1. Empathize: The first step for every design project is to discuss the organisational planning of the design brief, which establishes the objective, deliverables, and budget. If a design brief isn’t already written, it can be developed through a discussion with the client. This step is followed by planning and conducting research to gain an understanding of the users, their needs, and their pain points. It also involves exploring the context of the problem to ensure that the project brief is well-defined.

Tools that can be used during this step:

• A planning document will be used to outline the project goals, timelines, and key deliverables, serving as a roadmap for the design process and ensuring that all stakeholders are aligned on the project’s scope and objectives.
• Frameworks like the 5W’s and H to define the scope of the research. Insights organization tools such as affinity mapping can be used to group research findings and identify patterns.
• Include project management software or Gantt charts for planning, research methods like surveys, interviews, and focus groups to gather information about users.

By establishing a clear project brief and conducting thorough research, graphic designers can gain a deep understanding of the user and the problem they’re trying to solve, which can inform the rest of the design thinking process.

2. Define: In this step, you use the insights gathered during the empathy stage to define the problem you are trying to solve. After we have discussed the project deliverables/brief, the next step is the research phase. This is a very important part of the design process, as this will define the direction of the branding/design project. This generally comprises of researching into main competitors, target audience/sector and also putting together visuals and mood boards for inspiration. 

Tools that can be used during this step:

• Problem statements that help to clearly define the problem.
• Affinity mapping to group insights and identify patterns.
• A mood board is used as a visual tool used to compile and organize images, colors, and textures that represent the desired look and feel of a design project.
• Competitor research is a process of analyzing your competitors’ visual identities and marketing strategies to gain insights and inspiration to help inform and improve your own design work.
• A user flow may be used as  a visual representation of the steps a user takes to complete a task on a website or app, helping designers understand the user’s journey and identify potential pain points or areas for improvement.

3. Ideate – Once the design direction has been established, the design concept stage can begin. This is when the fun begins, and ideas start to come to life. Ideation is a process of generating a wide range of ideas and potential solutions to a problem, and from a user perspective, it is used to develop creative and innovative solutions that can address their needs and solve their problems in the most effective way possible. Ideation enables designers to explore a variety of options and possibilities, which can lead to better outcomes and more satisfying user experiences. Ultimately, ideation is about generating new and exciting possibilities that can make a positive difference in the lives of users, and it is a crucial part of the design process that can lead to successful and impactful designs.

Tools that can be used during this step:

• Brand outline is used to define the core elements of a brand, such as its values, personality, target audience, and visual identity, helping to establish a consistent and effective brand image and messaging that resonates with the client’s target market.
• Sketching is a quick and efficient way to explore design ideas and concepts, allowing for rapid iteration and feedback that helps to refine and improve the design solution for the client.
• Brainstorming is a collaborative process used to generate a wide range of ideas and potential solutions to a design problem, helping to foster creativity, explore different possibilities and ultimately lead to better designs that meet the user’s needs.

4. Prototype – The prototype phase of the design thinking process involves creating a tangible representation of the design solution, whether it be a physical model or a digital mockup, to test and refine the concept based on user feedback and testing. This phase is crucial in identifying flaws and opportunities for improvement in the design, as well as validating the feasibility and viability of the solution. Prototyping allows designers and stakeholders to visualize and experience the solution in a realistic way, helping to ensure that the final product meets the needs and expectations of the users and the client. The feedback and insights gathered during this phase can then be used to refine and iterate the design solution until it meets the desired outcome.

Tools that can be used during this step:

• Storyboarding to create a visual narrative of the user’s experience.
• Rapid prototyping to quickly iterate and refine ideas.

• Wireframing is used as a visual representation of a user interface that is used to outline the structure and layout of content and functionality, helping to identify and refine the user experience and ensure that the design meets the user’s needs.
• Opportunity mapping in wireframes is used to identify potential areas for improvement or innovation within the design solution, based on user feedback and research, helping to optimize the user experience and achieve the client’s goals and objectives.
• A mockup is used to present a realistic representation of the final design to the client, allowing them to visualize the look and feel of the product before it is developed.

5. Test – The test phase is the final stage of the design thinking process, where the prototypes created in the previous phase are tested and evaluated. This is a crucial step in the process as it allows designers to gather feedback from users and identify any issues or areas for improvement. During this phase, user testing and observation is carried out to ensure that the prototype meets the user’s needs and is effective in solving the problem identified in the earlier stages. The feedback gathered from this phase is then used to refine the prototype and make any necessary adjustments before moving onto the final implementation phase.

Refine – The next stage is to refine, and develop any concepts. This is also when any context/format is considered, if the design is for digital and print, this is when any mockups, prototyping and printed proofs will take place. Once the final design has been established and signed off, the final artwork will be sent over and delivered in all formats for web/social media and print.

Tools that can be used during this step:

• Usability testing software: This software allows designers to test their designs with users remotely, and provides detailed analytics and feedback.
• A/B testing software: This software allows designers to test multiple versions of their design to see which performs best, and provides data to inform design decisions.
• Surveys and questionnaires: These can be used to gather feedback and opinions from users on the design, as well as to collect demographic information.
• Heat mapping and click tracking software: This software allows designers to track user behavior on a website or application, providing insights into how users interact with the design.
• Video and audio recording software: This software can be used to record user testing sessions, allowing designers to review and analyze user feedback and behavior.