Some clients say they want a “simple design.”
What they really want is clarity, confidence, and a story that makes sense.
I used to jump straight into visuals because that felt like the fastest way to impress.
Over time I realized something important.
Design is rarely the problem. Understanding is.
The moment I stopped designing for what looked good and started designing for what felt right to the user, the entire experience changed.
A clean UI can get attention.
A thoughtful UX earns trust.
A clear narrative brings conversions.
Today, I ask one question before touching any artboard:
“What does the user need to feel at every step of this journey?”
It keeps my work grounded.
It keeps clients aligned.
And it keeps the product focused on what actually matters.
Curious to know how other designers start their process. Do you lead with research, flow, moodboards, or raw sketches?
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