This phase is for exploration and inspiration. The team members research trends and meet existing or potential new customers to learn about their needs as well as the frictions they experience in their business. This phase is for listening and emphatizing – not yet to provide solutions. External experts might need to get consulted or field research has to be done. At the end of phase two the team consolidates the results to gain a shared view on real customer needs and frictions. During their exposure to the customer’s world, they got filled up with inspirations and creative ideas.