How to estimate the Product Design Effort

What we get asked quite often in the initial stages of working with new companies is, unsurprisingly, how long the product design process will take. Product people and co-founders seek a quick estimate to imagine how the whole timeline may look like. After conducting numerous estimation sessions across a wide range of industries and product types, we've identified some patterns and regularities that may help guide the estimation process.

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We’ve used these historical insights to come up with some average coefficients that give a general idea of how long each phase of the product design might take based on the time spent within the earlier phases. Let’s dive into how these estimates work and what you can expect during different phases of the design process.

1. Quick Discovery Phase

We usually start from Quick Discovery phase. This phase is about onboarding into the project’s context, analyzing the current state of the product, gathering initial requirements, and gaining insights from stakeholders and users (if available). We also may conduct a UI/UX audit during this phase, if the project foresees the existing product redesign.

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On average, this phase takes a minimum of three days for simple products, and up to two weeks for more complex projects. The time variation depends on the complexity of product, current phase of the product development, initial input from key stakeholders, and whether some early activities like customer journey mapping, user interviews, and information architecture exercises (e.g., card sorting and user flows mapping) are needed. This initial phase sets the stage for the wireframing work that follows straight away after.

2. Wireframing Phase

Once discovery is complete, we transition into the Wireframing Phase. On average, this phase takes around 34 days to complete for a high-fidelity wireframe of a web app. The duration may range starting from 18 days for a relatively simple app to more than 80 days for more complex, advanced applications with multiple user roles covered (which often requires additional effort) and a very extensive feature set.

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We do wireframing to outline the product’s structure before diving into the detailed, final design. This phase helps us to make sure that the basic layout, functionality, and flow are well defined before hopping into iterative design. For more detailed process stages highlights, check our Approach overview.

3. Iterative Design Phase

After the wireframes are done, the Iterative Design Phase begins. This is where we flesh out the final product design, including detailed screens, components, and interaction states. Based on our analysis, the time required for this phase is about 1.54 times the time spent on wireframing.

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For example, if wireframing took 20 days, then the iterative design process would take around 31 days (20*1.54=~31). It’s important to note that these estimates apply primarily to web apps. Designing for mobile apps tends to be a faster process due to fewer screen sizes and simpler interactions.

4. Responsive Design Phase

After the main iterative design phase is complete, we move on to the Responsive Design Phase. This one involves adapting the designs for different screen sizes, like tablets and mobile devices. Based on our experience, the time required for responsive design is about 0.63 times the time spent in the iterative design phase.

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For instance, if iterative design takes 31 days, then you can expect to spend roughly 31*0.63=19.5 days on responsive design. This covers the necessary components and screens for various breakpoints, ensuring the product works seamlessly across devices.

5. Where Do These Numbers Come From?

The numbers and coefficients mentioned above are the result of careful analysis of our past projects. We examined the time spent in each phase across multiple engagements, allowing us to identify consistent patterns and correlations. These estimates work well for projects where we are deeply involved, as we know our internal process, pace, and quality standards.

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While these calculations are a great starting point for early planning, they should be treated as general guidelines rather than rigid timelines. Each project has its unique challenges, which may cause deviations from these averages.

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Summary:

When estimating product design effort:

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• 3 days to 2 weeks for the Quick Discovery Phase.
• Expect the Wireframing Phase to take anywhere from 18 to 80 days (we know the fork is quite wide, but this is a reality), with an average of 34 days.
• Multiply wireframing time by 1.54 to estimate the Iterative Design Phase duration.
• Multiply iterative design time by 0.63 to estimate the Responsive Design Phase duration.

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By following these patterns and applying the corresponding coefficients, you can gain a clearer understanding of the time required for each phase of your product’s design.