or someone curious about my design approach—thank you for taking the time to explore these ideas.
The fact that you’re looking for ways to improve already puts you on the right path. Keep seeking advice, reading articles, and learning from others. There’s a wealth of knowledge out there from incredibly talented individuals. I hope you find the insights that resonate with you and help you level up your next project.
Final Tip: Have Some Fun
Design is a process, but it’s also a creative journey. Think of it like a game—one where you’re optimizing strategies, refining builds, and collaborating with a team to achieve something amazing. Stress can be the biggest roadblock to creativity, so don’t let it overshadow the joy and satisfaction that comes with each project. Embrace the challenges, celebrate the wins, and most importantly, have fun along the way.
Also yes—we're ending this on a Britney Spears gif. Have a great rest of your week.