Research about users and the marketplace can inform design decisions, and investing in research early in the process can save time and money down the road.

This is where creativity and intelligence collide. To parse out granular executional options, we need to know where the challenges may lead and evaluate the inherent longevity of the opportunities we see.

A successful design phase is both highly collaborative (each participant must actively participate) and iterative (data is collected and analyzed iteratively to assess its validity).