Better Process = Better Product


“We need to first define the problem. If I had an hour to save the world, I would spend 59 minutes defining the problem and 1 minute finding solutions.” – Einstein

The ReWired Fun Funnel™ consists of just 12 steps. Think of it like rehab. Or Christmas. However you frame it, our process makes better products and better digital experiences.

(#JargonAlert! ReWired takes the best from Waterfall, the best from Agile and the best from Lean UX. Like most things, the sweet spot lies somewhere in the middle. The Funnel can be executed in 1 day, 1 week or over the course of 2 months, or any timeframe in between.)

It reduces overhead, headaches, and cost, all while generating better results. Our process is templatized and streamlined – but totally customized to every client. Think of this like a menu, not like a prescription.


Content & Functionality

This is the only step that always comes first and is never omitted. It’s the WTF-are-we-dealing-with stage. Although unglamorous, Audits are made more fun with mindmapping software, sticky notes, and party hats.  Basically, we reverse-engineer what you’ve got.

Activities: Usability review, content and functionality inventory, Google analytics review, existing documentation review
Output: Documented understanding of what we are working with

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Brand & User

Two main parties need to be clearly fleshed out: the brand and the user. We need to know who they are currently, and who you aspire for them to be. The big question: your brand and your user — if they met at a cocktail party, would they go home together?

Activities: Brand and User Identity Workshop, customer interviews and surveys, ethnographic research
Output: Style tiles and personas

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Goals & Gameplan

Let's agree on a single-digit list of high-level initiatives and a loose execution plan. Communication is key. We need to articulate what we are trying to achieve and why/when/how we are trying to achieve it.

Activities: Goal & KPI definition, discussion of deadlines and benchmarks
Output: timelines, plan of attack, defined roles and responsibilities

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The Minimal Viable Product (MVP): What’s a must-have for this thing to get out the door? What features are nice-to-have? What can wait? What assumptions are crucial to test in front of users?

Activities: Requirements gathering, requirements prioritization, assumption risk assessment, potentially user testing
Output: Strategic MVP defined, backlog of features

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Industry & Interface

Let's not reinvent the wheel, nor make the same mistakes as those who came before us. We will check out the competition through two lenses: industry (competitors) and interface (similar non-competitors).

Activities: direct-competition feature matrix, UI inspiration exploration
Output: Informed mindset for design

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Rocks & Hard places

What's the lay of the land? What are the constraints? Whether technical, business, legal, political, or physical, it's better to know sooner than later. The more we know upfront, the less time we will waste.

Activities: technical architecture review, subject matter expert interviews, service design workshop
Output: clear mental model of the space we are design within 

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Creation & Destruction

Sure, we've been sketching on napkins since the kick-off, but now we graduate to the whiteboard. Together we brainstorms solutions: TONS of them–more than we could ever use. We keep whittling until we have a solid set of solutions for each of our MVP requirements.

Activities: sketching, team ideation workshops, concept generation & critiques, paper prototyping
Output: a mental model to base the system on

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System Design

Templates & Modules

In the same way we prioritize the MVP, we also want to tease out the LCD (Least Common Denominator) of building blocks needed to make the concept come to life.  We start to build a system of content and functionality building blocks: reusable pieces that satisfy the business and user goals. It's sort of like playing with Legos.

Activities: decide on, design, and stress test the building blocks
Output: clickable hierarchy diagram, draft module and template library

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Page Hierarchy

Websites used to have static, book-like information architectures, but today, a “website” is more of a dynamic machine of content and functionality. The traditional sitemap is no longer enough. 

Activities: Identify ROTten (redundant, outdated, trivial) content, create simplified content buckets and taxonomy, design navigation system
Output: new information architecture & content strategy

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Logic Flows

Ifs and Thens

If this, then that... and if that, then this. Here, we illustrate all the conditional logic. It could be based on user behavior, time of day, business rules, or even barometric pressure.

Activities: Create conditional logic diagrams as needed, techniques and outputs vary widely from project to project

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Click, tap, swipe, resize

The crown jewel! Everyone's darling, the clickable prototype allows everyone (business, developers, users) to get a very good feel for the end product.

Activities: Detailed UI, usability testing, applying design direction to modules
Output: clickable prototype

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Functional & Visual

Let's not call it "documentation"–such a dirty word. Pattern libraries, log styles, responsive templates, building blocks, and user interface elements... They are living, breathing tools, not binders full of dead trees.

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Get in Touch!

Location, Location

ReWired is located in the heart of Midtown Atlanta – right next to Piedmont park. 

Directions to ReWired


Thoreau once said, “It's not enough to be busy (the ants are busy), we must ask: ‘What are we busy about?’”

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