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“Design and Discovery” is often described as the starting point in software development. But in our experience, design isn’t a stage; it’s a mindset, one that ripples through every role and decision across a project. From solutions analysis to user design, from development to QA, thoughtful design shapes how teams collaborate, communicate, and create.
In this blog, we’re sharing insights from four women who represent each of these critical roles in the software development process. At WITCON 2025, we explored how this mindset shows up across disciplines, and how designing together leads to clearer collaboration, stronger products, and better outcomes for users.
Before thoughtful design can create ripples, we must understand what stops them.
Bad design isn’t always obvious; it often hides behind well-intentioned processes or small decisions that create friction.
“Bad design isn’t about how something looks. It’s about how it feels to use, and how clearly teams understand what they’re building.”
We’ve seen this play out in familiar ways:
Recognizing these signals early keeps projects aligned and helps teams build with clarity and confidence.
Good design doesn’t just look clean; it feels effortless.
It’s intuitive, adaptable, and grounded in purpose.
“When design is intentional, it unites teams across roles. It transforms collaboration from a handoff into a partnership.”
At fivestar*, we’ve learned that strong design practices share a few consistent themes:
Good design builds trust, both within teams and with the users who depend on the tools we create.
Thoughtful design isn’t owned by one team; it’s a shared mindset that lives across every discipline.
Caronline, The Solutions Analysis: Designing for clarity
“Design starts with understanding, when we know why, everything else aligns.”
Antionette, The UX/UI Designer: Designing for experience
“Designing with empathy means every click has a purpose.”
Helena, The Software Developer: Designing for function
“Design thinking helps us build systems that work not just today, but tomorrow.”
Swapna, The Quality Assurance Maager: Designing for confidence
“We don’t just test software; we validate the experience.” -Swapna
Each role contributes to a larger ecosystem where creativity, logic, and empathy work together to deliver meaningful impact.
At the heart of our WITCON presentation was one message:
Design thrives in collaboration.
Our teams anchor their work around three guiding principles:
“Designing together means no one builds in isolation, it’s about co-creation, not handoff.”
When design becomes a mindset instead of a milestone, it changes everything.
Projects move faster. Teams communicate more clearly.
And users, the people at the center - feel seen, supported, and empowered.
At fivestar*, we’ve learned that:
By designing together, we build solutions that serve people, solve real problems, and strengthen the partnerships behind every project.
Explore the full slide deck and resources from the discussion to see how thoughtful design can ripple through your next project.
