Understanding the product, team,
researching the problem space, framing the problem(s) to be solved, and gathering enough evidence and initial direction on what to do next. Discoveries do not involve testing hypotheses or solutions.
Understanding and sharing the same feelings that others feel. Through empathy, we can put ourselves in other people's shoes and connect with how they might be feeling about their problem, circumstance, or situation.
Accumulating information gathered during the Empathize stage. Analyzing those observations and synthesizing them to define the core problems we must focus on.
Thinking outside the box, Brainstorming, and Mindmapping. It’s not about coming up with the ‘right’ idea, it’s about generating the broadest range of possibilities.
Experimenting phase. The aim is to identify the best possible solution for each problem found. Sketching, Wireframing, Prototyping. From information architecture to UI.
Usability testing and user testing let us generate insights from our unique end-user, so we can spend time iterating on the things that matter.