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A new client arrived with multiple software products, each named and handled separately. For example, "Happy" for ratings or "Noshop" for cancellation fees. Their audience - busy dental clinic owners, didn't care about internal product names. They cared about resolving business issues.
The marketing site needed to connect these perspectives. We had to shift from a product-focused view to one centered on benefits, grouping solutions to address particular problems. No one seeks "Noshop"; they aim to cut cancellation fees and improve cash flow. This required a thoughtful sitemap revision.
This meant creating solution pages combining products. Pages like "Boost your marketing, attract more patients" brought Availy, Happy, and MedPress together. It was a change from listing features to explaining value. This method helped the client view their services from their customers' perspective.
This difference between internal and external perception often occurs in growing companies. They have outgrown their original website structure. Sometimes the greatest success comes from simply rephrasing existing offerings, not adding new ones.
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Building a Supply Chain, Logistics, or B2B SaaS Platform?
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A self-initiated technical design sample created to demonstrate a clear, structured Tech Pack workflow for a simple womenswear style.
The project translates a basic tee into organised product-development documentation, including front and back technical flats, construction callouts, Bill of Materials, base-size measurement specifications, artwork placement, colour information, and development tracking.
The goal was to show how even a simple garment can benefit from clear technical documentation that supports pattern development, first sampling, and communication across the product-development process.
Scope shown in this project
Technical flats
Construction callouts
Bill of Materials
Points of Measure
Base-size measurement specifications
Artwork placement
Colour and trim information
Commentary / development tracking
Project type: Self-initiated sample
Role: Technical Design · Tech Pack Development
Category: Womenswear / RTW
Note: Pattern making, grading, physical sampling, and manufacturer validation were outside the scope of this sample.
The development tracking section stands out, most tech packs I come across skip that and just assume everyone's reading from the same version. Curious whether that came from a real manufacturer mixup you'd dealt with before, or just wanting to be thorough on a self-initiated piece.
The design for a language app with 100K+ users has been in the dev team's hands for weeks.
They haven't messaged me once to ask what something should be.
That's the point of a proper handoff. Every version of every screen already drawn, including the ones nobody wants to think about. Every color and spacing tied to a rule the whole product runs on. Naming that matches what the engineers already use.
If a dev has to ask what a value should be, the file wasn't ready.
"If a dev has to ask what a value should be, the file wasn't ready" should be taped above every designer's monitor. Has a dev team ever pushed back on that level of rigor, or do they just quietly appreciate never having to ask?