The process

1

Discover

Discovery is understanding the problem and what’s needed; not just for the business, but the audience too. Plus the competition, stakeholder interests, technical limitations and more.

2

Define

Definition is designing the solution; taking insights from discovery into consideration and presenting the solution as a draft specification. This involves user stories, flows, UI design and more.

3

Deliver

Delivery is building, testing, measuring & iterating a product based on feedback, analytical data and more. It’s also about launching the product, maintaining it and monitoring performance.

Discover

Uncovering the problem space and exploring it from every angle to gather insights.

Speak to users, stakeholders and subject matter experts to understand their goals, needs and frustrations. Study interactional behaviours and review existing data to build a fuller picture.

This isn’t about jumping to solutions. It’s about asking the right questions, staying curious, and letting the evidence lead. Discovery sets the foundation. Done well, it gives us the clarity and confidence to design what truly matters.

A group of people participating in a collaborative workshop. A person is presenting ideas written on a whiteboard covered with colorful sticky notes. The workshop process involves discovering problems, prioritizing, inviting experts, sketching solutions, presenting ideas, voting, and challenging solutions.

Define

Translating insights into clear, purpose-driven product plans a.k.a specifications.

Features are built from design templates, journey maps, user stories and functional specifications.

Screens of a flight booking app showing aircraft search, route, seating, and confirmation screens

Deliver

Building, releasing and monitoring the performance of a product, with a focus on continuous improvement.

As the product is being built, it is tested through analytics and observation. Check for symptoms of negative experiences such as expressions of frustration, delayed decisions and distraction.

Delivery isn’t just a launch. It’s a loop. Use learnings to refine and iterate, making sure the product stays relevant and resilient over time.

Infographic showing United Kingdom website usage patterns, Irish device usage, and website page view data. Contains pie charts of device and gender demographics, and a bar chart of webpage popularity.