The Way I Ship (designs) Fast

In the fast-paced world of product development, one of the most valuable skills I’ve acquired is the ability to design quickly, ship in small increments, and iterate rapidly. This approach is crucial because not all teams work at the same pace, and it’s essential for a business—especially startups—to translate ideas and solutions into tangible value swiftly. By collaborating closely with engineers, product teams, and leadership, I’ve learned how to deliver iterative improvements without sacrificing the end-user experience. Here are some key findings I’ve found valuable in breaking down large problems and quickly delivering impactful designs in small batches.

Before diving into design, it’s crucial to understand the problem deeply. I’ve found that this often comes from paying close attention to details during meetings and through the limited interactions that take place in the weeks leading up to a project kickoff (shoutout to working remotely). Making the most of your time with stakeholders, engineers, and product managers is essential—listen carefully for insights into scope, constraints, and desired outcomes. While this may seem like a “no shit..” moment, being truly attentive and asking the right questions will help you uncover the core needs and pain points of end users, and, by extension, gain a deeper understanding of your business. This understanding will help you focus on the most impactful areas, ensuring your design addresses the real issues from the jump.

Armed with a clear understanding of the big picture, work with your product team to identify natural break points in the design where functionality can be "chunked" into manageable bundles of value. Collaboratively determine which components can be designed and shipped independently while maintaining a cohesive user experience. Focus on elements that deliver immediate, noticeable improvements and use them as a foundation for a more complete design solution. Remember, you don’t have to ship a “complete” design all at once—adding meaningful value that aligns with user needs and implementation feasibility is key here.

The backbone of shipping fast, in my opinion, is collaboration. I regularly sync with engineers and product managers to ensure alignment on priorities and technical feasibility. I share early wireframes and remain open to feedback from all sides throughout the design process. The goal is to create a world of continuous feedback where designs are iteratively refined and validated, reducing the time I spend on rework and ensuring that every decision adds value. To that point, I always try to design with maximum flexibility in mind—creating small components that can be easily iterated on, and focusing on scalable elements that can be adapted or expanded in future versions. This allows the team to test and learn from each release, making adjustments as needed without compromising the overall experience.

Even when shipping in small batches, it’s crucial that each piece feels complete and functional to the end user. I always strive to avoid delivering fragmented or incomplete features. Instead, I think of each small batch as a standalone improvement that enhances the user experience in a meaningful way. This might mean releasing a new feature in stages, starting with the most critical functionality and gradually adding more complexity over time.

While shipping in small increments is crucial, gathering feedback is just as important. Measuring and monitoring how our changes impact the user experience is essential for guiding future iterations. Use analytics tools, user interviews, surveys, and even internal conversations with customer service teams to understand what’s working and what’s not. These insights will help inform the next set of design changes, keeping the cycle moving forward.

Fast design and shipping is an ongoing loop. Continue refining your processes, learning from each iteration, and adapting to the needs the team and your users. I believe that the more you practice breaking down large problems and delivering value in small chunks, the more efficient and impactful your designs will become. Furthermore, I’ve found that shipping quickly has made me a more effective collaborator, designer, and partner within organizations. The ability to rapidly turn ideas into reality in small, manageable pieces ensures that the end-user experience remains seamless and valuable, even as the product evolves over time.

— Garrett

Cover Photo by Roland Larsson