Design process Start by listening. I know, I know. I sound like a broken record. Your brand isn’t about what you think it is, it’s about what your customer - user, donor, subscriber - thinks it is. And the only way to learn what they think is to ask. And here's the thing: asking is the hardest part. Integrating what you learn makes everything else easier. “Start small. Even an informal study with 1 or 2 people is better than not doing any research. It won’t take as long as you think.” Article: Most Common Excuses for Not Doing User Research