User Experience Design Process


Competitive Analysis / Research

Understanding the context of a product, including the services, features, techniques and standards of others in the market space. Review analytics from the research team and comments from customer service. Exploring competitors and their offerings and fine tune a strategic direction including, problem definition, target audience, industry Context, business needs/goals, audience needs/goals, business performance targets/benchmarks, audience performance targets/benchmarks, competitors, and competitors Approaches.


Personas & Scenarios

Developing a reliable and realistic representation of the key audience segments and potential user interactions for reference. Representations are based on qualitative and quantitative user research and web analytics.


User Flows

Visually demonstrating the step-by-step elements required to allow the user to accomplish their objectives. The flows express the pages and elements required to implement the most strategic user journey based on business objectives while outlining to the developers how the system interacts with user behavior.


Information Architecture

Organizing, structuring, and labeling content in the most effective and efficient way helping users find information and complete tasks. The larger picture exposes how items relate to each other within the system and how the user may interact with each feature.



The basic layouts are evolved from the user flows and information architecture and focus on consistency, space allocation, prioritization of content, functionalities, and intended user behaviors.

SarahCappello_Wireframes 1.jpg

Rapid Prototyping

Fused with wireframing to better communicate design, interaction, and intention for user-friendly testing.


High Fidelity Mockups & Prototypes

Expanding and infiltrating user flows and design by using products such as MarvelApp to easily distribute and observe how well the product will be received before the product is built.