Researching the problem and vertical. Understanding the customer’s needs, behaviors, and desires. Conducting stakeholder interviews, digesting documentation and analytics, competitive analysis

Unpack Everything.

Audit any existing content, brand assets, documents, data, and analytics. 

Talk. Listen. Observe.

Talk to users. Talk to competitors. Talk to users about competitors. Better yet, go see for yourself and make observations. There’s nothing more eye-opening than watching a real person struggle through an experience. Talk to people within the organization who have specific expertise. For example, the Customer Service department often has valuable insights about a problem. Find examples of competitors and non-competitors who solve a similar problem. Analyze how can we improve on the pros and avoid the cons.


  • Persona Development
  • Stakeholder/User interviews
  • Survey Results
  • Competitive Analysis
  • Behavioral Analysis
  • Gap Analysis
  • Review and audit existing assets: UX, Design, Code
  • Experience Maps
  • User Flows

Think Ahead: Align

Now is a good time to look around for inspiration. Get curious. Check in on who is doing the best work right now.