How We Work
One clear process from your first audit to launch, support and continuous improvement
A disciplined process for websites, branding and AI automation.
Every 10turtle project starts with evidence, not assumptions.
We audit what exists. We understand what you are trying to achieve. We define the scope before production begins. We show you the work before it goes live. We test what we build. We protect what you have already earned. And after launch, we continue improving it.
Whether you are starting from zero or rebuilding something that has outgrown your business, the process stays clear.
TRUSTED BY TEAMS THAT SHIP
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Two starting points
DOOR-FROM-SCRATCH · 16:9 Door One
DOOR-REBUILD · 16:9 Door Two
Two starting points. One front door.
Every project begins in one of two places. You are building something new. Or you already have something that needs to work better. Both start with the same principle: understand the situation before recommending the solution.
DOOR-FROM-SCRATCH · 16:9Build from scratch
You may have no website, no established brand system, no automation, a temporary website, a new business, a new product or a new digital initiative. We start with discovery. We learn about your goals, your market, your customers, your competitors, your business model, your internal capabilities, your constraints and what success means to you. Then we build the right foundation.
- New website or ecommerce store
- New brand identity
- First AI system or workflow automation
DOOR-REBUILD · 16:9Rebuild what already exists
This is one of our specialties. You may already have a website, a brand, an ecommerce store, a CRM, an automation, a manual workflow or a digital product — but something is holding you back. We audit what exists before deciding what should happen next. Sometimes the answer is optimization, redesign, replatforming, rebuilding or re automation. The goal is to preserve what is valuable and fix what is holding you back.
- Website redesign & replatform
- Rebrand & refresh
- Re-automating a broken workflow
Same front door, either way. Understand the situation before recommending the solution.
The 10turtle process
PHASE-DISCOVERY · 4:3
PHASE-SCOPING · 16:9
PHASE-DESIGN-PROTOTYPE · 16:9
PHASE-BUILD · 16:9
PHASE-QA · 4:3
PHASE-LAUNCH · 4:3
PHASE-SUPPORT · 16:9
Seven phases. Real deliverables. One accountable team.
Our process has seven phases. Each phase ends with something tangible — a document, a strategy, a prototype, a working build, a QA report, a live system or an optimization plan. You should never have to ask “What exactly happened this month?” You should be able to see it.
Phase 01 Audit and Discovery: we earn the right to recommend anything
The first phase is about understanding reality. For an existing project, we audit what you already have. For a new project, discovery takes the place of an existing asset audit. For an existing website we can review technical health, search visibility, traffic, user experience, mobile experience, performance, content, accessibility, brand consistency, integrations and conversion paths. For an existing brand we can review positioning, visual identity, messaging, brand consistency, customer touchpoints, competitive positioning and existing brand assets. For an existing workflow we can review current process, manual steps, bottlenecks, systems, data, approvals, repetitive work, failure points, human checkpoints and automation opportunities. For a new project we explore goals, market, customers, competitors, business model, positioning, success criteria and constraints.
Rebuild Audit the existing asset first.
From scratch A discovery workshop replaces the audit.
PHASE-DISCOVERY · 4:3Phase 02 Strategy and Scoping: we agree on the plan before we touch the work
Good projects do not begin with “Let us start designing.” They begin with “What exactly are we building, why are we building it and how will we know whether it worked?” We translate the findings from phase one into a clear plan. For Web we define sitemap, information architecture, platform, features, integrations, content requirements, conversion paths, SEO requirements and migration requirements. For Branding we define positioning, messaging, brand personality, audience, creative direction, identity requirements and brand applications. For AI we define use cases, data requirements, systems involved, user interactions, human checkpoints, success threshold, risk considerations and integration requirements. The written scope makes change visible. If something new appears during the project, you can see what changed, why it changed, what additional work is required and what effect it has on timeline and investment. You decide. There are no silent scope changes.
Rebuild Includes the migration & redirect plan up front.
From scratch Defines the full architecture from zero.
PHASE-SCOPING · 16:9Phase 03 Design and Prototype: you see it before we build it
Nothing important should go into production unseen. For Web, we move from structure to wireframes to high fidelity design and clickable prototypes. For Branding, we explore distinct creative directions before developing the selected route into a complete identity system. For AI, we design the solution and, where appropriate, validate the core idea through a focused proof of concept before committing to the full production build. You see how the experience works before development begins.
Rebuild Carry forward what is worth keeping; redesign the rest.
From scratch Designs start clean.
PHASE-DESIGN-PROTOTYPE · 16:9Phase 04 Build and Engineer: specialists make it real
Once the direction is approved, the work moves into production. We build in visible increments rather than disappearing for months and returning with one large reveal. You can see progress, review real work and make informed decisions. Depending on the project, we can build with Shopify, Shopify Plus, WordPress, WooCommerce, Webflow, Wix, Squarespace or custom technology. Branding produces logo systems, brand assets, guidelines, templates, marketing materials, presentation systems and digital assets. AI can build and integrate AI agents, chatbots, workflow automation, knowledge systems, API integrations, intelligent document processing, AI creative systems and custom AI functionality. Where you already have working components, we identify what should be retained. If a new requirement appears during development, it is documented and evaluated. You see the tradeoff — time, investment, scope — then you decide.
Rebuild Preserve working integrations & content during the build.
From scratch Stand up the full stack.
PHASE-BUILD · 16:9Phase 05 QA, Accessibility and Security: nothing ships simply because it looks finished
Quality assurance is a dedicated phase. It is not something squeezed into the final afternoon before launch. We test the actual experience — forms, buttons, navigation, search, checkout, booking, integrations, user flows and interactive components — across relevant browsers, screen sizes, mobile devices and desktop environments. We review loading performance, Core Web Vitals, image delivery, code efficiency and responsive behavior. We build with recognized accessibility practices in mind and can review against relevant WCAG guidance. We review appropriate security considerations including authentication, access controls, forms, data handling, integrations, software updates and secure deployment. For ecommerce and AI systems, additional testing covers checkout, payments, accuracy, guardrails, edge cases, failure behavior and human escalation.
Both doors Same bar for rebuilds and new builds — a redesigned site is held to the identical standard as a fresh one.
PHASE-QA · 4:3Phase 06 Launch and Migration: we protect what you have already earned
Launch should be planned. Not improvised. For a new project, we deploy and verify the system. For a rebuild or replatform, migration becomes one of the most important phases. A new website is not successful if it destroys years of search visibility. We can plan URL inventory, redirect mapping, content migration, metadata migration, structured data, analytics, search tracking, staging, deployment and post launch monitoring. Every important old URL should have a deliberate destination. When a website has existing search equity, we identify important pages, rankings, valuable traffic, backlinked URLs, content, search intent and metadata. We watch the system through the stabilization period rather than treating launch day as the end.
Rebuild Migration with redirects and rankings protected first.
From scratch Clean deployment.
PHASE-LAUNCH · 4:3Phase 07 Support, Optimize and Re automate: launch is a milestone, not the finish line
Your website changes. Your customers change. Your competitors change. Your technology changes. Your business changes. The system therefore needs a way to improve. We continue with maintenance, updates, performance improvements, conversion optimization, content improvements, SEO, new features, automation improvements, AI monitoring, AI optimization and retraining where relevant. Phase seven connects back to phase one — audit, strategy, design, build, QA, launch, support and optimize, then audit again. That means today's launch can become tomorrow's improvement project.
The loop Today's launch is tomorrow's audit — when a part of your digital system becomes outdated, we already understand the system.
PHASE-SUPPORT · 16:9Notice phase 07 points back to phase 01. Today's launch is tomorrow's audit — when a part of your stack ages out, the same process simply loops, which is exactly where many of our redesign and re-automation projects begin.
Three crafts, one backbone
CRAFT-WEB · 4:5WebView →
CRAFT-BRAND · 4:5Branding and CreativeView →
CRAFT-AI · 4:5AI AutomationView →
One process across three disciplines
The seven phases stay the same. The work inside them changes depending on what you are building. You do not need three different vendors to build the three parts of your digital system. 10turtle operates three dedicated disciplines — each with its own specialists, and a shared operating process.
CRAFT-WEB · 4:5 CRAFT-BRAND · 4:5 CRAFT-AI · 4:5| Phase | Web build / redesign | Branding new / rebrand | AI Automation new / re-automate |
|---|---|---|---|
| Audit & Discovery | Website, SEO, UX and technical audit | Brand audit or discovery workshop | Workflow, data and use case assessment |
| Strategy & Scoping | Sitemap, information architecture and technical requirements | Positioning, messaging, personality and brand architecture | Use cases, architecture and measurable success threshold |
| Design & Prototype | Wireframes, interface design and interactive prototype | Creative directions and visual identity exploration | Solution design and focused proof of concept where appropriate |
| Build & Engineer | Platform development, integrations and functionality | Asset production, guidelines and brand applications | AI system development, integration and production preparation |
| QA & Accessibility | Browser, device, accessibility, performance and security review | Brand consistency across touchpoints | Accuracy, guardrails, edge cases, permissions and human escalation |
| Launch & Migration | Deployment, redirects and search preservation | Brand implementation across relevant channels | Production deployment and monitoring |
| Support & Optimize | Maintenance, conversion improvement and ongoing iteration | Brand governance and ongoing creative development | Monitoring, optimization, retraining where relevant and scaling |
Three specialist teams. One process. Web covers website, ecommerce, platforms, UX, development and maintenance. Branding and Creative covers brand identity, creative systems, presentations, packaging, social, print and visual production. AI Automation covers workflow automation, AI agents, AI integrations, intelligent systems and operational AI. That creates one accountable relationship without sacrificing specialist expertise.
The operating model
What it is actually like to work with us
A process is only useful if the operating model behind it works. So here is how the relationship works.
One accountable partner
You have one accountable relationship. You do not need to coordinate separate vendors for Web, Branding and AI. The relevant specialist teams work behind that relationship. Your project is handled by the appropriate Web, Branding or AI team. The specialist lead remains involved through the project rather than handing you from one person to another every few weeks.
Clear communication
You receive a named point of contact, shared project information, regular updates, review points, clear decisions and visible deliverables. You should never have to wonder what is happening. We review actual work — audit findings, sitemaps, strategy, wireframes, prototypes, brand directions, staging websites, AI proofs of concept, QA results and launch documentation.
How revisions work
Every project has defined review rounds. If feedback is within the agreed scope, it moves through the planned revision process. If something substantially new appears, it enters change control. We show the requested change, additional work, timeline impact and investment impact. You decide whether to proceed. This keeps small changes from quietly becoming large scope problems.
What happens when a deadline is at risk?
We would rather raise a risk early than explain a missed deadline later. Projects are built around milestones, dependencies, responsibilities, review dates, content deadlines, approval dates and technical dependencies. Client responsibilities matter too. If content or approvals are delayed, the timeline can change. The important part is that the dependency is visible.
What do you receive?
Every phase produces something tangible. Depending on the project, that may include an audit, opportunity map, discovery brief, strategy, sitemap, scope, timeline, prototype, brand assets, working website, AI system, QA report, migration documentation, launch report, maintenance plan or optimization roadmap. At the end, you receive the actual digital asset and the relevant source materials and documentation required to operate it.
Honest timelines
How long does the process take?
There is no responsible universal timeline. A simple marketing website and a large ecommerce platform are not the same project. The timeline depends on complexity, number of pages, number of stakeholders, content readiness, integrations, platform, migration scope, brand requirements, AI use case, data readiness and approval speed. These are planning ranges rather than promises. Your actual milestone plan is established during strategy and scoping.
Why we audit first: the visible problem may not be the actual problem. A slow website might have an architecture problem. A low conversion rate might be a positioning problem. The audit finds the real constraint before production begins.
In their words
What it's like to actually work with us
Platforms & partners
Shopify
WordPress
Webflow
Wix
Anthropic
The platforms we build on
Peer partnerships that strengthen the platforms we build on. We build on Anthropic’s models as a partner, not a dependency, never “under” or “through” anyone.
ShopifyWordPressWebflowWixAnthropicStandards we build to
Security & Compliance Standards
ISO 27001 Certified
SOC 2 Type 2
PCI DSS Compliance
GDPR Compliance
CCPA Compliance
ISO 27018 Certified“We follow the principles of GDPR, CCPA, and ISO standards certified to ensure security, privacy, and compliance across all operations.”
Process questions, answered
Frequently asked questions
Our process has seven phases: Audit and Discovery; Strategy and Scoping; Design and Prototype; Build and Engineer; QA, Accessibility and Security; Launch and Migration; and Support, Optimize and Re automate. The same backbone is used across Web, Branding and AI Automation.
Yes. New websites, new brands, new ecommerce systems and new AI or automation projects can begin from zero.
Yes. Rebuilding and improving existing systems is a major part of the process. We audit the current system before deciding whether it should be optimized, redesigned, replatformed or rebuilt.
Yes. Migration can include URL mapping, redirects, content migration, analytics, structured data and search preservation.
We identify important existing URLs, rankings, traffic and content, then create a migration and redirect plan before launch.
Yes. The strategy and scoping phase produces a written scope, milestones, deliverables and success metrics.
Changes are documented and assessed for their effect on time and investment before you decide whether to proceed.
Review rounds are defined during scoping according to the project. The exact number depends on the type and complexity of the work.
The appropriate dedicated specialist team works on the project. This can include Web, Branding or AI specialists depending on what you are building.
The current 10turtle process is structured around dedicated in house specialist teams rather than outsourcing the core delivery to unrelated vendors.
You have an accountable point of contact who coordinates the relevant specialist team.
Yes. The process is designed around visible deliverables and structured review points. For websites, this can include wireframes, high fidelity designs, prototypes and staging builds.
Yes. For relevant Web and UX projects, Figma can be used for wireframes, high fidelity design and clickable prototypes.
For relevant Web projects, yes. The working website can be reviewed before production launch.
Yes. Accessibility is part of the QA phase and can include review against relevant WCAG guidance depending on project requirements.
Yes. Performance and Core Web Vitals are part of the QA process for relevant Web projects.
We review appropriate security and data handling considerations based on the project architecture and systems involved. Projects with specific regulatory or security requirements are scoped accordingly.
Yes. For appropriate AI projects, a focused proof of concept can validate the use case and success threshold before a larger production build.
AI systems can require ongoing monitoring, optimization and retraining where relevant. The post launch phase provides a structured path for that work.
We can continue with maintenance, performance optimization, SEO, conversion improvement, content, new features and ongoing development.
We can determine that during the audit. If rebuilding or replacing is more sensible, the strategy and scope can reflect that.
Where they remain useful, yes. Rebuild projects specifically evaluate what should be retained and what should be replaced.
Yes. The process can be applied to projects for businesses in Dubai and across the UAE, as well as international projects.
Yes. These are the three core disciplines supported by dedicated specialist teams under one accountable relationship.
Start with a free audit. We review your current website, brand or workflow, or begin with discovery if you are starting from zero. You then receive a clear assessment and a practical path into the seven phase process at /free-audit/.
Your project deserves a process this clear
Two starting points. Seven phases. Three specialist disciplines. One accountable partner. Whether you are building from zero or rebuilding what already exists, the first step is the same: understand the situation. Then build the right thing.
Start With a Free AuditStart at phase 1
Your project deserves a process this clear
The goal is simple. You should know where you are, what needs to change, what we are building, what happens next, what you receive, how success will be measured, and what happens after launch. Whether you are building from zero or rebuilding what already exists, the first step is the same.