Phase 1 is the most important phase in our opinion. Here is where the research, focus groups, market research, and user research is completed; this information will impact the result and image of the final product delivered significantly.
Phase 2 is often times the most enjoyable, as concepts and designs are being created endlessly (often times way more than 100 concepts are created) with the aim to find the right solution.
Phase 3 is all about the nose to the grindstone. The final concept has been selected, and we are hard at work to prototype until the final model is created.