# App Development Phase 2: Focus on Design

[Linda Krestanova](https://www.strv.com/blog/authors/linda) Communications Manager

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Welcome to the stage of things coming to life.  
Following [Phase 1: Discovery](https://www.strv.com/blog/making-an-app-phase-1-discovery-process-product?ref=strv.ghost.io), you’re now equipped with a solid overview of the product, market, tech stack and user personas, as well as product specifications, wireframes and both time and cost estimates. Everything you need to start **the Design Phase** on a strong note.  
*(If you’re already curious, check out more about [Phase 3: Engineering](https://www.strv.com/blog/making-an-app-phase-3-engineering-process-product?ref=strv.ghost.io) and [Phase 4: Scale](https://www.strv.com/blog/the-strv-approach-to-post-launch-care-support-process-engineering?ref=strv.ghost.io).)*

Before we get into the details of Design, please note that we’ll be describing the process under the assumption that the product has gone through Discovery. If this is not the case, Design can be significantly more complex to navigate.

Now, let’s talk about what you as the client can expect from STRV during the Design Phase.

## Our Design Team's Capabilities & Approach

As a team, STRV product designers are skilled in UX, UI, interaction design and motion design. This is one of our greatest strengths.  
Each of our designers is able to make both the UI and UX parts of the project work together very well. Unlike many other companies that focus solely on one aspect, we're able to take on both the functionality and aesthetic feeling of product design.  
This is crucial because, in the end, it's all a part of one experience for the user. Understanding the ins and outs of both the technical and visual — which are, in a way, different disciplines — means we can make sure the product not only works properly but is engaging.  
Our abilities allow us to stay true to [Design Thinking](https://www.strv.com/our-work?ref=strv.ghost.io) and Lean Startup Principles. If you’re unfamiliar with the terminology, it means we always, *always* prioritize the users’ needs above all else. That’s how we build products that are [easy to use, accessible and engaging](https://www.strv.com/our-work?ref=strv.ghost.io).

## Transitioning From Discovery Is a Breeze

By the time we move into Design, your product already has a strong identity and team.  
Most often, the product manager and designer who worked with you during Discovery remain on the project during Design. Additionally, everything we learned during that first phase is incorporated into a number of wireframes (a skeleton format that focuses on functionality and outlines future designs).  
At this point, we know what we’re building and start working on the how.  

The product manager’s first main focus is to ensure nothing from Discovery is forgotten, no feature left out. Together with the designer, they discuss potential development issues and how to avoid them — by spending more time on UI, for example.  
Everything is analyzed from all sides so that once the designer gets to work, he/she is absolutely clear on how to complete all wireframes before moving on to UI and creating the final designs.

## The Process, the Tools… and Where You Come In

Our designers enjoy working directly with clients. It allows for well-informed decisions on both sides, making sure we’re moving in the right direction.  
It’s usually up to you and the designer to decide how often you will sync. We adapt to your preferences. But what we always do are daily stand-ups on Slack, where the designer writes down what he/she worked on and what’s next on the agenda.

Over the years, we’ve refined our process by splitting it into six stages:  
**1. Project Onboarding** (designer is present to fully understand client goals)  
**2. Discovery & Research** (designer helps give your idea the right look, direction, flow and logic)  
**3. User Experience Design** (UX)  
**4. User Interface Design** (UI)  
**5. Development** (designer is always available for collaboration and support)  
**6. Maintenance** (designer helps with post-launch care and scaling)  

We run every stage in iterative feedback loops to ensure alignment on the vision. We use Figma to drive collaboration at multiple levels: among designers for mutual reviews, between designers and clients for transparency, and between designers and engineers for smooth implementation.

**Speaking of collaboration...**

## Get One Designer and You've Got Them All

Apart from the individual skills of the designer dedicated to your project, you also get the collective intelligence of the entire Design team.  
There are three main approaches to internal collaboration that guarantee this:  

- The Design Team Lead and Creative Director work closely with every designer, reviewing work and providing guidance as needed — often at a moment’s notice.  
- Sharing Sessions and a Designers Meeting, which alternate every two weeks.  

During Sharing Sessions, designers discuss highlights from their projects, review specific screens or flows, get more context, see different angles, and make decisions in case of uncertainty.  
The Designers Meeting offers a time to analyze how we do things, identify any necessary process improvements, and stay updated on new situations encountered on projects, ensuring the team stays current and innovative.

## The Product Manager Keeps Everyone in Sync

As the product develops, the product manager keeps everyone focused on the big picture.  
They manage revisions to avoid timeline shifts and scope creep, which could affect costs and delay the release.  
They also discuss your concerns when needed, ensuring design decisions are not just personal preferences but are backed by UX/UI expertise and team consensus.  
Our designers are happy to provide you with options, and if disagreements persist, user testing and data help make the final call.

## A Bonus Phase Within the Phase

It can be hard to imagine how far an expert designer can push a product if given creative freedom — that’s where the conceptual phase comes in.  
Taking a few days without restrictions, designers explore different approaches, generating a vision that may differ from initial guidelines but still considers them.  
This phase inspires fresh ideas, helping your product stand out in a saturated market and increasing the chances of outlasting competitors.

## Having Engineers Available for Input Is Gold

Throughout Design, our engineering team is always ready to assist.  
This is a huge benefit when designers push creative boundaries and come up with innovative ideas that may need technical validation and planning.  
For example, if a new idea impacts timeline or cost, engineers help estimate integration efforts.  
As we progress, we coordinate with engineers to identify who can be involved in the next phase: [Engineering](https://www.strv.com/blog/making-an-app-phase-3-engineering-process-product?ref=strv.ghost.io).

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