In the define phase, we accumulate the information gathered during the Empathize stage. We analyze the observations and synthesize them to define the core problems we have identified. These definitions are called problem statements. In this stage of the process, we conduct competitor audits and analyze the findings.

Now, we're ready to start brainstorming and generate ideas. The solid background of knowledge from the first two phases means we can start to “think outside the box”, look for alternative ways to view the problem and identify innovative solutions to the problem statement we’ve created.

This is an experimental phase. The aim is to identify the best possible solution for each problem found. Our UX design team create wireframes, low-fidelity prototypes and produce a scaled-down versions of the product (or specific features found within the product) to investigate the ideas we've generated.

Although this is the final phase, design thinking is iterative: We use the results to redefine one or more further problems. We can also return to previous stages to make further iterations, alterations and refinements – to find or rule out alternative solutions.