Product Design Journey Framework (PDJ)

The Product Design Journey Framework (PDJ) is a framework for charting the journey and identifying key processes in designing web products such as websites and web apps.

Product Discovery – Delivery

The Product Discovery begins with The Design Sprint and followed by experiments thru Research and Development. At this point, the Project’s Time, Budget, Scope (as seen in the Product Requirements Document), and of course the Product itself take shape.

The Product Delivery involves the commencement of making the Product come to life thru Design and Development. This is where it becomes possible to be launched in the market.

Reading the Table

In reading the table, one would usually go from left to right—from Product Discovery to Product Delivery. In each phase of Discovery – Delivery, one could read from top to bottom. In a particular Stage, there is a Process involved which in turn, produces the Artifacts. The Artifacts then, ideally, follows the Building Block concept wherein the succeeding artifact is built on top of the one that came first. Although it’s important to note that one could start at any stage.

  Product Discovery Product Delivery
Design Discovery Design Delivery Frontend Development Backend Development
Stages Research Information Architecture, Interaction Design User Interface Design Sensory Design Frontend Development Structure Frontend Development Style Development Stages
Processes Research to Requirements Design Process (R2R) Requirements to Interaction Design Process (R2I) Interaction to Interface Design Process (I2I) Interface to Sensory Design Process (I2S) Design to Development Design Process (D2D) Development Processes
Improvement Loop Design Process (ILP)
Artifacts Product Requirements Document (PRD) Content Inventory, Interaction Diagram Interface Diagram Mockups, Style Guide Frontend Development Content Frontend Development Presentation Product
Design System
The Product Design Journey in table format.


As an example, in the Product Discovery phase, during the Research Stage, the research findings will go through a process called Research to Requirements Design Process (R2R). Logically, in order to move a step ahead, the process will produce an Artifact that will be used in the next stage—in this case, the Product Requirements Document (PRD). Then this Artifact will be the basis in the next stage—which is Information Architecture and Interaction Design Stage. The journey goes on in a similar manner.

A Note on Development

Since this framework is focused mainly on design, the closest stage from Design is Frontend Development. With that in mind, the Backend Development encompasses all stages and processes that isn’t frontend—including, but not limited to, database development, server development, and other development operations. It’s also important to note that as soon as there are locked-in requirements as seen in the PRD, development in the backend could commence. And needless to say that along the journey, collaboration among teams will influence the product.


The PDJ was developed from the following frameworks and processes:

Iterations for Improvements

The Design Process is commonly iterative. It is in the same reason that a sub-process is employed to improve the quality of the Artifact produced – it is called the Improvement Loop Process (ILP).

Other Design Processes

IDEO’s Human-centered Design takes a similar approach:

Inspiration → Ideation → Implementation

Define → Ideate → Prototype → Build → Analyze


The Product Design Journey is framed within the context of the Project and the Project’s basis are Time, Budget, and Scope. Standing on top of these basis is the Value which resides in the future. In order for us to get from present to future (to realize the Value), we have Discipline which encompasses the principles, processes, knowledge, resources, tools, and techniques by which will guide us in this journey.


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