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One of the most expensive mistakes in product design? Designing the wrong thing really well.
Founders often want to jump straight into UI because screens feel like progress. But before opening Figma, there’s a more important question: what should we actually build first - and why?
That’s exactly what the Product Discovery phase is for.
It helps validate assumptions, understand the market and competitors, prioritize features, and turn a long wishlist into a clear V1 before investing time and budget into design and development.
We recently had a project where discovery helped turn 10 potential features into one clear first release - before any design work started.
I wrote more about our process, what discovery actually includes, and when your product needs it here.
👉 Read the full article: https://www.theash.design/blog/product-discovery-phase-before-design-and-development
Open to new collaborations - DM me if you have a product in mind!
Designing the wrong thing really well is the most painful failure mode. Turning 10 potential features into one clear first release before any design work started is exactly the kind of story that sells discovery.
Absolutely agree!
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
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Lumen — UX/UI Design for a Premium Architecture Studio
Sometimes, the smallest details are what give a design its personality.
For Lumen, I found myself exploring how typography, architectural photography, colour, and layout could work together to tell a story before someone even starts reading.
I played with oversized text, warm brown tones, editorial layouts, and a mobile experience that carries the same visual character as the desktop design.
I especially enjoyed putting the mobile screens together. Seeing the different sections come to life on a smaller screen made the whole concept feel more complete.
It's always interesting to see how different creative decisions can change the way people experience a brand.
What's one design detail that can make you appreciate a website even before you've explored everything?
#WebDesign #CreativeDesign #UIUXDesign #Architecture
i love this soooo wellllll, i just said welll with 4 l's thats how good this is
Project Title:
Dunkin’ Product Web Concept
Project Description:
A playful web design concept created to explore bold product visuals, strong composition, and interactive brand presentation. The goal was to turn a simple product idea into a more engaging digital experience while keeping the layout clean, clear, and visually memorable.
This concept reflects how I approach web design in general — understanding the brand, building a strong visual direction, and creating an experience that works around the product, service, or idea being presented.
Role: Web Designer / Creative Developer
Focus: Visual Direction, Layout, Product Presentation, Web Interaction
sentences
One brand, three screens: patient, doctor, and the video call between them.
NovaHealth is a healthcare brand and product system I designed from logo to apps. Healthcare software tends to feel either cold and clinical or too cluttered to open. I wanted something calm for a worried patient and quick for a doctor between appointments.
The logo breaks the classic medical cross into soft, rounded blocks in two blues, so it reads as “health” without feeling sterile.
The patient app opens with one thing: a solid blue card showing your next appointment. It’s the only fully saturated block on the screen, so nothing competes with it.
The doctor dashboard is built for a glance. Total patients, today’s appointments, and pending messages come first, in the same blue and rounded style as the patient app.
The telehealth screen has almost no UI. The doctor’s face fills the screen, with just three controls: mic, camera, and a red end-call button, the only red in the whole system.
One rule ties it together: blue means action, white space means calm, and yellow is a small spark of warmth.
Which screen should I break down next? 👇
Great medical brand design specially the phone app UI and top left laptop dashboard 🔥🔥🔥
great job Joshua ❤️🎉