01
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Business
Goals, constraints, priorities, stakeholders and what success needs to look like.
Phase 01 / Discover
Before we make, we learn.
Discover is where assumptions get tested, real needs surface, and the project finds a direction worth building.
What we uncover
Four things that shape the whole project.
The goal is not to collect information for the sake of it. It is to reduce uncertainty and create a shared view of what matters.
02
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Users
Who they are, what they need, what slows them down and what builds trust.
03
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Challenge
The real problem beneath the request — clarified, narrowed and made actionable.
04
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Outcome
A clear target for the experience, the product and the result we want to create.
How discovery works
Less guessing. More evidence.
Listen
We gather context directly from the people closest to the problem and the people affected by it.
Observe
We look at existing journeys, content, workflows and pain points instead of relying only on opinions.
Frame
We turn scattered information into a defined challenge, shared priorities and clear decision criteria.
Align
Before design begins, everyone should understand what we are solving, for whom, and why it matters.
Key questions
The questions that remove fog.
01What are we really trying to change?
02Who is this for — and what do they care about?
03What is broken, unclear or unnecessarily hard today?
04What would a meaningful result actually look like?
05What constraints can shape the solution?
06What should we learn before we commit to building?
Discovery outputs
Clear enough to move forward.
At the end of discovery, the project should feel sharper, not bigger.
Shared understanding
Everyone works from the same picture of the business, users and problem.
Defined scope
What is in, what is out and where the most valuable effort should go first.
Success criteria
Specific signals that help judge whether the project is doing what it should.
One phase. One purpose.
Discover before you design.
D