Armed with user insights, we take a step back to reassess and reframe the problem. This crucial phase involves synthesising our research findings to identify the core issues and opportunities. By clearly defining the problem, we set a focused direction for our design efforts.

With a clear problem statement, we unleash our creativity to generate a wide range of potential solutions. Through collaborative brainstorming sessions and ideation techniques, we explore innovative approaches to address user needs. We then evaluate and prioritise these ideas based on their potential impact and feasibility.

In this iterative phase, we bring our ideas to life through prototyping, from quick sketches to high-fidelity mockups. We then conduct rigorous user testing to validate our designs, gathering feedback to refine and improve our solutions. This cycle of building, testing, and refining ensures we deliver a product that truly meets user needs and expectations.