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Strategic Design Management Intergrative Studio Spring 2015 17 The InquiryDuring this phase extensive research is conducted on the industry company product and customers. It is important to dig deep and follow your curiocity. Though all of the research is expansive and gener- ative we still want to find out as much as possible about the company we are working with. This is the time for quantative surveys and qualitative interviews. The team ideation sessions throughout this phase are to provide a closer look at our case study. The inquiry is for going wide in terms of concepts and outcomes but still getting quantifiable data upon which we can build on throughout the process. Key visualization tools are used during this phase to bet- ter illustrate our findings. We utilize journey maps personas mind mapping and look at the competi- tieve landcapecpe with the use of the affinity matrix. The DiscoveryThe discovery stage is where brainstorming begins and where the new concept development takes place. It is here that new possibilities and alterna- tive business models come to light. Team members continue to reserve judgment in the brainstorming phase and push to encourage outlandish ideas. As ideas stream in its important to begin clustering or assembling innovative elements together in order to keep an open mind. This is the stage where no idea is a bad idea moto comes to life. The TestingThe testing stage is all about repitition. This is where the prototyping and fleshing out of ideas gets under- way. To truthfully test assumptions it is important to develop a series of rapid prototypes to understand if your ideas are viable in the real world. Whether in regards to service offerings usability or experience soliciting opinions from desired users on a tangible product can highlight the successes or failures of a concept. As the list of positive and negative feed- back grows it is important to reiterate and refine new concepts for yet another round of prototyping. Assess and EngageThis is the process of including the customer directly in the testing and the creation process. This is called Customer Co-creation and allows solutions to further develop through eyes of the customer. By opening yourself up to cusomers critique and evaluation you can faster find potential threats and successes within your prototype and result. DESIGN THINKING As the list of positive and negative feedback grows it is important to reiterate and refine new concepts