More than simply collecting the data, this stage is also about properly storing and managing the data, so it can be leveraged by all creative teams when necessary.įive Whys and root cause analysis are some valuable techniques you can use to identify the root cause. When conducting research for the discovery phase, it is worth knowing that the information gathered can be vast and require extensive filtering to achieve actionable data.Ī common problem faced here is mismanaging the gathered data. The British Design Council further ascertained that most successful organizations placed their designers close to customers during this research stage, resulting in a better understanding of customers’ problems and needs.Ĭonducting focus groups and interviews are good ways to come face-to-face with customers and ask them questions about real-world problems they face concerning your products.Īnother methodology is mapping the customer journey, seeing how they interact with the problems, and gathering relevant information. This stage encourages employees’ out-of-the-box strategic and creative design thinking to reach unique solutions. Mind mapping is another effective technique that helps identify all the ideas surrounding the business problem. The primary goal behind this stage is to enable teams to understand all the facets of the problem and brainstorm potential solutions.

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