The goal of discovery is to explore the vision for the product while collecting requirements, researching the current state of the market to identify competitors, and seeking inspiration to visualize the product. The first step gathers ideas from everyone involved in the project with the goal of gaining consensus.

We analyzed our observations from the Discover phase and synthesize them to define the critical issues and formulate the challenges to accomplishing the desired solution. This step defines the product and articulates the desired outcomes for the product.

The exploration and identification of potential solutions. The primary goal of ideation is to spark creativity, innovation, and approach to the challenges. This process allows our team to consider creative ways and novel ideas to address those challenges and outcomes.

Once the ideas begin to formulate, they need to be assessed to determine if they can reasonably be worked into the solution for the product. It is about turning ideas into tangible products through collaboration and iteration. This is the stage where the user experience comes to the surface.

As the user experience comes alive, in this step the solution can be shared to gain feedback and make refinements. The insights gained here may lead us back to reconsider the original problem formulation or to come up with new ideas or enhancements to address usability and other challenging issues. Here, we gain widespread acceptance to continue with the product design.

The final step converges all thinking into a cohesive drive to complete the product. Here, all requirements are defined, usability is known and accepted, and designs are fully laid out to realize the product outcomes and address the challenges formulated in the earlier steps.