Design Checklist

How to use this

Start only after Data & Strategy has handed over an approved brief. Work top to bottom and hand Build one approved version. Progress is saved in this browser on this device and is not shared.

Use this checklist to turn the approved campaign angle into complete, reviewable, build-ready assets without redefining the strategy or measurement plan.

Reset for a new campaign

1. 1. Accept the brief

   Review the question, evidence, angle, hypotheses, audience, surfaces, metrics, guardrails, constraints, and timeline Confirm what is fixed and what is open to creative exploration Resolve missing or conflicting inputs with the Data owner before designing Confirm the control experience that must be preserved

   Required output: A design-ready brief with no unresolved strategic dependencies.

2. 2. Prepare the Figma file

   Create and name the Ideation page Create and name the Research, Content, and Assets page Create and name the Feedback and Updates page Create and name the Variations page Create and name the Flows and Finalization page Create and name the CRO Angles page

   Reference example: KK: Round 1 CRO A/B Test Design

   Required output: A consistently organized Figma file with all six pages ready for the campaign design work.

3. 3. Map the campaign experience

   Translate the campaign angle consistently across every in-scope surface Keep the message continuous from acquisition source through the on-site journey Define the role and micro-conversion for each surface Avoid unrelated changes that make the result harder to interpret

   Required output: An approved experience map showing how every surface supports the same campaign angle.

4. 4. Design the variants and states

   Design mobile first, then desktop Show the control and proposed experience clearly Cover the relevant responsive breakpoints Cover relevant selection, sold-out, sale, validation, error, loading, and empty states Use real or approved copy in every final frame Make image dimensions and asset requirements explicit

   Required output: Complete designs for every in-scope surface and required state.

5. 5. Review quality and accessibility

   Check information hierarchy and CTA clarity Check legibility, contrast, labels, focus expectations, and keyboard implications Check brand consistency and approved claims Confirm the design does not weaken product, pricing, offer, or trust information Confirm the design remains faithful to the approved hypothesis

   Required output: An internally reviewed design with documented issues resolved.

6. 6. Secure approval

   Collect the required internal and client approvals Record the approved design version Freeze approved copy, assets, and behavior for the build handoff Route strategic changes back to Data instead of silently changing the hypothesis

   Required output: One approved version that Build can implement without choosing between competing files or comments.

7. 7. Hand off to Build

   Provide the design file and direct links to final frames Annotate responsive behavior, interactions, conditions, and component states Provide final copy and optimized source assets Map the control and variant experiences Provide the tracking requirements and event names from the approved brief Provide acceptance criteria for every surface List known dependencies, apps, theme constraints, and open risks Walk Build through the handoff when the change is complex Confirm Build has one approved version and no undocumented behavior to infer

   Handoff gate: Build has final assets and copy, explicit behavior and states, tracking requirements, and testable acceptance criteria.

Continue to Build & Launch