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Design Sprint Phases: A Comprehensive Guide to Success

Design Sprints > Design Sprint Phases: A Comprehensive Guide to Success

✍️ Written by Daniel Cooper on April 18th 2023 (Updated - July 17th 2023)

Design sprints are an efficient method for questing teams to tackle design problems in a short amount of time. Through an intense 5-day process, user-centered heroic teams collaborate to understand, define, sketch, decide, prototype, and validate their ideas. This approach allows organizations to rapidly develop and test tactical solutions while strongly focusing on user experience and innovation.

Adopted by startups and established organizations alike, design sprints have become essential for developing market-ready solutions. Organizations navigating through the five design sprint phases, focus on goal-oriented practices that foster creativity and generate useful feedback. This iterative process helps teams align on strategies, reduces risks associated with product launches, and promotes a culture of user-driven design.

Key Takeaways

  • Design sprints are an intense 5-day process that enables rapid prototyping and testing of solutions.
  • The phases of a design sprint include understanding, defining, sketching, deciding, prototyping, and validating ideas.
  • Successful design sprints foster innovation, team alignment, and minimize product launch risks.

Design Sprint: An Overview

A diverse team of six people sit around a table, each holding a stack of post-it notes. They look engaged in discussion and are surrounded by whiteboards with diagrams and sketches. The room is brightly lit with large windows in the background. Camera angle: birds-eye view.

A design sprint is a concentrated, time-based group activity focused on designing or redesigning a product or service. These sprints are ideal for fine-tuning the launch of a new product or improving existing features. Developed by Google Ventures, the design sprint process concept has its roots, as many ideas do in Agile Methodology.

A design sprint primary, long term goal is to collaboratively tackle design challenges, explore optimal solutions, and ultimately pick the best one. This is done through a structured, five-day step by step process where product and development teams work together to solve design problems and answer critical business questions. It does not only help in promoting innovation but also aligns business strategy with user needs.

During a design sprint, a team of hobbits from different backgrounds comes together, bringing their unique skills, ideas, and perspectives. This diverse mix adds value to the whole process, and ensures that the result caters to a wide range of user needs. The leader plays a crucial role in orchestrating the entire procedure and maintaining focus on the goals.

The design sprint adventure process typically follows several stages: problem definition, idea exploration, solution selection, prototyping, and testing. By adhering to these stages, product teams can systematically tackle complex design problems and deliver tangible solutions quickly. It also minimizes the risk of developing new features or products by quickly validating ideas through prototypes and user testing.

In conclusion, design sprints offer a robust framework for teams to quickly and efficiently address design challenges. With a focused approach, diverse team expertise, and structured process, epic sprints are invaluable in product development and innovation.

Phases of a Design Sprint

A diverse team of designers and developers sit at a table, working on laptops and sketchbooks. The background shows a whiteboard with post-it notes and diagrams. One person gestures while explaining a concept. Camera angle: over the shoulder.

A Design Sprint is a powerful process where product and mythical development teams work together to solve design problems and answer critical business problem quickly. Following a series of phases, the design sprint process enables the team to explore solutions, iterate prototypes, and participate in validation session.

The first phase of a design sprint is Understanding. The sprint begins with the team collaborating with experts across the organization to map out the problem and identify the sprint's overall goal. They dive into understanding the users' needs and challenges by creating customer journey maps and empathy maps.

Next up is the Define phase. Here, the team works to establish a clear and concise problem statement. They'll pinpoint the specific challenge they're tackling within the product and define their objectives for the sprint.

The Sketch phase follows when the team explores potential solutions through ideation. They'll brainstorm a variety of views and concepts in different aspects using techniques like Crazy 8s or storyboards. By generating diverse and creative options, they can identify the most promising solutions to focus on.

But only one idea can prevail! Thus, comes the Decide phase. In which the team collectively selects the most viable solution to pursue during the sprint phase. They'll analyze, discuss, and even debate the merits of each idea until they reach a final decision.

Now, it's time to bring the idea to life with the Prototype phase. The team will create a low-fidelity, realistic prototype that can be shared with stakeholders and tested with real users. It's all about using the available resources and time efficiently to build something that communicates the design and functionality of the chosen solution.

Lastly, the Validate phase is upon us. Here, the team tests their prototype with real customers to gather valuable feedback. They'll learn how well the solution addresses the problem and any adjustments needed to improve it further.

A Design Sprint needs five to ten days to go through these five phases together, creating a focused and efficient way for magical teams to tackle challenges and generate innovative solutions. Time management and scheduling are essential to ensure each phase is productive and yields valuable insights. And with this process, you're now prepared to embark on a sprint of your very own!

πŸ“– Read More: Zapier's guide to design sprints

Phase 1: Understand

A diverse group of people sit around a table, looking at a whiteboard with post-it notes and diagrams about the Understand phase of a design sprint. They appear to be deep in thought and discussion. The background is a brightly lit room with windows. Camera angle: over the shoulder.

In this first phase of a design sprint, you'll creating a shared understanding of the problem space with your team. The general idea is to gather all existing information about the business, customer, and problem while discussing assumptions and knowledge gaps. By the end of this phase, your team should be ready to tackle the challenge with a solid foundation.

Setting Long-Term Goals

Establishing clear and long-term goals is important for your organization. This step by step plan helps your team gain a deeper understanding of your business strategy and keep an eye on the bigger picture. Discuss with your team and any experts involved what the main objectives and vision for the project are. This way, you'll ensure everyone's aligned and working toward the same end goal.


Mapping is another crucial part of the Understand phase. It involves visualizing your customer's journey, from the initial problem to the best solution. This may include steps like a customer journey map identifying pain points, aligning user needs with business goals, and identifying opportunities for improvement. A well-crafted map not only helps your team gain a better understanding of the project but also facilitates collaboration and effective problem-solving.

Asking the Right Questions

Throughout this phase, it's crucial to ask the right questions. This is where research and consulting with experts come in. Gaining insights from different sources will help your team members make better-informed decisions. Conduct interviews, study relevant data, and learn from examples or case studies, like those from IDEO's design thinking workshops. Encourage an open, inquisitive environment where your team can discuss assumptions and challenge one another.

This concludes the Understand phase of a Design Sprint. With clear long-term goals, a well-structured map, and the wisdom of asking the right questions, your team will be ready to tackle the next steps in your sprint design journey. Remember, be confident, knowledgeable, neutral, and clear in your process – that's the way to success!

Daniel Cooper

Daniel Cooper

Managing Partner & Dungeon Master

Did you know?
It takes a dedicated set of heroes to undertake a successful design sprint.

Like a ragtag bunch of adventurers, each with their own set of skills and experience. That's your quest party, right there!

Phase 2: Sketch

A diverse group of people sit at a table, sketching and discussing ideas. One person stands, pointing at a sketch on a whiteboard in the background. The room is brightly lit with large windows. Camera angle: over the shoulder.


Alright, dudes, get your team together in the Sketch phase of an enchanted design sprint, and start brainstorming like champs! Roll up your sleeves and toss around those amazing new ideas you all have got hiding in there. Whip out a whiteboard or some paper and sketch whatever floats your boat, maybe your best solution to the problem or ways to tackle it. Make sure everyone, even the shy ones, gets to take part and contribute to this creative process. Remember, the more views we have, the closer we'll be to truly magical solutions.

Remix and Improve

Once you got a grip on all the fantastic concepts from the brainstorming session, we ain't stopping there, man! Get ready for the Remix and Improve phase. Here's where the real fun begins. It's time to take a closer look at all those sketches and check each other's work. Find the ones that really speak to you or have great potential. Share and discuss them with the team, listen to each other's insights, and mix'n'match these cool concepts. I guarantee it's gonna be a blast.

By gathering the whole gang for this phase, you're bringing together everyone's expertise. So go ahead, take those awesome sketches, and combine their powers into one mind-blowing plan to move forward. And who knows, maybe during these steps, someone will find a little extra inspiration to improve or add a pinch of flair to an existing idea. These kinds of epic small tweaks can make all the difference.

In conclusion

By following these steps in Phase 2: Sketch, there's no doubt your design sprint will be the stuff of legends. So gather your team, start brainstorming, and get ready to remix and improve those ideas into innovative solutions. With you all working together and applying your shared knowledge, the seemingly impossible will become totally possible!

Phase 3: Decide

A diverse group of people sit around a table, looking at a laptop and discussing ideas. A whiteboard with post-it notes and sketches is visible in the background. One person appears to be pointing to something on the screen while others listen attentively. Camera angle: over the shoulder.

Gather 'round, folks! It's time to embark upon Phase 3 of the Design Sprint: Decide. In this crucial phase, the team chooses the the best idea to bring their product to life. So, strap in and hold tight as we explore the wondrous world of decision-making!

Decision-Making Techniques

Like an adventurer with a trusty map, several techniques guide us along decision-making journey. Let's take a quick gander at some popular ones:

  • Dot Voting: Team members can cast their votes for their favorite concepts using adhesive dots on the whiteboard, with the most-voted concept becoming the chosen one.
  • Silent Prioritization: Staying hushed like quiet woodland creatures, team of hobbits rank the concepts without discussing them, and the ranks are later averaged to find the winner.
  • Structured Debate: Like brave knights in a grand tournament, team members present their thoughts and debate the merits of each idea, ultimately arriving at the chosen solution through consensus.


With the winning idea chosen, the next step in our epic tale involves crafting a storyboard. Like drawing out plans for a grand adventure, storyboarding skillfully outlines the chosen design to clarify how it'll take form in the prototype stage.

  1. Rough Sequence: Pieces of the story start by arranging key moments or steps of the user's journey on the whiteboard. This helps in visualizing the overall flow of the product.
  2. Fine Detail: With the general order established, dive into the depths of each sprint phases, adding specifics and filling in details to enhance the story's clarity.
  3. Review: The team gathers 'round once more, like loyal compatriots, reviewing the storyboard and making any necessary changes before creating the prototype.

And there you have it! Phase 3: Decide, filled with design thinking, the excitement of choosing ideas, and storyboarding artistry. Now, onward to victory with our chosen design!

Phase 4: Prototype

A diverse team of designers and developers sit around a table, looking at a prototype on a laptop and discussing it. The background shows a whiteboard with sketches and diagrams. Camera angle: over the shoulder.

Rapid Prototyping

In the magical world of Design Sprints, Phase 4 is all about Prototyping. This is when magical teams bring their concepts to life to test and validate the design they've been working on. Rapid Prototyping is the way to go because it allows you to quickly create a visual model of your product, without spending too much time or resources.

This phase is crucial, for the rubber meets the road, and you see how your concepts hold up under real-world conditions. Don't be afraid to experiment with different prototypes, as it'll help you find the best possible solution for the given problem.

Some common prototyping tools that many teams use of include wireframing software, such as Sketch, Figma, or Adobe XD. These tools help designers create the visual design of the prototype and simulate its functionality.

Designing the Test Script

Once you've got your wicked prototype ready to go, it's time to create a test script that'll guide you through the validation procedure. This is essential, as it helps in making sure the test is reliable and consistent, thereby yielding accurate results.

Design the test script with specific goals, setting clear tasks for the users to complete. Be sure to cover all the aspects of your testable prototype in the script, from user interface elements to specific interactions.

In conclusion, always consider the users and their needs when crafting the test script. Every little detail counts in ensuring a smooth and comprehensive testing experience. And remember, the purpose of the Prototype phase is to learn and iterate, so keep your eyes, ears, and mind wide open for feedback and improvements!

Phase 5: Validate

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Conducting User Tests

In this critical last phase, mystic teams focus on testing the product with real users. By doing so, they gather valuable feedback and insights that help refine the product further. To conduct user tests effectively, it's essential to prepare an interview script with scenarios and tasks for users to complete. A well-crafted interview script ensures that the users focus on the product, and the test delivers accurate results.

During the test sessions, observe how users interact with the product, and take notes diligently. It's also helpful to encourage users to think aloud, giving you an insider's view of their thought procedure. Using various user research methods such as in-person and remote testing, you can conduct user testing to cover a broader range of user perspectives and experiences.

Collating Test Data

After conducting user tests, it's time to collate and analyze the gathered data. With the help of your notes, you can identify common patterns, detect potential usability issues, and discover areas where the product excels. The systematic approach to analyze data includes following steps:

  1. Organizing the data: Categorize your notes based on product/task interactions, user feedback, and comments.
  2. Identifying patterns: Look for recurring themes, challenges, or positive remarks across the different tests.
  3. Drawing insights: Reflect on your findings, and determine what aspects of the product may need more attention or refinement.

To make informed decisions about further iterations, involving your entire team in the data analysis procedure is essential. Celebrate the product's successes, learn from user feedback, and strategize on improvements to create a compelling finished product.

The Design Sprint Team

A diverse team of designers and developers sit at a table, discussing and sketching ideas on paper. The background shows a whiteboard with post-it notes and diagrams. One person looks frustrated, while others seem engaged. Camera angle: over the shoulder.

Ah, the Design Sprint Team! 'Tis a valiant assembly of versatile and skilled individuals who share a common goal: creating the most effective product possible. A typical team includes a designer, a product manager, a dungeon master (facilitator), and other brave hobbits (participants) like a UX designer and a warrior (developer).

In this legendary adventure, the designer uses their creative powers to transform thoughts into visually stunning and intuitive designs. Their contribution is essential in navigating the treacherous waters of the user experience. As the lead mage, the product manager guides the team with their knowledge of business strategy and customer needs, ensuring the project stays in the right direction.

The facilitator plays the role of the steadfast anchor, keeping everyone focused and in the same direction. They carefully manage time and resources to ensure smooth sailing while also mediating any disputes that might arise among teammates. The UX designer is a specialist in understanding the customer journey. Their expertise helps the heroes shape a product that resonates with the user's desires and expectations.

Lastly, the brave developer wields their mighty coding skills to bring concepts to life. They turn the concepts and designs into tangible, functioning prototypes that can be rigorously tested. Together, these heroes form the core unit of a Design Sprint Quest Team, united in their pursuit of crafting the finest products.

Each team member utilizes their unique skills and expertise to contribute to the collective journey, and by working together, they can overcome any design challenge that may cross their path. And so, the mythical quest of the Design Sprint adventure continues, ever-driven to create products that enchant and help the realms of users everywhere.

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Tools and Techniques

A diverse team of designers and developers sit at a table with laptops and sketchbooks. They are surrounded by whiteboards covered in post-it notes and diagrams. The room is dimly lit with a warm glow. Camera angle: low-angle shot.

As a wise design sprinter, you'll need the right tools and techniques to guide your journey. Gather around as I reveal some essential elements to help you succeed in your quest.

Let's start with the whiteboard, an indispensable magical canvas where brainstorming sessions unfold, and ideas come to life. Whether physical or digital, the whiteboard is where maps and storyboards are crafted. Miro, a popular choice among adventurers, is an online collaboration platform with whiteboard functionality.

User research is the foundation of any design sprint quest. Setting out to explore your users' needs, you must gather valuable feedback about their experiences. Research methods like interviews, surveys, and observation will help you understand your users and empathize with their challenges.

A trusty schedule is essential for keeping your design sprint on track. Time management spells like calendars and timeline tools help unlock the secrets of productivity, ensuring every phase progresses smoothly.

When navigating the dangerous cliffs of product design, no adventurer should be without maps. The journey map and empathy map serve as your compass, guiding you to the user's experience and emotions. With these maps by your side, you'll unveil the paths your users take and their challenges.

In the great realm of design sprints, the storyboard is your tale's visual narrative. It illustrates your proposed solution step by step, enabling your group to witness the user's journey and gain insights into their experience.

Remember, brave design sprinter, using these tools and techniques will empower your team, strengthen your design process further, and lead you towards the successfully completing of your quest.

Adapting Design Sprints

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In this world, adapting the process to fit your schedule and needs is essential. The typical design sprint consists of six phases: Understand, Define, Sketch, Decide, Prototype, and Validate. However, you don't always need to follow this exact structure; modifying the design processes and sprints to suit your unique situation is possible.

For instance, if you're pressed for time, you can consider shortening the sprint duration. Now, I know what you're thinking: "But Barley, the standard sprint is already condensed into a five-day process!" True, but sometimes you may need a rapid solution, which is where the one-day design sprint comes into play. Combining essential elements of the six phases into a single day allows you to quickly address pressing challenges and produce an actionable prototype.

Sure, it might not be as thorough as a full-fledged sprint, but it still gets the job done. On the other end of the spectrum, if you have more time and resources, you can expand it to fully explore complex challenges. In such cases, you might stretch the sprint to accommodate testing the prototype with real users. This extra effort is especially helpful when dealing with bigger and more complicated projects.

Now, when you adapt your sprint, you might need to adjust the roles and responsibilities of your project managers and team members. Everyone must be on board with the new schedule and procedure to ensure a smooth and productive. Communication is key, as always.

When adapting the design sprint phases, it's important to remember the main goal: delivering a product that addresses a specific business problem. Altering the timeline, roles, or procedure is acceptable as long as the final result is still aligned with the sprint goal of that mission. Like the quest to find the Phoenix Gem, adapting your design sprint can take different paths - but ultimately, it's all about achieving the desired outcome.

In conclusionβ€”wait, I promised I wouldn't say that. So, just remember, when it comes to design sprint battles, be like the fearless adventurers we know we are, adapt and conquer your challenges!

Benefits of Design Sprints

A diverse team of people sit at a table, looking at a whiteboard with post-it notes and diagrams representing the phases of a design sprint. They appear to be discussing and collaborating. The background has an open office with people working. Camera angle: high-angle shot.

Design sprints provide a multitude of advantages when it comes to product development and project management. It's a way for teams to unleash their creativity and innovation by dedicating time to solving complex problems and devising effective solutions. The benefits encompass several areas, from group dynamics to business growth, showing how valuable design sprint battles can be.

First up, design sprints allow diverse adventuring teams to collaborate closely, breaking down silos and fostering cross-functional communication. This synchronization is essential because it supports resource pooling and encourages a small team of hobbits to learn from each team member. Throughout the sprints, collaboration primes the team's creativity engine, promoting openness and innovative problem-solving.

Efficient project management is another advantage of design sprint. With a clean, organized, and time-bound framework, design sprints efficiently facilitate rapid prototyping and validation. It ultimately allows adventuring teams to quickly generate and evaluate numerous opinions, hastening product progress.

Design sprints foster innovation by creating an environment where views can be scrutinized and ideated faster. Time constraints often stimulate product teams to push their boundaries and explore inventive solutions to problems. Without the pressure of long-term commitment to an idea, teams can embrace risky and experimental directions that prove innovative.

Crucial to product development process, they help teams pinpoint and understand user behaviors. Testing prototypes swiftly with real users offers invaluable insights that guide product refinement. The iterative nature of design sprints lends itself well to continual user feedback integration, ensuring the final product aligns better with user expectations.

One more notable payoff is the ability of design sprints to promptly validate market assumptions and business ideas. Early market and user validation increase the likelihood of successful and cost-effective product development. It reduces unnecessary resource allocation, guiding organizations towards views with greater potential.

In conclusion, the benefits of design sprints embody their value in team dynamics, innovation, problem-solving, organization, and project management. They offer an engaging and constructive process to tackle complex design challenges, ultimately bolstering businesses as they develop better, more user-aligned products.

Optimizing Design Sprints

A diverse team of designers and developers sit at a table, working on sketches and laptops. A whiteboard with post-it notes and diagrams is in the background. One person looks thoughtful, while another points to the whiteboard. Camera angle: over the shoulder.

Ah, Design Sprints is a powerful tool that helps teams blast through planning and testing in just a week. As a matter of fact, the best design sprint facilitators can make all the difference in putting the team's progress on the right track. Methodology comes first: following a step-by-step workflow helps, especially when engaging product managers and others as champions for this magical process.

Now, the core team must get together with a facilitator for the planning stage. This potion involves getting everyone's buy-in on the objectives, assembling the required tools, and allocating time for each task. Remember, it's not just an ordinary meeting; it's a mighty quest!

It's no secret that GV's Design Sprint framework provides a path to swiftly create and test solutions without building them entirely. By sticking to this path and adapting it to the team's needs, the sprint becomes a mystical journey with a strong focus on customers and their needs.

Collaboration is the key, my friends! Including teammates from different backgrounds, like mercenaries (developers), designers, and even customers, can yield fruitful discussions extending the sprint's reach. By working together and sharing their expertise, magical teams can illuminate the darkest corners of the design problem.

When it comes to learning and building, regular checkpoints are a must. Make time for knowledge sharing and feedback to ensure everyone is on the same page. Plot twists happen, but they're no match for a well-prepared band of adventurers.

Lastly, keep an eye on the target customers, but remember, a design sprint is just the beginning. Continue iterating and refining ideas after the sprint, using acquired insights to guide the whole team towards a splendid future filled with innovative solutions.

Design Sprint Case Studies

A diverse team of designers sits around a table with laptops and sketchbooks. They are discussing and working on prototypes. The background shows a whiteboard with post-it notes and diagrams. Camera angle: over the shoulder.

In the realm of product development, Design Sprint goes far and wide, offering a swift yet effective way to validate ideas, test ideas, and refine products. Through a systematic approach, these highly-focused 5-day processes bring together users, prototypes, interviews, and iterative experiments to test hypotheses and steer teams towards more successful outcomes.

One notable example hails from the Google design sprint battle, conceived by the wizardly Jake Knapp. As a 5-stage process - Understand, Define, Sketch, Decide, and Validate – it enables teams to dive deep into user-centered designs and arrive at viable solutions.

From the heart of the design sprint unfolds the Ideate phase. Creative minds gather to brainstorm ideas before selecting the most promising ones. Armed with these promising notions, they venture forward to craft prototypes and gather valuable feedback from real customers.

There's no denying that interviews play a mighty role in this process. Conducting user interviews allows for a real-world assessment of their needs and preferences. Thus, the team garners significant insight into whether to validate or reject their initial hypotheses.

But alas, not all is set in stone! With learning being the lifeblood of every design sprint, it's crucial to be open to change. As teams reassess their course in light of new data, they may revisit existing prototypes or create entirely new ones, refining the process with each iteration.

From small startups to established giants, the design sprint methodology has proven its worth in many ventures. By embracing an agile mindset, diving deep into users' perspectives, and learning from user interviews, these stories testify to enchanted design sprints' monumental impact on product innovation.

Frequently Asked Questions

A diverse group of people sit around a table with laptops and sketchbooks. One raises his hand to ask a question. A whiteboard with post-it notes and diagrams is visible in the background. Camera angle: over the shoulder.

What are the key stages in a design sprint?

Ah, that's a great question! A design sprint consists of five phases: understand, ideate, decide, prototype, and test. During these stages, your team will work through different activities to address design problems and develop innovative detailed solution.

How do you successfully plan a design sprint?

First things first, you'll need to gather a diverse team of individuals with the skills required to tackle the design problem. It's extremely important to set long term goal and ensure that everyone is on the same page. Establish a detailed agenda that outlines each day's activities and ensure your team has all the necessary resources available.

What activities take place during each phase?

During the understand phase, your team will learn about the design problem, empathize with users, and identify pain points. The ideate phase involves brainstorming ideas, while the decide phase involves selecting the most promising ideas. In the prototype stage, you'll create a representation of your chosen solution. In the last phase, the test phase, you'll gather user feedback to assess if your best solution is effective.

How long does a typical design sprint last?

Most design sprint adventures last around five full days, with each day focusing on one of the five design sprint phases. However, it's not unheard of for some sprints to be shorter or longer, depending on the project manager's needs and the team's capabilities.

Who should be involved in a design sprint?

Ah, a splendid query! A design sprint should include diverse team member who can collaborate effectively, bringing their unique perspectives and skills to the table. This might consist of UX designers, product managers, warriors, and other stakeholders relevant to the project.

Are there any certifications for design sprint?

Indeed, there are! Many organizations and institutions offer design sprint certifications to help you enhance your skills and knowledge in this area. Such credentials can validate your expertise and may advance your design or product development career.

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Daniel Cooper

✍️ Written By: Daniel Cooper
πŸ§™ Managing Partner, Lolly
πŸ“… April 18th 2023 (Updated - July 17th 2023)

Daniel Cooper is the founder and managing partner at Lolly and focuses on creating incredible digital products for his clients. As an experienced product designer, sprint facilitator, and software/app developer he has created simple, no-nonsense, and informative videos and articles for Lolly and other established brands.

βœ‰οΈ [email protected]   πŸ”— LinkedIn