My creative process is continuous and iterative.

I generally follow what I call 4D – Discover, Design, Develop, and Deploy. Then, it starts all over again with a focus on optimization. Another important note is that once I have a project to work on, a problem to solve, I work on it constantly, sometimes actively, and sometimes subconsciously. This dance of active and passive work consumes me until the right solution or design is found.


This is the beginning of the creative process. It’s focused on learning as much as possible about the project, client, industry, goals, users, competition, landscape, and much more. The better informed I am, the better I can serve my clients, and the better the outcome. This phase is typically done via lots of talking with clients and online research.


This is the fun part, where the ideas generated in the Discovery phase come alive and abstract concepts become tangible. I like to start on paper, sketching ideas, jotting notes, rapidly exploring ideas and seeing what works. Once a clear direction is present, I move into the digital world and use the right software for the job.


Mostly relevant to websites and applications, development begins once the design is nearly complete. I hand-code all of my work, and test my code in browsers and mobile devices throughout the development process. Whenever I can, I try not to reinvent the wheel for simple solutions and am eternally grateful for the open source community.


Deployment can mean a number of things, like delivering logo files to a client, which I prepare if various color modes, file types, in vector and raster formats, with accompanying type and color information. It can be deploying the approved website or application from a staging environment, and installing traffic analytics and webmaster tools.


Once something has been deployed, and it makes sense to repeat this process, it starts all over again. Discovery turns inward, studying the traffic analytics, bounce rates, conversion, acquisitions, etc. Improvements are made where possible, and A/B or multivariate tests are done as necessary. Source control is used to keep track of changes.