Brainstorm around the product at the highest level (basically, the concept of the product). - Includes the problem being addressed, the proposed solution, and a general description of the market objective. - Key aspects and value propositions of the product: what it is, who will use it, and why they will use it.

- Competitive research: To understand industry standards and identify opportunities for the product within its particular niche. - User research (interviews): Good understanding of the users. Interviews provide qualitative data about the target audience, such as their needs, wants, fears, motivations, and behavior.

The aim of the analysis phase is to draw insights from data collected during the research phase, moving from “what” users want/think/need to “why” they want/think/need it. - User stories: To understand the product/service interactions from the user’s point of view. - Site map and information architecture: A sitemap is a visually organized model of all the components and information contained in a digital product. Represents the organization of the content of an application or site.

- Sketching: Is the easiest and fastest way to visualize ideas. - Wireframes: To visualize the basic structure of a future product, including the key elements and how they fit together. Acts as the backbone of the product - Prototypes: While wireframes are mostly about structure and visual hierarchy (the look), prototypes are about the actual interaction experience (the look and feel). A prototype is like a simulation of the final product. - Design specifications: Contain all of the visual design assets required for developers to turn prototypes into a working product.