Step 2: A touch of magic

The work done in a transformation phase can look scrappy, minimal and unimpressive while it’s going on – but a rough sketch in the back of someone else’s notebook can represent hours, days or even weeks of analysis, testing and exploration.

It is the most important stage of the design process, because it is where the deep thinking happens.

New ideas are synthesised, and the results can look like magic.

I use back-of-envelope sketching, rough or low-fidelity wireframes, paper prototypes and interactive Axure mock-ups to explore, validate and refine ideas in collaboration with everyone else involved with a project.


Contact me now if you’re interested in design transformation.


Marie Neurath, the original ‘transformer’ working at Isotype during the 1920s and 1930s, called transformers ‘trustees of the people’ – because they are responsible for making data, information and products understandable for those who must use them.

That philosophy motivates me as a designer and keeps me going through good times and bad.