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A series of team activities that they do before starting a new piece of work.

The purpose is to:

  • align the team and stakeholders around a clear goal
  • agree how the team will work
  • build relationships
  • establish a safe environment for the team to work in

During an inception the team creates a list of tasks which work with the product roadmap.


An in-depth understanding of why users behave in certain ways. The insight helps the team to make decisions on product or service development.

Iterative design and development

Improving design or development in short stages with regular feedback from users. The result depends on the team using evidence to meet user needs.


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