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How I work · 12 stages · 10 projects
This is the design process I follow, from problem and business goal to handoff and impact. Each stage links to a case study that shows it, and the chart below says plainly where a case study doesn’t. I’d rather show you a gap than fill it with a claim.
01 · Design process overview
The order is the one I follow when the work allows it. On a small audit some stages are a paragraph; on a larger build they take weeks.
I write the problem as who is affected, what is specifically wrong, why it matters and which number it moves, before I draw anything. Business goal and user goal sit side by side, so a design choice can serve both or say which one it favours.
Shown in 10 of 10 case studies
Competitive analysis, secondary research, user research and research analysis, then personas and a user journey map. Most of my research is secondary: reviews, competitor audits and public sources, and I label it that way.
A persona built from reviews is not an interview. The pages say which is which.
Shown in 6 of 10 case studies
Information architecture, site map and user flows first. Then ideation, wireframes and a low-fidelity prototype, with the key product iterations kept so a reader can see what changed and why.
Shown in 9 of 10 case studies
Working prototypes for the decisions a screen can’t settle, then high-fidelity mockups, responsive design, the specific features that make the product different, and the final design.
I haven’t published usability test results. Where a page doesn’t have them, it says what I would test.
Shown in 10 of 10 case studies
Design system and style guide, with design principles written down so the same argument doesn’t return every week. Then accessibility and edge cases: the empty, failed and half-finished states that decide whether people trust the product.
Shown in 10 of 10 case studies
Design developer handoff with the reasoning, not only the files. Expected impact stated as a measure I would watch, then what I learned and what I would do next.
Most of this work has no outcome numbers, and the pages don’t invent any.
Shown in 10 of 10 case studies
02 · Where each stage is shown
Twelve stages down, ten case studies across. A filled dot means the page shows it. Client work under NDA, concepts and one internal tool show less, and that’s on purpose. Checked against the pages on 3 November 2026.
| Stage | Zedo | Postpay | Heirs | Mara | J2U | ProConn. | TurnKey | Outdoor | Chotcut | Lions’ Den | Shown |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 01Problem and opportunity | 10/10 | ||||||||||
| 02Research | 4/10 | ||||||||||
| 03Personas and journeys | 3/10 | ||||||||||
| 04Structure and flows | 9/10 | ||||||||||
| 05Ideation and wireframes | 2/10 | ||||||||||
| 06Prototype and testing | 4/10 | ||||||||||
| 07High fidelity and responsive | 9/10 | ||||||||||
| 08Design system and style guide | 9/10 | ||||||||||
| 09Accessibility and edge cases | 6/10 | ||||||||||
| 10Design developer handoff | 3/10 | ||||||||||
| 11Expected impact | 6/10 | ||||||||||
| 12What I learned and what I would do next | 7/10 | ||||||||||
| Stages shown | 7/12 | 9/12 | 5/12 | 7/12 | 8/12 | 9/12 | 7/12 | 8/12 | 8/12 | 4/12 |
Hover or focus a dot to see what the page shows.
03 · Business goal, design decision, expected impact
A company isn’t hiring another pair of hands for the screens. It wants a designer who knows which number the work should move. For each project, this is the goal, the decision I made because of it, and the measure I would watch. The tag says what is and isn’t a result.
No shipped figures quoted
Business goal
Fewer people leaving at checkout, more repayments made on time. I framed the work around three revenue moments: completing checkout, understanding and repaying, coming back.
Design decision
Show the whole repayment commitment on one screen, and make the instalment arithmetic add up to the order total to the last fils.
Expected impact
Checkout completion, approval rate and on-time repayment rate, instrumented before shipping.
Goals, not results
Business goal
Reach a wider market for supermarkets, deliver within 60 minutes of ordering, and grow cashless payment.
Design decision
A five-step core path, discovery that starts from food, and saved addresses and payments for people ordering for someone else.
Expected impact
Test the 60-minute promise first with a few supermarkets, a few riders and a paper order sheet.
Targets from the brief, no outcome numbers
Business goal
Reps lose time looking up stock and retyping SKUs, which slows the customer and leaves upsell chances unused.
Design decision
An assistant that answers with price and stock, offers related products and adds to the cart.
Expected impact
Sales uplift from recommended items, daily use by staff and the share of recommendations marked useful.
Opens 15 November 2026, no results yet
Business goal
Turn the doubt about cost and wait that stops people buying from abroad into a reason to buy here.
Design decision
One all-in price on every product, two stock states, a delivery estimate in the cart, and a request service for what isn’t listed.
Expected impact
Carts that reach the delivery estimate, carts that reach checkout, requests that become a paid deposit, and WhatsApp questions about price or delivery.
Zedo’s revenue and business data are confidential, so I don’t show them. The Zedo page shows public counts and the decisions behind them.
04 · Design principles
Colour, type and grids are agreed first, so work from week one and week two looks like one product.
Heirs ConvergeSign-in, access and the first screen change with the role. The person ordering is not always the person receiving.
Chotcut, Heirs ConvergeInstalments, fees and totals have to add up. The chrome around them can change.
Postpay, MaraDuties, delivery and the wait are on the page, not at the door.
J2UCompleted, Incomplete, Missed. In Lagos, Ships from Japan. A state a person can read aloud.
TurnKey Coach, J2UEvery claim on this site carries a label, so a reader can tell what was measured from what I think.
Playbook05 · Specific features and key product iterations
06 · Accessibility and edge cases
These are decisions the case studies show. I don’t publish a formal accessibility audit of client work. On this site I run axe in light and dark before I publish.
J2U’s stock lines say In Lagos or Ships from Japan, so colour is never the only signal. A mixed order arrives in two parts and the customer never pays delivery twice.
See itFound in the 14 October audit and fixed on 17 October for 320 and 360 pixel screens.
See itTurnKey Coach rows carry a worded pill, Completed, Incomplete or Missed, in place of an unlabelled dot.
See itMara’s activity list shows pending, completed and failed rows. Result screens say what happened and what to do next.
See itChotcut has screens for item not found, no internet and no orders yet, so a shopper is never left on a blank page.
See itZedo’s case study lists three: “Close” is too generous, missing data looks like data, and an unfinished listing loses its photos.
See it07 · What I learned and what I would do next
What I learned
Sixty minutes is the most expensive sentence in the goals.
What I would do next
Test it first with a few supermarkets, a few riders and a paper order sheet, then design the tracking and the promise to match.
What I learned
My own product misleads in three places, and showing them first earns more trust than hiding them.
What I would do next
Tell a seeker what was verified, by whom and when, in a tappable, plain-language line.
What I learned
Judge the work on three moments, not on screens: completing checkout, understanding and repaying, and coming back.
What I would do next
Put analytics on checkout completion, approval rate and on-time repayment rate before shipping.
What I learned
An honest store keeps every unknown in brackets until the founder confirms it, then fills it from the answer, not a guess.
What I would do next
Watch four things from day one: delivery estimates, checkouts, request deposits and WhatsApp price questions.
Want the same ideas as interview answers? Read the interview questions, or see the selected work.
(04) — Contact
Open to opportunitiesLagos, Nigeria
Design lead and Senior Product Designer · full-time, contract or advisory. Pick what fits and it opens an email with the right subject.