The discovery phase began with a customer survey sent to the entire user base. This initial step provided a broad understanding of customer behaviors and attitudes toward the service. To complement the survey, we organized focus groups, inviting participants through a newsletter campaign. Small, intimate groups of five customers engaged in semi-structured interviews in a relaxed lunch setting, creating a safe space for open and honest discussions. These conversations were recorded and carefully synthesized to extract key insights.

As patterns began to emerge, we brought the findings back to internal teams. Workshops with product and marketing teams explored the implications of the research, generating actionable ideas to address the challenges identified. The discussions led to the development of multiple concepts, ranging from easily implementable quick fixes to more ambitious, long-term strategies.