Discover Phase

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After defining the challenge, the team moves to the Discover Phase.  This step involves…

  • Listing assumptions about what people need and desire and the contexts that shape those needs and desires
  • Reviewing current strategies to meet those needs and desires
  • Developing hypotheses about new and better solutions
  • Select people to interview and observe—the types of people for whom the solution will be built
  • Assign research roles to team members
  • If helpful, the staff could ask individuals beyond the organization (e.g., customers, outside experts) to lead the interviews and research, using the Essatory platform.


Team records and shares their observations and interviews to help answer fundemental questions about their target customer

Innomation tools will guide the team through a sequence of steps, analysis tools and voting methods to...

  • Collaboratively identify a list of target markets and customer segments
  • Hone in on the most attractive market and customer segments 
  • Guidelines on how to conduct primary market research such as: interact and talk with potential customers
  • Organize and share research findings with the team
  • Select a beachhead market
  • Build an end user profile using archetypes and personas
  • Enables the team to frame the field data in story formats with rich multimedia content that is easily edited, analyzed, and shared; This encourages deep customer empathy by bringing the persona to life


Desired Outcomes:
Deep, empathic understanding of the needs, desires, and contexts of the people for whom the solution is being built.  This understanding helps the team to develop creative solutions


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Guided Innovation
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