How every item is made
Every item in the catalogue is made the same way, and the record of that work is part of what you download — the questions, the alternatives, the reasoning and the decisions, next to the artwork they produced.
What you are actually buying
Most files arrive as artwork and leave you to work out the rest. These arrive with the workflow attached, so the next screen — the one that isn't in the download — is one you can design yourself, the same way.
Stage 01 of 08
The brief, the business, the constraints.
In your download
The brief as it was actually answered, with the constraints that shaped it.
Use it yourself
Swap in your own constraints and you have the brief for your next screen.
Stage 02 of 08
Comparative analysis — what exists, what works.
In your download
The comparative sweep — what already exists, and what each one gets right.
Use it yourself
The shortlist saves you the week of looking.
Stage 03 of 08
What's missing between where they are and where they need to be.
In your download
The distance between where the product was and where it needed to be.
Use it yourself
The same gap, named for your product, is the whole argument for a redesign.
Stage 04 of 08
Audiences, jobs to be done, usage patterns.
In your download
Audiences, jobs to be done, and the usage patterns the design assumes.
Use it yourself
Check them against your users before you ship — the mismatches are your edits.
Stage 05 of 08
Structure, navigation, hierarchy.
In your download
Structure, navigation and hierarchy, with the alternatives that lost.
Use it yourself
The rejected structures tell you what not to try when yours has to differ.
Stage 06 of 08
Flows, layouts, states.
In your download
Flows and layouts with every state drawn — empty, loading, error, full.
Use it yourself
The state list is a checklist you can run against any screen you add.
Stage 07 of 08
Tokens, components, patterns.
In your download
Tokens, components and patterns, named consistently and documented.
Use it yourself
Extend it rather than restyle it, and the tenth screen still matches the first.
Stage 08 of 08
The handoff that doesn't need translating.
In your download
The coded implementation, where one exists — no handoff translation.
Use it yourself
Read it to see exactly how the design was meant to behave under load.
Why it is in the download at all
A design you can't extend is a design with a shelf life. Everything here is published with enough of its own reasoning that you can carry it forward — adapt it to a brief it wasn't drawn for, defend it to a team that didn't commission it, and design the next screen in the same language.
Every stage is published with what was asked before anything was drawn. In a crunch you can run the same questions at your own desk and get to a defensible answer without starting from a blank page.
Each item carries the one insight it turns on, the reasoning behind it, and the options that were rejected. When someone asks why the table paginates instead of scrolling, the answer is already written down.
The eight stages are the same eight every time, so the second item you buy teaches you the shape of the first. Use it as a checklist for the screens you have to design yourself.
Two ways to use it