Purpose
This phase allows the team to understand the target market, the business environment, and consumers/users in order to develop strategies for solutions that gracefully bridge business goals and user needs.

Activities

• Define project intent and constraints
• Review business environment
• Research consumers/users
• Define user personas
• Identify user goals
• Evaluate current solution
• Synthesize and document findings
• Describe solution concept

Deliverables

• Business Environment Review
• Brand Assessment
• User Profiles
• Personas
• User Goals
• Design Brief

Results (Outputs)
The work in this phase produces achievable, measurable success criteria and clear guidelines to design the solution.