I tend to start with structure first. Once the foundations are clear (what the thing is, who it’s for, and what needs to be shown), the visual direction usually becomes much easier to shape in a way that feels natural.
From there, I like refining the details that make a website or interface feel more considered: spacing, rhythm, typography, transitions, hierarchy, and how everything flows from one section to the next. In most cases, I’m less interested in adding more and more visual noise, and more interested in making the right things feel right.
That usually leads to work that feels clean, restrained, and easy to move through. That’s also the kind of design I’m most drawn to personally.