From sketches to systems
Great products rarely start as roadmaps—they start as messy lines on paper.
We begin with low-fidelity sketches to uncover intent: what problem are we solving, for whom, and in what context? At this stage, we're allergic to polish. We map user goals, edge cases, and "jobs to be done," then reduce everything to flows that could fit on a napkin. Decisions are cheap here: we throw out more than we keep, test the story with stakeholders, and let constraints (content, devices, performance, accessibility) shape the concept. When the narrative clicks, fidelity rises just enough to answer one question: does the experience make sense without anyone explaining it?
Turn winning paths into a modular system
Next we translate the winning paths into a modular interface. In Figma, that means components, variants, and tokens—one source of truth for color, type, spacing, and motion. We define grids, interactive states, and content patterns; we separate what's universal (buttons, inputs, cards) from what's domain-specific (menus for a restaurant, PV/heat-pump diagrams for energy). Motion becomes a language, not an afterthought: durations, easings, and thresholds are written down, so hover, load, and scroll behaviors are predictable. The goal isn't screens—it's a system that can generate screens without breaking.
Operationalize for delivery
Then we operationalize. Design tokens are exported to code; UI kits become Storybook components; content models are documented so marketing isn't blocked by design; and accessibility rules are baked in (contrast, focus, semantics). We add guardrails: naming conventions, do/don't examples, page templates, and QA checklists. We pilot the system on a real slice—one journey end-to-end (e.g., "discover → compare → book")—to prove that performance, localisation, and analytics still hold when the rubber meets the road. If something cracks, we fix the rule, not just the instance.
Govern, measure, and evolve
Finally, we govern and measure. Every release updates the system, not a one-off file. We track adoption (how many screens are built with official components), design debt (where and why the system was bypassed), and outcomes (conversion, time-to-ship, support tickets). The library has owners, SLAs, and a clear change process; the docs read like a product, not a wiki graveyard. Over time, the sketches don't disappear—they become the fastest way to propose new rules. That's the loop: sketch → system → delivery → sketch. It's how brands stay consistent, ship faster, and scale without losing their voice.
Start with messy lines, not roadmaps
Great products rarely start as roadmaps—they start as messy lines on paper. We begin with low-fidelity sketches to uncover intent: what problem are we solving, for whom, and in what context? At this stage, we're allergic to polish. We map user goals, edge cases, and "jobs to be done," then reduce everything to flows that could fit on a napkin. Decisions are cheap here: we throw out more than we keep, test the story with stakeholders, and let constraints (content, devices, performance, accessibility) shape the concept. When the narrative clicks, fidelity rises just enough to answer one question: does the experience make sense without anyone explaining it?
Turn winning paths into a modular system
Next we translate the winning paths into a modular interface. In Figma, that means components, variants, and tokens—one source of truth for color, type, spacing, and motion. We define grids, interactive states, and content patterns; we separate what's universal (buttons, inputs, cards) from what's domain-specific (menus for a restaurant, PV/heat-pump diagrams for energy). Motion becomes a language, not an afterthought: durations, easings, and thresholds are written down, so hover, load, and scroll behaviors are predictable. The goal isn't screens—it's a system that can generate screens without breaking.
Operationalize for delivery
Then we operationalize. Design tokens are exported to code; UI kits become Storybook components; content models are documented so marketing isn't blocked by design; and accessibility rules are baked in (contrast, focus, semantics). We add guardrails: naming conventions, do/don't examples, page templates, and QA checklists. We pilot the system on a real slice—one journey end-to-end (e.g., "discover → compare → book")—to prove that performance, localisation, and analytics still hold when the rubber meets the road. If something cracks, we fix the rule, not just the instance.
Govern, measure, and evolve
Finally, we govern and measure. Every release updates the system, not a one-off file. We track adoption (how many screens are built with official components), design debt (where and why the system was bypassed), and outcomes (conversion, time-to-ship, support tickets). The library has owners, SLAs, and a clear change process; the docs read like a product, not a wiki graveyard. Over time, the sketches don't disappear—they become the fastest way to propose new rules. That's the loop: sketch → system → delivery → sketch. It's how brands stay consistent, ship faster, and scale without losing their voice.
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