• Pavel Fernandez

Design Pro-creation. Creating user-centered experiences.

As any intellectual process, designing involves both intuition and empirical analysis.

In order to provide the design creation with user-centered objectivity we use methodologies.

There is more than one way to deliver a design process that entails consistency and a reasonable confidence in our findings and decisions.

A simple way to organise this process may consider four fundamental stages: Research, Ideation, Planning and Execution.

The Design Process is a living entity and shall be 'designed' to better fit the specific challenges of each project. Multiple tools are available to successfully fulfil each of its phases. Selecting the right tools is fundamental to achieve a virtuous balance of efficacy and efficiency. Some of them below...


As part of the discovery process, understanding the recipient of the message, service or product is key for validating strategies, journeys, content and to inform visual and user experience design. We define "personas" as a representation of different user groups characterising any relevant demographic, commercial and sociological elements relevant for the project.

EMPATHY MAPS Heuristic evaluation and interview empathy maps are created to understand and compare brands and/or services in the context of the market or user environment.

USER JOURNEYS These are a paradigm of user centre design. These interaction maps allow a granular definition of all points of interactions mapped for specific "personas" and track all relevant conditions such as engagement, objective, actions, exit points, recovery points, media, context and hierarchies.

If you which to know more about these tools, I'll soon be updating with some other key resources of the design process, such as wire flows, touch-points maps, content flows, site maps, sketching, wireframes, prototypes and heuristic analysis.