A fluid method, where the visual and the UX move forward together.
At every iteration, art direction and working UX prototypes advance side by side. AI serves where it is good, building and rolling out, and nowhere else: choosing the paths and settling the trade-offs stay with judgement. The method adapts to the project's constraints, never the other way round.
Imagine
We open wide. Dozens of paths radiate out from the project: angles, concepts, directions. The machine shapes as many as it takes, the angle never comes from it. None is ruled out yet: this is the only stage where mess is allowed.
Decide
Senior judgement arbitrates. One path lights up, the others fade. To decide is to give something up: to give a clear direction to everything that follows.
Orchestrate
AI takes on the repetitive execution; the heading stays held. Square nodes: human decisions; circles: AI. All of them feed the centre, in a loop, without ever losing sight of the project.
Control
With every turn, the spiral tightens around the point. We correct, we refine, we bring the result closer to the original intent, until there is no gap left.
A project rarely starts from a blank page.
The four moves describe the ideal. On the ground, we start from an ageing site, a site built prompt by prompt, or a folder in a mess. That is not a problem: putting things in order is precisely my job.
An outdated site
Technology from another era, a back office nobody dares touch any more. The content, though, is often worth saving: I recover it page by page before deciding what stays.
A vibe-coded site
Built alone with an AI, prompt after prompt. It runs, but it does not say what you are after: every prompt rewrites pages, none writes what was missing.
Documents all over the place
Three Word files, three zips, three emails. Everything is there, nothing is sorted: that is material, not a flaw.
Before imagining anything, I gather what exists, organise it and make it visible: a map of the offer, a plan of the pages. The objectives are shaped on top of that. Only then does the method adjust to the subject, each time a unique one.