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Digital Designer

A Digital Designer essentially designs the visuals seen on screen, ensuring that each design decision (colours, fonts, image sizes, etc) provides a well-coordinated visual experience. 

Depending on the organisational structure a Digital Designer might work alongside UX Designers, UI Designers, Creative Directors, Art Directors, Graphic Designers and Front End Developers. 

Digital Designers are involved in designing visual assets for websites, online banners, eDMs, social media platforms as well as software interfaces.

Whereas a graphic designer works with print and they consider things like print quality, paper size and weight, finish, etc., a digital designer would need to consider screen resolutions, what devices our work would be displayed on, what platforms (iOS, Android, etc), if the product needs to be responsive, files sizes etc. The scope of the work can vary, in some cases they are involved from an early stage right up to delivery to developers or clients.

They conduct research on the users they are targeting, their priorities and habits, on competitor products, common interface patterns that would work with objectives. What functionality the product has, and what journey users might take to accomplish the tasks they’ll need. They might start on a homepage, then go on to some booking page, then to a payment page, etc. The behind-the-scenes structures are worked out here, including perhaps an overview of the structure of the product and how they interlink with each other.

They manage wireframes which are essentially blueprints for digital products, such as sketches on paper to work out rough layouts for pages and screens, and can be done digitally also. These help map out what elements appear on what page, how they interact with each other.

Depending on the project, they may design screens that would appear in an app, or a web page, or create a mock-up. This is where Photoshop, Illustrator, or Sketch might come into play. Larger-scale projects benefit from prototypes, which can simply be different flat screens linked together with hotspots so clients can simulate using the actual app, to gather more data about how users are interacting with products/services.