Though Design Thinking is an iterative process, we do always take starting point in the Understand and Observe phases. We started by clearly defining Pilgrim as a brand and the market they operate in.
We made a SWOT analysis of the company.
We conducted qualitative interviews with women in the target group millennials as well as a quantitative survey, upon which we made an empathy map of the customer we wanted to target. From this empathy map we then developed a persona to design for.
From this empathy map we developed a persona to design for, which you can read more about in the Design section, linked below.