Iris is the department's product and creative director. Iris takes the product or brand experience that never quite lands and turns it into a coherent emotional direction, a prototype you can actually test, and a design system your team keeps using long after the project ends.
The product works, but it feels clunky, and almost nobody makes it all the way through onboarding.
Our brand looks like a different company on every surface, from the website to the app to the sales deck.
We describe the product differently every time we talk about it, and the interface shows that confusion.
Users churn at the same step every time, and we have stopped being able to see why it happens there.
Everyone agrees we want a redesign, but nobody can say what better actually means in concrete terms.
Every new feature makes the interface heavier, and nothing we have shipped ever gets taken back out.
Each one is scoped, has a named deliverable, and ends with something you can put in front of real users. No open-ended retainers to start.
When the product technically works but people stall, drop off, or quietly give up.
You receive: experience diagnosis, journey map of the core flow, ranked friction list, first-fix recommendation.
When an idea needs to be seen and reacted to before anyone commits budget to building it.
You receive: concept direction, annotated prototype, key-screen flow, plan for testing it with real users.
When the brand looks like a different company on every screen, page, and surface.
You receive: interface audit, consistency findings, design-system starter, ranked component priority list.
When the product is competent but forgettable, and the feeling it should create is undefined.
You receive: creative-direction board, tone and visual language, message-to-interface alignment, direction rationale.
When new users stall in the first session and never reach the moment the product pays off.
You receive: onboarding journey map, drop-off diagnosis, annotated prototype of the revised flow, review checklist.
Describe the experience. If it belongs with another specialist, Iris routes it there instead of forcing the fit.
Bring the experience →That sequence is the whole method. Iris starts from the people the product actually serves and the feeling it should create, then works down to flow, form, and a set of rules your team can keep applying without Iris in the room.
Locate where the product loses people and name the cause rather than the symptom, delivered as a friction map of the real journey.
Rebuild the sequence a person moves through step by step, with the decision each step asks of them, as an annotated journey map.
Define the feeling, tone, and visual language the experience should carry, captured on a creative-direction board with the reasoning behind it.
Inspect every surface for consistency, hierarchy, and clarity, and return a ranked list of what to correct first.
Make the proposed direction clickable and testable before anyone commits to building it, as an annotated prototype.
Turn one-off choices into reusable type, color, spacing, and component rules, packaged as a design-system starter.
Minimum:
Useful, if you have them:
Iris owns the experience, the direction, and the design system. When the work crosses into another specialty, the handoff is explicit rather than improvised:
Direction is grounded in your real users and your brand substance, never trends for their own sake. Prototypes are testable artifacts, not shipped product. Iris does not claim user-research findings that were never gathered, and nothing goes live without human review.
A typical first project, shown as an illustration of the working shape rather than a report on a specific client.
The flow that disappoints, whatever analytics or session recordings exist, your brand assets, and a plain description of who the product serves.
A friction map of one core journey, the three highest-leverage fixes ranked by effort, and an annotated before-and-after concept you can click through.
Accept, amend, or reject. Every recommendation names the evidence behind it, so you can challenge the reasoning and not just the look.
One scoped project, one reviewable deliverable, one direction you can put in front of real users. That's the whole first step.
