The Empathize design phase involves thorough, user-centered research to identify what your potential customers say, think, do, and feel. Our team forms a deep understanding of your target audience’s needs and problems, and outlines the best ways to empathize and engage with users through good product design.


The product design process at Lionwood includes the following components:

1. Competitor analysis

A competitive analysis is a fundamental step in the Empathize design phase, aimed at determining what your competitors offer to clients and how well they perform in terms of product design. Such an analysis gives a design team valuable information on how to develop an effective UX strategy for the future product. 🤔

The benefits of conducting a competitive analysis include:  

  • Discovering your competitors’ strengths and weaknesses, and using them for your benefit
  • Understanding the market and identifying your product’s unique value proposition
  • Determining what is working best for users and applying design best practices to your product prototype
  • Identifying potential product risks and finding workable solutions to prevent or eliminate them
  • Discovering the hottest market trends and innovations
2. User interview

User interviews give you the perfect opportunity to better understand your users needs, motivations, and pain points ’ through their feedback to find the best UX/UI design solutions. All this is needed to create a truly relevant and efficient product prototype for your target audience.

The key objectives of user interviews include:

  • Identifying users’ expectations
  • Getting insight into users’ frustrations and the problems they’ve encountered
  • Learning about clients’ most memorable UX/UI experiences
  • Generating ideas for product features, workflows, and journey maps 
  • Defining actionable ways to solve users’ problems
3. User personas

A user persona presents a set of characteristics of your perfect client. Lionwood designers create user personas based on extensive user research, diving into customers’ needs, requirements, preferences, habits, and other personal features such as demographics, behavior, interests, goals, and so on. Using in-depth analysis and user interviews, we try to get as much information about your target audience as possible. After collecting the necessary data, we create a template for the upcoming stages of software development. 

Why is defining user personas important for successful product design?

The user personas determine the general design direction in product strategy and provide the team with a thorough grasp of user behavior so they may approach software development from a user-centered perspective. Not only can it improve design efficiency and get you equipped with valuable data, but it also saves time and resources during the software development stages.

In addition, user personas help prevent common design pitfalls:

  • Self-referential design for yourself – This happens when designers make self-referential design decisions, failing to see it from anyone else’s perspective.
  • Design for every use case  – Designing for all users at once may lead to tons of unnecessary features, buttons, and hidden menu items.
4. Call with stakeholders

In order for your product design to effectively resolve the pain points of your user personas, it is important to connect not only with your potential users but also with your stakeholders. Our team creates a strategic plan to encourage stakeholders to support your project idea and help bring it to the market:

  • We gather necessary information before conducting a meeting with a stakeholder.
  • We define a productive agenda for your stakeholder meeting. 
  • We get all necessary feedback so the design team can better prepare for the call.
  • During the call, we evaluate stakeholders’ emotional reactions and constraints regarding future product development.
  • After the call, we pass the collected data to the design team.

Why choose us

  • The leading web development service company
  • 89 successfully launched startups
  • 4.9/5 Clutch rating
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  • 75% of our talent are Middle and Senior specialists
  • Agile approach
  • Strong knowledge of English
  • Large talent pool
  • Progressive technologies


The Ideation design phase involves the transition from identifying customers’ needs and issues to generating practical solutions. We use brainstorming, mind-mapping, landscape mapping, and other effective idea-generation methods for fueling this creative stage.

Brainstorm sessions

Brainstorming is a fundamental method in design used to generate a great batch of ideas for solving product design problems. Usually, it’s the most critical part of integrating the framework from the research phase into prototyping and testing.

The most important brainstorming rules are as follows:

  • Unbalanced conversation. Extroverted personalities and quick thinkers dominate the conversation, leaving no time for other teammates to contribute.
  • The anchoring effect. Participants converge on the first few ideas that are brought up in a brainstorm, which stifles new ideas and prevents the team from moving on.
  • Awkward silence. Participants are unprepared, leaving you with an hour full of painful silence or—worse yet—a meeting that is cut short to put everyone out of their misery.


The Prototyping phase of design is all about turning ideas into tangible visual design solutions and gathering input from the people who use them. Throughout this stage, we get a realistic representation of the potential outcome so we can refine, alter, or discard a prototype based on user feedback.

A prototype is a simplified representation of the future product design. The main goal of the prototype is to better understand the system we’re developing and prepare a solid foundation for future product design and development. 

We ask (and answer) the following crucial questions when creating a prototype:

  • What are we doing? Turning ideas into prototypes.
  • Why are we doing it? So the prototype can be tested on real users to prove the product idea’s viability.
  • How are we doing it? Through either an interactive or static prototype.
Case studies

Success stories

Education, Platform
2019 - 2023
2020 - 2023
Garrett Buis
Co-Founder, Blue Fetch Holdings

Lionwood.software delivered the fully functioning app on time, though they could've done it faster if the client had more internal resources to update their backend. Their team was organized and proactive in improving design flaws. They also managed the project efficiently and produced quality work.

Project description
A construction materials delivery firm hired Lionwood.software to build a Flutter app for their drivers. They improved the client's mock-ups, implemented them, and connected the app to their existing backend.
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Co-Founder, Lingon Certificates

We have been working with the team at Lionwood for almost two years now and are very happy with the collaboration. The developers and project coordinators are always thoughtful, pro-active and highly competent and the commercial team has shown a great customer-oriented mindset and flexibility in all stages of our cooperation. We can only give our best recommendations.

Project description
A blockchain startup partnered with Lionwood.software for custom software development services. The team built an MVP of the client's app that manages the consumer's collectibles.
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Kaspars Eglins
Board Member, KleinTech Services

Our web performance has improved overall, and our clients are always satisfied with Lionwood.software’s deliverables. Communicative and quick, Lionwood.software provides requested resources on schedule and delivers on or ahead of time. Their adaptability is particularly noteworthy.

Project description
Lionwood.software provides ongoing web app services, developing new features from scratch, fixing bugs in front- and backends, and working with management systems. Much of their work is done in .NET.
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Ivan Nordgaimer
COO, Bytebrand Outsourcing AG

The team has proven to be a reliable partner. Lionwood.software’s developers demonstrate technical expertise that consistently yields high-quality work in WordPress and PHP. Professional, adaptive, and diligent, they receive feedback well and grasp needs quickly, enabling a seamless collaboration.

Project description
Lionwood.software provided WordPress and PHP specialists to set up a high load WordPress multisite. They migrated content and integrated the new site into an app using Node.js. The project is ongoing.
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Glenn Miseroy
CTO, LeadExpress

The team at Lionwood.software met expectations. Their proactive approach complemented their efficient project management style. Their responsive communication is also noteworthy. The reliable team comes well recommended from the client.

Project description
Lionwood.software restructured a SaaS platform, focusing on frontend development and design. The team analyzed the structure and API before tackling the rebuild. Key technologies used were Angular and Python.
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Jonas Scherf
Online Marketing Manager, scoutbee

Thanks to the contributions of the Lionwood.software team, the company saw their web traffic increase by as much as four times than when they started the project. The team's flexibility and communication allowed them to cultivate a positive working atmosphere during the partnership.

Project description
A tech startup partnered with Lionwood.software to provide web design, web development, and other general web services for their business.
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Andrew Laquis
Director, Shyft.tt

Lionwood.software is organized and diligent with meetings. They provide timely responses and delivered projects on time and within the budget. The team handles the changes and updates in a fast and streamlined approach. Email and WhatsApp are used for communication.

Project description
A digital insurance aggregator hired Lionwood.software for their web development services. The team is developing a customize site for the client to help them move out from their previous complex platform.
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Petro Pryimak
Project Manager, D.S.

Lionwood.software has successfully delivered the solution on time and according to the client's requirements. An agile partner, the team works in sprints and leads regular sprint planning meetings and demo sessions to ensure transparency. What stands out the most is the team's proactive approach.

Project description
Lionwood.software is developing an online marketplace for a pharmacy chain. The goal is to develop a platform that could accommodate a large number of goods from different stores and suppliers.
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Yuliia Mytsko
Product Owner, Lube Avto

Lionwood.software has enabled the company to launch a tracking system with encrypted storage and logins, ensuring 100% security and convenience. The team joins on-site meetings and plannings for new project scopes, tasks, and demo sessions. Overall, they are meticulous, communicative, and effective.

Project description
Lionwood.software has been developing various mobile and web applications and software solutions for a car dealer. They’ve made several improvements on functionalities and added new features as per requests.
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Ava Greve
Chief of Customer Support, Dizmo AG

Lionwood.software’s support has been in sync and on time despite the Russian Invasion of Ukraine. Their team fosters a positive relationship by being communicative and available. Ultimately, they are dedicated to the project, displaying interest and flexibility for the product’s success.

Project description
Lionwood.software is helping a software company build a tool that allows users to allocate resources and tasks. They’re using JavaScript for the project.
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Jonathan Himoff
Managing Director, Camden Live

Lionwood.software continues to support the client's platform, focusing on timeliness and cost effectivity. They have offered the best solutions with an easygoing communication process, as well. Moreover, their team is described as proactive and dedicated. Most of all, they provide high-quality code.

Project description
Lionwood.software is tasked by a media production platform with expanding their web app on WordPress. The client aimed to develop a new admin dashboard to create an update online and offline events.
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George Arkin

Frontend improvements could have improved their collaboration, but Lionwood.software delivered as expected. They've shown professionalism and hard work with great sync between the internal and the external team.

Project description
Lionwood.software provided UX design and product design for an automotive company. They were hired for having a professional and fast-paced team that produced quality products within the client's budget.
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