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a collection of tools we use throughout our design process

Assets Design
Back-End Development
Challenge Mapping
CMF Design
Color Design
Concept Generation
Concept Sketching
Cost Optimization

Design Guidelines
Design Thinking
Desk Research
Field Study
Interaction Map
Final Screen Design
Front-End Development

Idea Sketching
Journey Mapping
Journey Design
Layout Design
List of Requirements
Look & Feel
Material Selection
Mood Board
Navigation Pattern

Parting Design
Presentation Renderings
Supplier Sourcing
Technology Scouting
User Testing

Challenge Mapping

The concept generation stage of product development is where the skill, experience and creativity of the design team is used to generate design solutions which solve the challenges laid down in Mapping and Discovery stage(more generally: during the research stage). Approaches include generation of key themes and ideas from user insights, product use cases, brainstorming and collaborative creative sessions. At Maform, the ideation part is followed by the Concept generation, where we tipically deliver 3 concepts to the client.

Look & Feel

Look and feel is a common way to describe the experience offered by a user interface. Look refers to visual design and feel refers to the overall customer experience of using a product, service, environment, machine or tool. The look is defined by the color palette, images, layout, font choices and the overall styling; the feel is determined by the movement and response of dynamic components like dropdown menus, buttons, forms, and galleries, and even sound effects.

Mood Board

Mood boards are physical or digital collages that arrange images, materials, text, and other design elements into a format that’s representative of the final design’s style.

Using moodboards is an excellent way to refine a project’s style before diving into the actual design process. They can be a valuable resource throughout the design project, to help keep the style and aesthetic consistent and on track with a client’s goals and expectations.


Personas are the part of UX research and they refer to fictional characters to reflect user types, pinpointing who they are and what they do with products in relevant contexts. They are based on user research and incorporate the needs, goals, and observed behavior patterns of the target audience to make us understand exactly what they need from the product we’re designing. Personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help to guide decisions about a service, product or interaction space such as features, interactions, and visual design of a website.

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