From Idea to Value.

My name is Dmitry Kravtsov. I am a Senior Art Director and UX/UI Designer with over 12 years of experience. I work at the intersection of branding, digital products & experiences.

Work proccess

Goes by a precise roadmap and consists of several steps. Some steps can be skipped or switched, depending on the client’s background and the project itself.

1. Business requirements
Looking at the client’s brief, the project manager analyses upcoming work and prepares a list of questions. After that we schedule an interview with the client, during which we ask questions about the project, client’s business in general, processes, priorities and goals. We ask to describe target audience, each audience group specifications, and what has to be improved.
2. Competitors research
We can define the competitors by either asking the client or independently. This procedure helps us to identify direct and indirect competitors. Then we conduct a SWOT-analysis, which allows us to see their strengths, weaknesses and potential for the client’s project.
3. Characters, goals, problems and solutions
We come up with a fictitious character for each group, which is a typical group representative. This method helps us understand the target audience deeper and create ideas to improve navigation, functionality and content on the next steps. We create a list of needs for each of the characters (For example: “find a contractor”, “buy an iPhone”, “make an appointment”, etc.). Then we create few problems for these needs. Using the information, we can create new solutions – ideas for the future project. These ideas are very valuable for the project’s functionality.
4. Scenarios
Relying on the “User and business requirements” document, we create user behavioural scenarios for each situation. The scenarios are written in block-schemes or as a document, which describes all scenarios of the user’s behaviour in the system. The document will be used on the following steps to check the system’s interface and model users behaviour on the website.
5. Structure
Relying on the “User and business requirements” and the “Scenarios”, we create a system structure and member area modules.
6. Functional prototype
On this step we start to work with dynamic prototype. The project architect creates all unique pages and navigation between them. He fills each page with content and schematically shows functional blocks (calculator, filters, search, etc.) When the prototype meets business requirements, it has been tested by the characters and approved by the art-director, it can be sent to the client for his approvement.
7. Testing
Testing helps to detect logical mistakes and improve defects which are harder to find.
8. Visual Concept
Initially, several internal meetings are conducted with an art director during which modular grid, style of elements, colours, accordance to the current visual image, etc. are determined. As the result of these meetings, a thorough and well thought-out design concept of several core pages of the system begins to form. The result of the completed work is reflected in the PDF presentation which explains all of the design choices.
9. UI Design
Typically, interface consists of few main unique screens and multiple repeating ones, in which only the content is subjected to change and not so much the design.
10. UI-kit formation
For large-scale projects we form a united set of elements that are used further on in the project. Buttons, forms, sortings, tables, text blocks, a variety of states of the elements during interactions etc. This allows us to maintain a single style of elements while working on the interface.


Some customers we work with