The Iceberg

graphic created by  Sans Wu

graphic created by Sans Wu

Most people think of user interface design as laying out a screen, usually a beautiful, colorful screen. But that's like the tip of the iceberg, and if we only pay attention to that, we may miss the 90% below the surface that determine's the product's success with users.

User Centered Design orients us towards that lower 90% by:

  • collecting requirements and inspiration from target users at the start
  • circling back to users to vet key concepts and prototypes at early stages

Observing people solve the problem, seeing their creative workarounds and pain points, is one of the most surprising, humbling and delightful parts of our work. 


Phase 1: Strategy

                  graphic created by usercenteredthoughts 

Define the goal / design challenge

Understand the users and problem

  • Stakeholder Interviews
  • Competitive Review
  • 3rd Party Research
  • User Interviews
  • Contextual Inquiry


  • Personas
  • Use Case Scenarios
  • Design Brief
  • Plan, Timeline, Costs
  • Deliverables

Phase 2: Iterative Design


  • Flow Diagrams
  • Site Map

Interaction Design

  • Sketches 
  • Wireframes
  • Prototypes

Visual Design

  • Information Design

Phase 3: Communicate


  • Annotated Wireframes


Samples available upon request.