During our Discovery phase, we really dig in! And this means we ask a ton of questions as part of the process of understanding our clients’ brands, their differentiators, their target audience and more. For example, we ask what KPIs will be used to measure the success of a website redesign project. We also ask a lot of “are we on the right track” and “are we missing anything” types of questions as we walk through our own research and analysis. This collaboration is vital to our understanding before moving on to the create phase.