Ideas
Everything starts on paper. Quick, ugly sketches let me try ten directions in the time it takes to build one in Figma, and nobody gets attached to them.
Wireframes
The ideas that survive become wireframes: grey boxes, real content, no colour. This is where the structure gets tested, before anyone starts debating shades of green.
Impact
Then it's design, testing and iterating until the thing actually works for the people using it. Impact is the part you measure, and the part that makes the sketching worth it.
[Add a photo of a real sketch page or a wireframe from one of your projects.]