What Does The Design Discovery Process Look Like? A Step-By-Step Guide

You’re racing to meet a deadline for a new product. Your team is under pressure. Everyone’s stressed and fighting to know what to do next. You start to look for answers, only to discover that you’re missing a crucial aspect of the product design process. In this example, the design discovery process. It’s a scenario that no one wants to find themselves in, but it happens far too often in product design. Teams rush to build their products without pausing to fully understand who they’re designing for and their unique problems. 

This article will help you avoid this situation by breaking down the design discovery process and illustrating its value within the broader product design process. NUMI’s product design solution can help you quickly learn about the design discovery process and its role in creating successful products. 

What is the Design Discovery Phase?

The design discovery phase is the initial and most essential step in the product design process. It is where teams investigate the broader context of the project to understand the problem space before developing solutions. 

This phase uncovers insights into user needs, market dynamics, and business goals that form the foundation for designing impactful, user-centered products. Think of it as the groundwork for ensuring you are correctly solving the right problem.

At its core, the discovery phase is a research-driven exploration aimed at answering key questions like:

• What problem are we solving?
• Who are we solving it for?
• Why is this problem worth solving?
  

Unlike later stages of the design process that focus on creating or testing solutions, the discovery phase is about asking questions, gathering data, and clearly defining the challenge. By the end of this phase, teams should have a well-articulated problem statement and a clear direction for moving forward.

The Two Key Spaces in the Design Discovery Phase

The discovery phase is often structured around two distinct yet interconnected spaces: the problem space and the solution space. These spaces align with the Double Diamond Framework, which emphasizes divergent and convergent thinking. 

1. The Problem Space: Defining the Challenge 

The problem space is all about understanding and defining the issue at hand. This is the first "diamond" in the framework, where teams expand their thinking to gather as much information as possible about the problem. The goal here is not to propose solutions but to develop a deep understanding of:

• The users and their pain points.
• The context in which the problem exists.
• The reasons why the problem persists.

Activities in the problem space include:

• User Research: Conducting interviews, surveys, or field studies to understand users:some text
  • Behaviors
  • Needs
  • Frustrations

For example, if designing a food delivery app, research might reveal that users need help with clearer delivery times, not the menu selection process.

• Market Analysis: Identifying trends and competitor strategies to see how others address similar problems.
• Problem Definition: Synthesizing insights into a clear, actionable problem statement. For instance, “Users find it difficult to track their delivery progress due to a lack of real-time updates.”
  

This phase ensures you solve a real, validated problem, not just addressing assumptions or surface-level issues.

2. The Solution Space: Creating and Testing Solutions 

Once the problem is well-defined, the discovery process transitions into the solution space. This is the second "diamond" in the framework, where the focus shifts to ideating, prototyping, and testing potential solutions. Even in the solution space, the discovery mindset continues, and solutions are tested and refined based on ongoing learning.

Key activities in the Solution Space include:

• Ideation Workshops: These workshops involve brainstorming ideas to address the defined problem. For example, if users need help with unclear delivery times, possible solutions could include a progress bar, real-time GPS tracking, or automated updates. 
• Prototyping: Developing low-fidelity versions of potential solutions to gather early feedback. 
• User Testing: Observing how users interact with the prototypes to ensure the solution addresses the problem effectively.
  

The solution space is iterative; teams often revisit the problem space to refine their understanding as new insights emerge. 

Why Distinguishing Between These Spaces Matters

The problem space and solution space are deeply interconnected, but each has a distinct focus:

• The problem space is about understanding the "what" and "why."
• The solution space is about exploring the "how."
  

One of the most common pitfalls in design is jumping into the solution space too early before fully understanding the problem. For example, a team might rush to add more features to a product, assuming it will improve user satisfaction, only to find out later that the real issue was poor navigation. By spending adequate time in the problem space, teams set themselves up for success in the solution space. They can create solutions that are not only innovative but also directly aligned with user needs and business goals.

The design discovery phase, with its two distinct yet interconnected spaces, is the foundation of successful product design. The problem space ensures that teams understand the challenges and their context deeply, while the solution space allows for creating and refining solutions that truly address these challenges. Together, these phases provide a structured approach to creating products that are not only functional but also meaningful and impactful. 

What Makes a Good Discovery Process?

A good Discovery Process enables an agency to name specifics about their client’s profiles and expectations like the back of their hands. It enables the team to make informed decisions with a deep understanding of the client’s potential gathered from Discovery and its subsequent research.

A good Discovery Process ensures that all participating team members get the information they need to execute their creative processes effectively, from writing brand values to designing a style guide and developing a website. At the same time, the client is assured of the proficiency of the agency that they hired. The agency should be able to anticipate and annotate when and what type of follow-up may need to occur for Discovery's duration. 

Tailored Research Strategies for Effective Brand Positioning

The research, or the actions taken in response to the information gathered from the initial Brand Audit and the start of the Discovery Process, is both broad and narrow. It is broad in understanding the landscape within which the client’s work exists. The agency needs to understand the client’s market and standing amongst its peers.

The research appears narrow because it is tailored and helps determine the client and its stakeholders’ profiles. The client’s interpretation informs these ideas of themselves and their actual market footprint to comprehend better how the agency’s deliverables might impact these dynamics. If the client is new to their field, similar research is required to understand:

• How
• Where
• When

A client should enter the market. This means that agencies must be able to interpret market data, to some extent, and make calculated decisions on behalf of the client.

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Why it's Essential to Start the Design Process With Discovery

The Product Design Process can often feel chaotic and complex. However, starting with discovery can help bring clarity to the chaos. Before creating product designs, you must understand:

• The project's goals
• Target audience
• Existing design constraints 

Discovery helps you gather the information necessary to make informed design decisions and reduce the likelihood of costly mistakes down the road.   

Saves Time and Money

The project discovery phase may seem time-consuming and resource-intensive. It is very effective in determining the project's:

• Timeline
• Budget
• Final product requirements
• Specifications

It helps reduce the development cost by allowing us to identify what features must be in the first MVP and what can be added to future iterations.   

Builds Trust

The discovery phase occurs early in the project, so it’s pivotal for building trust and setting the stage for good communication throughout the project.  

Clarifies Goals and Objectives

Your clients come to you because they need your help achieving a certain goal. However, it’s not always intuitive what that goal is or how you can help them achieve it. Clarifying your clients' goals and objectives upfront ensures the project will move the needle forward in your client's business.  

Develops a Roadmap

Once you’ve determined your project's objectives, you need an action plan. Visually laying out all the deliverables and deadlines in an organized timeline helps everyone track what’s happening and when.  

Sets Boundaries

This is your last opportunity if you haven’t already established boundaries with your client. Don’t wait until your client texts you at midnight on a Saturday to tell them that you don’t work weekends and that all written communication should be sent via email. (We’ve all been there!) 

Understanding the benefits of project discovery also helps you sell your services to clients in the first place. Clients want to work with creatives who are in their corner, not just working for the money and portfolio piece. A great way to gain the trust of prospective clients is to tell them about your process, especially the discovery phase.  

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What Does The Design Discovery Process Look Like?

1. Initial Kickoff Meeting - The Importance of Getting Everyone on the Same Page

The discovery process starts with a kickoff meeting, a foundational session to establish clarity and rapport between the design team and the client. Whether it’s a one-on-one meeting or involves multiple stakeholders from a larger organization, this step is crucial for aligning goals and expectations.

This meeting isn’t just about gathering information; it’s an opportunity to connect with the client, understand their vision, and build trust. Whether in person or via video call, a live conversation is far more engaging and productive than relying on questionnaires. For instance: 

• Clients often provide deeper insights when they feel heard. 
• Follow-up questions during live discussions can uncover underlying motivations and challenges that written forms may miss.
  

Come prepared with thoughtful questions about the client’s goals, target audience, and unique challenges. Let the client do most of the talking while you listen actively and probe deeper when necessary. This approach ensures the conversation is focused and valuable for both parties.

For example, you might ask: “What do you feel is the biggest obstacle preventing your business from achieving X?” This question can guide the discussion toward critical insights that will inform your research. 

2. Conducting Thorough Research - Forming a Foundation for Design

Armed with insights from the kickoff meeting, the next step is to conduct research. This involves exploring the client’s industry, competitors, and target audience to develop a comprehensive understanding of the context in which the design project will exist.

The depth of research depends on the project’s scale, but at a minimum, it should include: 

• Competitive Analysis: Study competitors to identify gaps or opportunities for differentiation. 
• Market Trends: Understand the broader trends shaping the industry. 
• User Insights: Conduct interviews or surveys to uncover the target audience's pain points, needs, and preferences.
  

If your client is a fitness app aiming to attract first-time gym-goers, research might reveal that most competitors focus on advanced fitness enthusiasts. This insight could guide you toward designing a more beginner-friendly experience.

By understanding the client’s ecosystem, you can craft messaging and visuals that address real user problems and stand out in the market. 

3. Crafting the Project Brief - Creating a Roadmap for Success

Once the research is complete, it’s time to synthesize everything into a project brief. This concise document serves as a roadmap for the project, ensuring all stakeholders are aligned before moving forward.

What to include in a project brief: 

• Project Context: Why is this project important? What problems are we solving? 
• Goals and Objectives: Define what success looks like. For example, we are increasing website sign-ups by 20%. 
• Target Audience: Provide a detailed profile, including demographics and behavioral insights. 
• Value Proposition: How will the project set the client apart from competitors? 
• Deliverables and Timeline: Clarify what will be delivered and key milestones.
  

Including creative direction elements, such as a mood board or sample visuals, can provide clarity and inspiration. This brief ensures everyone knows their role and sets the stage for a smooth execution phase. 

4. Securing Client Approval - Getting the Green Light for the Project Brief

The final step in the discovery process is to obtain client approval for the project brief. This step ensures all parties are aligned and confident about the project’s direction before implementation.

Best practices for client approval:

• Present the brief in a live meeting for immediate feedback and discussion. 
• Encourage the client to review the document and ask questions thoroughly. 
• Be prepared for one or two rounds of revisions. It’s normal to refine the brief based on client input.
  

Securing formal approval (preferably in writing) ensures the project stays on course. If questions or disagreements arise later, the approved brief serves as a reference point. For example, if a client later suggests adding extra features not discussed during discovery, the brief can clarify the original scope of work. 

Wrapping Up the Discovery Phase

Once the project brief is approved, the discovery phase concludes, and the team transitions into implementing the creative and technical execution of the project. By following this structured discovery process, you lay the groundwork for a user-centered, goal-driven design that resonates with your client and their audience.

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6 Pitfalls of The Design Discovery Process

1. Misaligned Vision: Different Teams, Different Goals

The discovery phase helps to establish a shared vision for the project. Without it, different team members and stakeholders can interpret the goals differently. 

During development, you may need clarification and repeated revisions. Your final product may still need to meet the initial vision.

2. Resource Drain: Wasting Time and Money

Jumping straight into development without a clear plan can lead to wasted resources. Teams might find themselves working on optional features or missing out on crucial aspects that should have been prioritized. 

The discovery phase helps create a development roadmap so everyone knows what to expect before work begins. Skipping this important phase risks deviating from the plan and wasting time and money.

3. Scope Creep: Endless Project Expansion

Projects can continuously expand without a defined scope from the outset, leading to delays and increased costs. The discovery phase helps set boundaries, ensuring the project remains focused and on track. When you skip this crucial step, you risk leaving your project open to endless changes and stakeholder revision requests, derailing development.

4. Technical Hurdles: Don’t Skip the Assessment

Diving into development without a technical assessment can lead to challenges. Whether it's:

• Integration issues
• Scalability concerns
• Tech stack mismatches

These hurdles can slow the development process and compromise the product's performance. The discovery phase helps identify potential technical issues so that you can address them early on.

5. User Experience Gaps: Missing the Target Audience

The discovery phase is crucial in understanding the end-users' needs and expectations. Skipping it can result in a product that, while functional, might not resonate with the target audience, leading to lower adoption rates and user satisfaction. Conducting user research during the discovery phase helps ensure that the product you deliver meets your users' goals.

6. Budget Surprises: Avoiding Cost Overruns

Budget estimations can be off without a clear understanding of the project's requirements and potential challenges. This can lead to unexpected costs, straining relationships with stakeholders and potentially compromising other aspects of the project to stay within budget.

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