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How I Approach Website Design Projects
Every website project is different, but my approach follows several principles that help keep the process clear and focused.
I don't believe in designing a website simply because it needs to “look modern”. A strong visual direction should have a purpose and should support the content, audience and goals of the business.

Understanding the context

Before opening Figma, I try to understand the context of the project.
Who is the audience?
What does the business offer?
What makes it different?
What does the user need to understand?
What action should the website encourage?
These questions influence both the structure and the visual direction.
A website for a technology company may require a completely different communication style from a fashion brand or healthcare business.
The design should reflect that difference.

Research and references

I usually collect relevant references before developing the final visual direction.
This can include competitor websites, visual identities, editorial design, photography, typography and digital products.
The purpose is not to reproduce existing solutions.
References help identify patterns, opportunities and possible directions while keeping the final design specific to the project.
I also look at competitors from a UX perspective.
How do they structure information?
What makes their websites easy or difficult to use?
Where are there opportunities to create a clearer or more distinctive experience?

Building the information architecture

Once the project context is clear, I define the website structure.
This is particularly important for websites with a large amount of information.
I try to organize content according to how users are likely to look for it.
A good structure allows users to move naturally from one question to the next:
What is this?
What does it offer?
Why should I choose it?
How does it work?
What should I do next?
The exact structure depends on the project, but the principle remains the same: information should have a clear hierarchy.

Establishing the visual system

The next step is creating a visual language.
This includes typography, colors, spacing, imagery, buttons, cards and other interface elements.
I prefer systems that are simple enough to remain consistent but flexible enough to support different content.
This becomes especially important when designing multi-page websites.
Instead of creating every section from scratch, reusable components can form a coherent visual system across the entire project.

Designing with content in mind

I don't consider content to be something that is simply placed into a finished design.
The amount, type and hierarchy of content influence the layout.
A short marketing statement requires a different composition from a technical explanation.
A product catalog requires a different interface from an editorial article.
A corporate website may need to accommodate statistics, documents, timelines, team information and long-form text.
Good web design needs to anticipate these differences.

Balancing clarity and visual character

One of the biggest challenges in web design is finding the right balance between usability and personality.
A website that is completely functional but visually generic may fail to communicate what makes a brand different.
A website that prioritizes visual experimentation above everything else may become difficult to use.
I try to find a middle ground.
The interface should be clear enough to navigate naturally while still having a recognizable visual character.

Creating reusable components

For larger projects, I often create a library of reusable sections and components.
These can include:
  • hero sections
  • image and text layouts
  • card grids
  • statistics
  • timelines
  • process sections
  • testimonials
  • documents
  • team sections
  • contact blocks
  • calls to action
This approach makes the design more scalable.
If the client later needs another page, it is possible to build it from an established system instead of starting from zero.

Designing for real implementation

I also consider development while designing.
A website needs to work outside Figma.
That means thinking about responsive behavior, content updates, interactions, CMS or catalog functionality and the capabilities of the chosen platform.
When working with Tilda, Webflow, Wix or Flexbe, I take the technical environment into account from the beginning.
This helps reduce the gap between the design concept and the final implementation.

Collaboration and iteration

Website design is rarely a completely linear process.
Feedback can change the structure. New content can affect the layout. A visual direction may need refinement after seeing it applied to several pages.
I see iteration as a normal part of the process.
The goal is not to protect the first idea at all costs. The goal is to improve the final result as more information becomes available.

From the first screen to the final website

I stay involved throughout the process, from the initial structure to the final responsive layout and implementation.
This allows me to keep an eye on the bigger picture while also paying attention to details.
A successful website is not defined by one beautiful hero section.
It is the combination of many decisions: how the information is organized, how the interface communicates, how the visual identity is expressed, how users move through the website and how the final product works on real devices.

My approach in one sentence

I aim to create websites that are visually distinctive, easy to understand and practical to use.
The final design should represent the character of the business while giving users a clear and comfortable experience.
For me, that is the point where web design becomes more than decoration — it becomes a useful digital tool for a business.

Have a project in mind?

Let’s create a website that looks distinctive, works intuitively and supports your business goals.
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10.09.2026
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