This phase requires that we completely immerse ourselves in the organisation and its associated industry. We engage in both stakeholder and user interviews with the aim of defining the business’s core goals, looking for inspiration from both internal and external sources, to identify the company’s place within the market while at the same time identifying competitive advantages. No stone goes unturned as we strive to uncover all facts relating to a project, strategize ways to achieve goals and realise tangible ROI. Our aim is to explore the connections between team members, systems, and use-cases in an attempt to create a long-term vision and roadmap for building a better experience for all involved.