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Based on the findings from the Context phase, a brief is developed indicating the need/job-to-be-done, the contextual elements, the acceptance factors that need to be considered.
Based on the inputs presented in the brief, designers and developers trigger an idea creation process using both lenses, the individual and the practice.
In this step, designers develop prototypes to be evaluated by potential users or audiences.
Change can only happen if people get onboard, including a user-oriented perspective in policy making, business development or product design is critical for success.