NoviceDesign variations are attempted, but lack in variety, or are otherwise lacking in quality to consider as a good option.
CompetentDesign variations show good variety in design direction, with at least two options that could have been viable.
ProficientMultiple variations have been tried in a wide variety of potentially strong directions, so that the emerging design feels like the strongest choice available. Reasons for choosing certain designs over others is connected to user needs and branding goals.
ExpertHigh acuity for choosing a design direction from multiple options is demonstrated. Multiple reference sources have been incorporated into the design variation process.