So how do I do what I do? Frankly, it varies. Why? Each team is different. Each brand is different. Companies can be a startup or a Fortune 500 company and everything in between. Timelines vary. I see so many UI/UX people putting up the "typical" UI/UX paths copied and pasted from some bootcamp or course claiming this is the way to do UI/UX properly. My opinion? There is the ideal world and the real world. Like many things in life this differs greatly out there. My basic process is not much different then literally everyone else out there when you get right down to it. However, mixed into my approach is my background in marketing/advertising as well as business.