Design is all about solving problems. When a client comes to us we will ask questions to discover what the real root of the problem is.
You can't design a solution without fully understanding the problem.
Once we are satisfied we understand the problem we research everything surrounding the problem.
During this divergent thinking phase we try to abandon all preconceived ideas, cognitive bias and assumptions.
We completely submerge ourselves in the subject matter without focusing on any solutions.
Now's a good time to sleep on it. Stop thinking about it. Just let it all simmer away in the unconscious.
Next it's time to switch to convergent thinking. Throwing around ideas, writing post-it notes, sketching concepts. Analyzing all our research and focusing in on solutions.
Time to crystalize and solidify all these ideas into something specific.
The project specification focuses on the minimum level of features to solve the problem. Keep it simple.
Once the project spec has been agreed we can build out the project.
Client feedback, user testing and analytics tell us how well the solution is addressing the original problem.
This phase can identify other potential improvements and after a period of reflection the whole design process can cycle through again.