Our Process

For the last two decades, ZURB has been helping companies of all sizes design unique, innovative and profitable solutions, fueled by surfacing powerful design insights.

Flight Plan

Every successful project starts with a plan. ZURB’s Flight Plan is just that, a start to a great outcome. It communicates the high-level focus for each week of the project and what deliverable or outcome we are trying to reach by the end. But it is just a start. Flight Plans are fluid, and as business goals are defined and Design Insights are surfaced, our Flight Plans provide the flexibility to change and become what your business needs by the end of our engagement.

The 3 Parts to Our Journey

From begin to end, we’re focused on creating great work, collecting feedback, and surfacing Design Insights to take us to the next level. We’ll check-in every 2 - 3 days to keep the feedback loop focused and frequent, driving your team to make decisions and keep evolving through the process. The path to excellence is not linear and can be full of twists and turns, but we can describe it in these three Mental Spaces:

This is all about learning. During Lift, we’re needfinding, opening up the problem and exploring all the possibilities. We’ll begin by conducting comprehensive audits, analyzing the competition, conducting user research and exploring the opportunities. The goal here is to first open up, to define the problem, and then see how we can create the most impact during our engagement.

What you can expect:
  • Experience Maps
  • Opportunity sketches
  • Affinity Diagrams
  • Mindmaps
  • Service Blueprints
  • Content Outlines
  • Interviews
  • Competitive Reviews and Audits
  • Positioning Documents

This is where the fun starts. During LEAP, we dig into the problem and generate ideas in massive volume. We start out with concept sketches to get as many of the ideas out there to determine what makes sense to focus on now. We move into journey maps, workflows and increase the fidelity of our sketches by graduating into wireframes and clickable prototypes. Rapid prototyping and iteration is the name of the game.

What you can expect:
  • Journey Maps
  • Concept Tests
  • Prototype Tests
  • Lo-fi Sketches
  • Hi-fi Wireframes
  • Clickable Prototypes
  • Scaffolds
  • Testing Matrix
  • Designer Requirements
  • Content Drafts

The LAND stage is often the most exciting. We’ll create mood boards, solidify visuals by collecting user feedback through testing and dive into the analytics to make sure we’ve hit the mark and are moving the needle.

With the final design decisions in place, we begin coding up core screens of the product using Foundation. The Coded Style Guide we create becomes a valuable asset for our customers’ implementation team making the CSS & HTML easy copy and paste with no loss during implementation.

What you can expect:
  • Mood Boards
  • Creative Direction
  • Final Content
  • Design Layouts
  • HTML & CSS
  • QA Matrix
  • Styleguide
  • A/B Testing
  • Analytics
  • Content Redlining
  • User Feedback
  • Insight Maps

Meet Your Copilots

A journey with ZURB is a collaborative one, and our teams will count on each other to keep communication flowing and commit to awesome work. Meet your copilots:


The Designer works with the Design Lead & Advocate to surface Design Insights, create and refine the design concepts with the team, and keep the project on a forward progression to a positive outcome that solves your business goals.

Design Lead

The Design Lead is a seasoned Product Designer, experienced at turning complex problems into simple, intuitive solutions. They’ll lead the charge, guide the progression of our engagement.

Customer Advocate

The Customer Advocate is the voice for your users or customers. They’ll conduct continuous research and interviews, testing the design assumptions and decisions, and surfacing Design Insights.