IZEL MARAS
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Linkedin
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Head of Design 
Roon
2021 - 2024

Lead Designer
Verizon
2016 - 2020

Visual Designer
frog Design
2014 - 2016

AIGA Mentor

Tech Crit Advisor at 
Cornell Tech

Brooklyn 


Phase 1: Problem Identification

Understand the Problem

  • Define context and constraints.
  • Study the audience and gather qualitative and quantitative data.
  • Review similar issues, companies, and features.
  • Gather team input and align on the problem and audience.
  • Draft and refine a user story map.
  • Create mind maps of expert and user journey to identify needs.
  • Discuss engineering constraints, prioritize, and define the MVP and long-term goals.
  • Determine the hypothesis, scope, and schedule for the project.

Phase 2: Idea Generation

Brainstorm & Concept Development

  • Create How Might We statements based on our mind maps, and generated ideas for each statement.
  • Run a Crazy 8s session to gather ideas from all teams.
  • Create and refine concepts.
  • Develop early responses through concept sketching and wire-framing.
  • Align with stakeholders on what to test


Phase 3: Prototyping & Testing

Create & Test Prototypes

  • Build workflows and create high-fidelity prototypes.
  • Prototype interactions to test usability.
  • Develop a test script and conduct user tests.
  • Synthesize results, update the user story map, and iterate based on feedback.
  • Conduct additional tests and make iterations based on feedback.
  • Refine the design through repeated testing and feedback until the audience responds well to the proposed experience.

Phase 4: Delivery & Improvement

Finalize & Review

  • Review the prototype with engineering to finalize requirements.
  • Conduct additional tests and make necessary iterations based on feedback.
  • Create and finalize the high-fidelity prototype with the design system.
  • Q&A

    Post-Delivery Analysis

    • Conduct a full analysis of initial results post-shipment.
    • Interpret results, discuss with stakeholders, and structure additional tests.
    • Continuously improve the design based on feedback and analytics.
    • Begin the investigation phase of the product experience again, continuously improving the design.