Momentum Design Lab

Introduce your business and what you do there.

I’m the founder and CEO of an automotive technology company.

What challenge were you trying to address with Momentum Design Lab?

We needed someone to help us optimize our website performance and customer journey.

What was the scope of their involvement?

Momentum Design Lab provided us with UI/UX design to improve our customer experience.

They mainly utilized Sigma and Adobe as their main design platforms, and conducted user testing groups as part of their QA services.

What is the team composition?

We mainly communicated with Peter (Head of UX), Lydia (Senior Product UI/UX  Designer), and Suzie (Product Delivery Lead).

How did you come to work with Momentum Design Lab?

We came across Momentum Design Lab through a combination of Google Search and a recommendation.

How much have you invested with them?

We invested about $225,000.

What is the status of this engagement?

We worked together from April–July 2022. 

What evidence can you share that demonstrates the impact of the engagement?

They were a very high-quality team that was dialed into our long-term success. They made the extra effort to understand what we do and made the right recommendations to resolve our issues.

Moreover, they were a pleasure to work with and thought outside the box when it came to identifying practical solutions.

How did Momentum Design Lab perform from a project management standpoint?

The project management was transparent, and we couldn’t have asked for a better relationship.

What did you find most impressive about them?

Compared to other vendors, what impressed me the most was their robust and perfectly outlined business plan.

Are there any areas they could improve?

There’s nothing they need to improve on.

Do you have any advice for potential customers?

I don’t have any specific advice to recommend.

Introduce your business and what you do there.

I’m a co-founder of a platform for physical product testing and research. We allow our clients to send products to people in their homes, solicit feedback, and then use that data to improve their products.

What challenge were you trying to address with Momentum Design Lab?

We had an initial MVP that we had built using a no-code solution that helped us learn a lot about the use case and the business and to validate the product concept. However, we needed to turn that into a fully-fleshed version of the platform, and we wanted to do it quickly. There was a lot of design work we needed to do in a short time, so we partnered with Momentum to help us with that.

What was the scope of their involvement?

First, we shared our data about the use case with Momentum. We also gave them documentation about the process we’re enabling, our customers, and our desired features. The team did a short research phase to understand the user, including some customer interviews. From there, they created the visual design with the mandate to deliver pixel-perfect designs for the UX using Figma. 

What is the team composition?

Throughout the process, we met seven teammates from Momentum, including the CEO and a sales representative. The design team consisted of five people: the head of UX design, a lead designer, two junior designers, and a delivery manager. 

How did you come to work with Momentum Design Lab?

We went through a research process where we used Google and Clutch to find some names. In total, we talked to around 7–8 agencies of various sizes. We had checklists and a rundown of our needs, and Momentum was the team that stood out to us as the most technically capable. They had a lot of experience working with startups and were the right size; big but not massive, and not so small that they didn’t have all the skillsets we needed. 

Additionally, we were happy with their sales and scoping process and how much they considered our needs. We got down to two final vendors and asked for meetings with the designers to see what the chemistry would be like. While the other team denied this request, Momentum obliged, which was a pretty big indicator that they were thinking from our same perspective.

How much have you invested with them?

We spent around $230,000. 

What is the status of this engagement?

We worked together from February–May 2022.

What evidence can you share that demonstrates the impact of the engagement? 

The Momentum team was good. Our product has a lot of nuances because we’re taking an existing process and digitizing, modernizing, and applying technology to it to make it more efficient. Therefore, the process was very complex, and it took a lot to get Momentum up to speed on the process during the research phase. However, once they got it, they understood and started to think from the users’ perspective.

Through the iterations we did, Momentum was able to come to really good designs. We did some user testing at the end of the process, validating that their designs were usable and considered the use case. 

How did Momentum Design Lab perform from a project management standpoint?

The project management was pretty good. Although we used Slack, most of our communication was synchronous because they preferred to talk things through. Although I understand that, it slowed us down in some cases because they didn’t always want to get quick feedback. 

Initially, they were hesitant to ask questions or contact us when they needed clarification. They had originally booked five twice-weekly hour-long meetings, and we’d encourage them to send us a Slack message in between meetings. We never got that out of them, so we switched to a half-hour check-in every day to answer any questions. Our project manager got them aligned, which really helped. However, I would have expected our openness to be evident to them earlier in the process, considering their experience. 

What did you find most impressive about them?

I appreciate that Momentum did a really good job of understanding us and our customer’s needs. I’ve worked with agencies that push their own agenda or have their perspective of how things should be done. While there are certain cases where that’s useful, Momentum balanced their design expertise while not trying to push their agenda of how we should build the product. They really listened to us about our users’ perspectives and were able to espouse them quickly. 

Are there any areas they could improve?

Now that we’re implementing the designs, we’re noticing many inconsistencies in them from an engineering handoff perspective. The designs in Figma may look beautiful, but when we export them to Zeplin, there are lots of little mistakes and imperfections that we’ve had to fix. For example, there are areas where they defined spacing that’s 15 pixels instead of 16 when everything should be in multiples of eight. They’ve also used textiles that aren’t in our catalog, so we’ve had to update it, or they’ve used a color that isn’t linked to the style in Figma. These issues have been a bit annoying.

Since we worked with sprints, they were handling a different part of the UX each week, and in the background, they were developing the design language and architecture as they went. Therefore, the pages we finished in the last three sprints follow the same design architecture and properly use components. Meanwhile, we’re noticing random things in sprints two and three because Momentum hadn’t quite figured out the design language. I would have appreciated them going back and revalidating those initial designs to follow the more mature design sensibilities. These issues amount to their process and structure that can be improved.

Introduce your business and what you do there.

I’m an executive at a transpacific airline.

What challenge were you trying to address with Momentum Design Lab?

We needed help with our website’s design. We wanted to communicate our brand and vision as a company because we’re a new airline company.

What was the scope of their involvement?

Momentum Design Lab did web development for us. We provided them with our brand guidelines and a placeholder for our website, which they created starting from a placeholder that we already had. Regarding technologies, they used Figma for the platform development.

Overall, they gave us a new website design with a new booking flow.

What is the team composition?

We worked with around then members of their team, including Peter (Head of UX) and Jason (Designer).

How did you come to work with Momentum Design Lab?

We found them through Google and Clutch reviews.

How much money have you invested in this partnership?

We spent around $250,00 with them.

What is the status of this engagement?

We worked together from March–June 2022.

What evidence can you share that demonstrates the impact of the engagement?

They did a great job with the booking functionalities, the design, and the copy editing — it successfully communicates our message to our customers. We also received great feedback from our group of stakeholders, which Momentum Design Lab’s team took into account for the final product.

How did Momentum Design Lab perform from a project management standpoint?

Project management was great. We appreciate that they were very careful with our budget; they stayed within it and communicated when they thought there would be overages. They also kept us in the loop about how many hours they’d spend with the project and its current status. Regarding tools, we used Basecamp.

What did you find most impressive about them?

They delivered something elegant and new, which was exactly what we asked for; their team has great ideas to make things visually appealing and creative. Overall, they listened to what I asked them and took it to the next level.

Are there any areas they could improve?

From a logistical standpoint, they moved meetings constantly, which was challenging to schedule.

Introduce your business and what you do there.

I’m the CEO of an early-stage spin-up; we’re developing a product for retail sizing for e-commerce technology.

What challenge were you trying to address with Momentum Design Lab?

We needed to overcome a UX design challenge on the Android mobile app.

What was the scope of their involvement?

Momentum Design Lab did UX design and helped us develop our branding and its aesthetic. We started with a research and discovery session where they presented to us the design options, which was during the branding phase of the project. After that, we gave them feedback on their work, and they then presented the final choices, including the visual marks, the logo, colors, and the major brand-positioning components and style guides.

For the UX part of the project, they designed the interface for our Android app; we showed them our technology and what we needed to make it work. After that, they developed a prototype, which we reviewed and refined, and consequently, they did user testing to come up with the final product in Figma.

What is the team composition?

We worked with a project manager and a team of designers.

How did you come to work with Momentum Design Lab?

We found them through a Google search.

How much money have you invested in this partnership?

We spent $150,000 with them.

What is the status of this engagement?

 We worked together from May 2021–July 2022.

What evidence can you share that demonstrates the impact of the engagement?

We received positive feedback from our parent company about the branding and design efforts, including the quality of their deliverables and assets. Also, a UX expert reviewed the product and said it was great — the expert noted that many users would be able to use the app without any issues.

How did Momentum Design Lab perform from a project management standpoint?

Project management was great; they provided weekly reports on the schedule, the planned activities, the tasks they completed, and how many hours and dollars they spent on them.

What did you find most impressive about them?

They delivered exactly what we wanted them to, which is great. Their work was iterative, responsive, and attentive to our feedback and requests. Overall, working with them was a great experience.

Are there any areas they could improve?

I don’t think there’s anything they can improve on.

Introduce your business and what you do there.

I’m the CEO of a transportation management company in the drayage and intermodal space. 

What challenge were you trying to address with Momentum Design Lab?

We were trying to have a third-party analyze our mobile app’s UI/UX.

What was the scope of their involvement?

We initially contacted Momentum Design Lab. They made me fill out a form on their website and got back to me immediately. We then set up a series of meetings to understand what I was looking for. After that, they prepared our scope of work. 

Our app communicates to drivers when they’re going to drop off or pick up their next load. It’s built using React Native and is available on Android and iOS. Our goal is to have a seamless UX for both drivers and dispatchers, and Momentum Design Lab has defined personas and user stories for the two.

We’ve already finished the initial engagement, but we’re so happy with Momentum Design Lab’s performance that we’ve started new projects with them. 

What is the team composition?

I’ve worked with six people, including a UI/UX specialist, a translator, somebody that looks at workflows, and someone who develops user stories. 

How did you come to work with Momentum Design Lab?

A friend referred me to Momentum Design Lab. I reached out to them and had an awesome experience from start to finish. 

How much have you invested with them?

We’ve spent around $300,000. 

What is the status of this engagement?

We’ve been working together since April 2022, and our partnership is ongoing. 

What evidence can you share that demonstrates the impact of the engagement? 

Thanks to Momentum Design Lab, we haven’t experienced bugs or crashes with the app so far. 

How did Momentum Design Lab perform from a project management standpoint?

Momentum Design Lab always works under budget and submits within deadlines — that’s incredibly rare. They also publish weekly SWOT analyses about our deliverables and next steps. They’re very organized in recounting what has happened in the previous week and what will happen in the new week. 

Momentum Design Lab is very hands-on with how we move the project. They’ve even done a competitive analysis even though we haven’t asked them to. We collaborate through GitHub, Zoom, and Basecamp. 

What did you find most impressive about them?

Momentum Design Lab’s professionalism and ability to detail the scope of work are impressive. All of their teammates are highly trained and very knowledgeable. My seasoned team feels comfortable working with Momentum Design Lab.

Are there any areas they could improve?

I can’t think of anything — Momentum Design Lab just nailed everything really well. Working with them is one of the best experiences I’ve had with a vendor. 

Do you have any advice for potential customers?

If you don’t have a project manager, ask that they push your team forward. They’ve done an excellent job for us in that regard. 

Introduce your business and what you do there.

I’m the chief product officer for a cryptocurrency exchange company.

What challenge were you trying to address with Momentum Design Lab?

We were trying to build a new mobile application to address a new client base.

What was the scope of their involvement?

Momentum Design Lab provides UX/UI design and development services. We initially had a lot of research already prepared. We presented our research, but they challenged some of our assumptions, so they did some research on their side. Then, we matched them to determine who we’d target and develop a persona to define the perfect target for this segment.

The app will allow users to onboard our platform and invest in cryptocurrencies; it’ll be available for iOS and Android. They’ve used Sigma for development.

What is the team composition?

We work with their entire team.

How did you come to work with Momentum Design Lab?

We found them through a referral. A coworker had previously engaged them at another company, and they were super happy with them. We reached out to other companies but decided to go with Momentum Design Lab.

How much have you invested with them?

We’ve spent between $500,000–$1 million.

What is the status of this engagement?

We started working with them in October 2021, and our relationship is ongoing.

What evidence can you share that demonstrates the impact of the engagement?

We’ve measured their progress and success by running internal tests on whatever they’ve proposed; they don’t work in isolation. They pitch everything, and it’s up for mutual discussion. The team listens to our feedback, and we always look to our sessions to review what they design.

How did Momentum Design Lab perform from a project management standpoint?

We have a project dashboard to track the progress, resources, and money they’ve spent. We plan everything through Monday and communicate directly through phone calls or Zoom meetings. Also, we have weekly check-ins about 2–3 times a week to open questions, workshops, and more.

What did you find most impressive about them?

They’re experts in what they do.

Are there any areas they could improve?

No, I don’t have any negative feedback. Everybody is super happy with their work.

Do you have any advice for potential customers?

Listen to their proposals; don’t be too stuck on your processes.

Introduce your business and what you do there.

I’m the CEO of 1West Finance. We’re a marketplace serving small business owners and connecting them with lenders to provide them with capital. We’re a tech-enabled platform; many of our processes are automated so customers can serve themselves. They land on our website and apply for a loan. Then, our system will read their bank statements to predict cashflows and match them with the lenders who will give them the best rates.

What challenge were you trying to address with Momentum Design Lab?

We had a fantastic tech team, but they weren’t designers by nature. We needed more of a tech field to let our customers know that it’s not just a lead form; it’s more than that.

What was the scope of their involvement?

Before signing the contract, we did several calls with Momentum Design Lab and some deep dives. We did a competitor analysis to show them what we liked from other companies in the space. We also told them what we liked and didn't like about our current setup. It was a detailed process. Then, they put together a proposal that showed the future state of the website and what it would look like on paper. They brought it to life throughout the process and used Figma on the tech side.

What is the team composition?

They had a fantastic team. Jazmin (Director of Strategy & Client Services) was our main account manager and point of contact throughout the process. We also worked with an incredible artist and designer and Peter (Head of UX) as our project lead.

How did you come to work with Momentum Design Lab?

We talked to 5–6 different companies before going with them. Many other companies just put together a template proposal. Ultimately, we went with Momentum Design Lab because they took into account the things we told them and the look and feel we were trying to accomplish. Their proposal was much more customized and tailored to what we were trying to do.

How much have you invested with them?

We spent around $100,000.

What is the status of this engagement?

We started working with them in August 2021, and the project wrapped up in June 2022.

What evidence can you share that demonstrates the impact of the engagement?

They wrapped up their portion of the project, but the website isn’t fully live yet. We have to do some last-minute WordPress work. Nonetheless, they did a fantastic job and delivered everything they said they would. The vision we had two years ago is coming to life now. Also, we’ve rolled out some incremental pieces and are already seeing a spike in business and conversions.

How did Momentum Design Lab perform from a project management standpoint?

They’re great at project management. We had calls every week, sometimes even twice a week. They pushed our team and held people accountable to get the project done. I can’t remember a time when they failed to deliver something they promised.

What did you find most impressive about them?

They managed the project extraordinarily well. A lot of work went into it; they had to handle many different pieces, keep people on point, and ensure that nothing was pending or forgotten. Several people were involved in the project, and they held everybody accountable. They also made sure things moved on time and everyone did their part.

Are there any areas they could improve?

We opted not to take the content writing services, but in hindsight, I wish we’d taken them in hindsight. It’d be nice if they included the writing in the proposals.

Do you have any advice for potential customers?

Make sure you know what you want. You can’t go into a project like this if you're still trying to figure it out. If you keep changing the vision, it’ll cause a lot of duplicate work and extra costs. We pivoted a couple of times because many things can change in a year, but you have to be sure about your final outcome.

Introduce your business and what you do there.

I work for a fintech company that provides risk analytics optimization.

What challenge were you trying to address with Momentum Design Lab?

They help us develop the UIs for our products, designing over five screens to deliver a full customer flow through the application.

What was the scope of their involvement?

We were redesigning our whole user interface, as one of the biggest pieces of feedback from our clients was that our UI wasn’t easy to use. We went about selecting the initial screens and then reached out to Momentum to help us create wireframes. They went on to help us think about the full user workflow to ensure that the UI was as user-friendly as possible.

We provided them with some very basic wireframes that we’d actually started building with, but discarded when we realized they weren’t usable. Momentum then went back to the basics with us to determine what were the most important aspects to our clients. They built the design using Figma.

The solution itself is a web platform with two types of screens. The first is a dashboard and the other is an analytics screen. The latter allows users to run different scenarios to see what the results would be.

The only other part of the work is the construction of a component library of designs for us, which includes a large amount of documentation. It categorizes every different type of component that we use. This will allow us to use what they designed to create other screens.

What is the team composition?

We mainly worked with one resource — Sam (Senior Product Designer) — and we were incredibly impressed with him. He picked up on the complexities of our product very quickly.

When we started a second project with them, we also worked with a product manager and a third resource, who assisted Sam. Sam remained our main point of contact, however.

How did you come to work with Momentum Design Lab?

We were concerned that any vendor was going to require too much time to understand our product, so we made it clear early on that we didn’t want to do that. Therefore, we told them to raise any queries that they had immediately.

When we started the second project, Sam picked up everything seamlessly.

How much have you invested with them?

We’ve spent around $60,000.

What is the status of this engagement?

We worked together from October 2021–January 2022. We’ll definitely work with Momentum again in the future. We’re currently trying to catch up on screens that they’ve designed, and then we’ll move on to the next batch.

What evidence can you share that demonstrates the impact of the engagement? 

They helped us produce wireframes for all the screens and build a documentation library containing all our components. They also produced several interactive guides of how to navigate the screens.

Our internal developers are very pleased with the amount of detail in the wireframes, including the exact colors to use for every component.

They’ve also delivered a lot of value in terms of project management, allowing me to reference the exact component I need to copy. The documentation is very clear. Regarding the UX, we’ve had a lot of positive feedback in terms of the layout and flow of the application from users. They say it’s clear and simpler to use than our previous version was.

How did Momentum Design Lab perform from a project management standpoint?

We had quite a lot of stand ups with them and were always coordinating timelines. They would put more resources on the work toward the end of the timeline to meet deliverable dates if there was more work than they initially realized.

What did you find most impressive about them?

We used other companies previously, but they always spent too much time trying to understand our product and what we do, and then never fully understood either. Their wireframes would then reflect that lack of knowledge. Momentum and Sam’s knowledge impressed us, as he focused on what was important and implemented those things in the wireframes.

If there were any misunderstandings — even items that were outside the project Scope, we were able to quickly email about it. They were always very willing to help us.

Are there any areas they could improve?

I don’t have anything to say. Even our CEO was incredibly impressed with them as a team.

Do you have any advice for potential customers?

We did a lot of research that helped us learn what other types of projects they’d worked on. Additionally, try to be clear with what you’re trying to achieve upfront, as they will cater who works on your project based on that information.

Introduce your business and what you do there.

I’m a global product lead at an applied intelligence company.

What challenge were you trying to address with Momentum Design Lab?

We have a product group with multiple components. The group focuses on bringing customizable solutions to the marketplace around the use of data and AI to drive business value in the process of building out our solution. We were looking for an innovative frontend SaaS platform that was supported by a set of data models and an email pipeline.

While the design part was very important, we also wanted it to work with our data and technology on the backend.

What was the scope of their involvement?

We provided Momentum with some initial mockups from our internal design team that were fairly specific. We had the concept nailed down in these designs, but Momentum came up with something much flashier and more interesting.

They used Figma for the design; Sam (Senior Product Designer)

What is the team composition?

Other than Sam, we worked with around 20 people, though it could have been slightly more; it was a large team, including frontend designers and developers and backend specialists for tasks like data configuration.

How did you come to work with Momentum Design Lab?

They were already working with another group inside of our company. We evaluated a number of internal possibilities, as our company is very large. The data we work with is HR data, and because it’s not the sexiest topic, we really wanted to create a design with a combination of flair and usability, so we chose to go with an external partner.

How much have you invested with them?

The total cost is over $1 million so far.

What is the status of this engagement?

We’ve been working together since June 2021. They were incredible during the contracting phase. As a 300,000-employee company, it takes an awful long time to onboard a vendor. Momentum couldn’t have been more flexible in working with us.

What evidence can you share that demonstrates the impact of the engagement? 

They built us a usable product. They built a successful backend, and the frontend they built is still the basis of our product. There are no limitations to what they delivered. There were limitations from our side. We could have been better organized to use their services. They were constantly trying to help us forward and thinking with us, as well as in and out of the box. They were outstanding in everything they did to help us. The limitations they faced were due to our manner of organization.

I think they could have guided us a bit more in how we should have done things, and that’s because of our organization, not because they were doing enough. They did have the experience to do more, however. This isn’t a negative for them at all.

How did Momentum Design Lab perform from a project management standpoint?

They were clear and concise and worked through an agile model. We worked through Microsoft Teams and called us out when we were missing something. They had people available in the timeframe we needed and established clear deliverables. Every one of our specific deadlines along the way was met. They told us what they could or couldn’t do, and there wasn’t much that they couldn’t do.

What did you find most impressive about them?

Their people are highly capable, understandable, available, and relatable. Further, their design work is extraordinary, meaning they were thoughtful throughout the entire process. Even when we didn’t know what we were thinking of, they provided a huge number of styles, colors, and more.

Their innovation showed, and they worked in ways that people with less creative ideas could come up with very nice work.

Are there any areas they could improve?

Again, given their experience, they could have done a little bit more in terms of coaching us in how to be effective in their process. They absolutely did this, but I don’t believe we were able to hear it.

Do you have any advice for potential customers?

Make sure you’re clear on your requirements so that you can expend the right amount of time and effort at the right places in the project.

Introduce your business and what you do there.

I’m the managing director of operations and strategy for a company that has a platform for secondary private firm transactions. We have the technology and managed services that allow for the trading of private securities. 

What challenge were you trying to address with Momentum Design Lab?

We hired Momentum Design to create our latest website. Our goal was to create a new brand image for our company. Essentially, we needed a refresh since we recently spun out as a separate entity from our parent company. 

As a result, we needed to put our own spin on our brand; we needed to come up with content and imagery while doing a holistic overhaul of all the materials that we’d present to our audiences and clients. 

What was the scope of their involvement?

Initially, we pulled a number of web pages from our parent company’s website, giving Momentum Design an outline of what we wanted for our core pages. Much of the website was custom-developed by our team and their design team. Overall, most of the things that users would see on the website were new. 

Moreover, our marketing and sales teams previously wrote content and marketing materials for the website. Momentum Design redesigned them and came up with a new finish and feel. We used Figma in much of the design phase. 

The team also helped us create standalone sales materials and collateral that we could send out, such as annual reports and sales presentations. We worked with their resources to design new templates for any white papers, articles, and sales materials that we’d send to stakeholders.  

We wanted to ensure that our website was seen by the right eyes, so we also worked on SEO components. We also had an in-house digital marketing specialist who helped us figure out the best way we could be seen. Our team used Google Analytics to make sure we were tracking everything correctly. 

What is the team composition?

During the design phase, we worked with 3–4 people. For development, we worked with up to 10 people. We dealt with everyone from frontend developers to engineers and project managers that made sure everything was on track. Overall, Momentum assigned a whole team to help us accomplish our goal. 

How did you come to work with Momentum Design Lab?

We asked our parent company to come up with a list of their recommended designers and developers. Momentum Design was on that list. We did our due diligence and interviewed them. Then, they came back for round two. We finally decided that we were most comfortable with them — we were excited to work with their team, so we hired them. 

What is the status of this engagement?

This project lasted from August 2021–April 2022. 

What evidence can you share that demonstrates the impact of the engagement? 

Based on the initial reactions we received, everyone seemed to like the brand refresh that we did. Our marketing looked at it and gave positive feedback; our clients also gave good feedback. 

How did Momentum Design Lab perform from a project management standpoint?

Momentum Design was the most organized vendor that we’d worked with. They kept everything on track, and we could send last-minute things whenever we needed to get something done. The team also consolidated everything for us, and they ensured our meetings had actionable outcomes, which I loved because this meant our project was always moving forward. Overall, I appreciated the way they managed the project. 

In terms of tools, we used Basecamp for file sharing. We had large design files, so this tool was truly helpful. We also used Slack quite a bit for real-time feedback. Whenever we needed something done, we could message the Momentum Design team and they’d respond immediately. 

What did you find most impressive about them?

We were truly impressed by their design team. They were incredible at taking our feedback and turning it into a vision that was as close as possible to what we had in mind. In some instances, we had to draw some things, such as rudimentary sketches. They’d turn these drawings into something that looked amazing. 

Overall, they constantly went above and beyond in terms of design. We had around 100 revisions to the web copy — the team took all of that in stride and simply updated the copy so that our team could see it in the actual format, which was extremely helpful for our review process. 

Are there any areas they could improve?

No, there weren’t any. We had high expectations for our vendors, and Momentum Design exceeded them. 

Do you have any advice for potential customers?

Trust the process that Momentum Design will outline for you. This process has gotten us to where we are. The team will help you get as close as possible to the design you want. Once you’ve gotten into the details, they will go into every word, line, and image in the design.