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Identify usability issues with the current product. This may involve user testing or heuristic evaluation.

Turn vague ideas into tangible forms. The form the prototype takes depends on the context. The main thing is to create something we can show to others and test. Gain user insights for improvement.

Explore ideas, accelerate team discussion, and translate abstract value proposition into concrete design concept. Create something tangible we can show to users for validation.

Use UX tools such as personas and journey maps to visualise shared knowledge in the organisation and hypotheses behind it, to facilitate discussion. Those architecture could be then fed into AI models.

Conduct desk research, field research and user interviews in the field to have a deeper understanding in user's mental model, needs and context including environment.