Once we all know what the target is, it's time to get creative. Through brainstorming and joint-design sessions, we'll figure out ways to reorganize the features and make them accessible.

We'll also think about the best ways to lay out your screens, and creative ways for the user to interact with your product.

Crazy ideas become shaped, rational ideas become sketched and the winners become formalized for iterative review and discussion. And eventually, one or two models for your new product will become apparent.