What should happen during the UNDERSTAND phase of a design sprint?

During the UNDERSTAND phase of a design sprint, the primary goal is to map out the problem and identify a focus area for the team's efforts. This phase is essential because it sets the foundation for the entire design sprint by ensuring that all team members have a shared understanding of the challenge they are trying to solve.

Mapping out the problem involves breaking down the issue into its core components, which helps the team visualize the scope and context of the problem. Identifying a focus area allows the team to concentrate their efforts on a specific aspect of the problem that they believe will yield the most impactful results. This process involves collaborating with stakeholders and utilizing tools such as affinity diagrams, journey maps, or problem statements to clarify objectives and align on priorities.

The other options do not align with the core purpose of the UNDERSTAND phase. Defining project budgets is more suited to project management rather than focusing on the definition of the problem. Gathering user demographics, although important for understanding the audience, dives deeper into research rather than initial problem framing. Running competitive analysis is valuable for market insights but typically comes later in the process, once the problem has been thoroughly defined.