Identify the challenge and gather market insights

The design approach starts with a challenge you want to explore, such as:

• a new product opportunity (design)
• an issue with an existing product you want to address (redesign).

Once you identify the issue or opportunity, gather desktop market insights to help build out your understanding. It is important to remember this stage starts with exploration. Gather and consider different sources of information, both internal and external to your organisation before you move on to the next action, where you will engage with and learn about your target participants.

Questions to ask

1. What are the current product issues our sport wants to address (e.g. high product churn)?
2. What are the product opportunities our sport wants to explore (e.g. growth targets, transition opportunities)?
3. What are the key market trends within the sporting landscape?​
4. What can we learn from our market competitors offerings?​
5. What are our sports participation objectives?​
6. What are the gaps in our sports current product offerings to meet our objectives and market demand?

Use your own resources as input to this action, for example:

• Sport-specific trend data (participation rates, membership drop-out points)
• Recent competitor analysis (sport benchmarking data​)
• Strategic and participation plans (participation objectives​)
• Product suite mapping.

Use these Sport Australia resources as input to this action:

• Market trends
• Participation across life stages
• Inclusive Sport Toolkit: Diversity in Australia
• Participation planning
• Product opportunities

Methods to consider for this action

• Framing the design challenge means you have a clear problem and appropriate scope to use in design.
• Conduct desktop research to gather and analyse documents, research studies, evaluation reports, trend data and market/competitor analysis. Key insights from this research will set the scene as you move through to the next actions of user engagement and research.
• Mapping your current product suite against your participation objectives and life stages/markets will help identify gaps in your product suite.

Output of this action

The opportunity or issue you want to explore and the key market insights you have gathered

Design-Canvas.pdf