As our company embarked on redesigning our flagship product it was important to the business that we take a completely outside-in approach. That's where my UXD team brought in a Design-thinking strategy. The first thing we did was interview over 30 current and non-customers globally. We also dug through piles of old research and created personas that we distributed to all the teams to influence their thought process. Anytime they thought about a feature we made sure they had our users in mind.