Process

Think → Loop → Create → Measure

A process that doesn't terminate. The fourth stage feeds back into the first — which is exactly why the work keeps getting better after launch instead of decaying.

Think

Discover & Define1–3 weeks

Workshops, interviews, market audit, analytics review. Strategy and the KPIs we'll be measured against — before a single pixel exists.

Strategy & KPI sign-off

Loop

Design & Iterate3–5 weeks

Information architecture, concepts, prototypes, usability testing, design system. We test the thinking before we commit to the making.

Design approval

Create

Build & Ship3–6 weeks

Engineering, integrations, analytics instrumentation, performance to budget, accessibility, QA, launch. Shipping is a checkpoint, not a finish line.

Launch checklist

Measure

Evidence & IterateOngoing

30-day review against the KPIs set in Think. Experiments, reporting, iteration. Then it feeds back to the start. The loop restarts.

Feeds back to Think →

The standard we hold

Non-negotiable, every project.

≥90Lighthouse mobile

AAWCAG 2.2 accessibility

<0.1Cumulative Layout Shift

60fpson mid-range devices