KEEP IT SIMPLE!
Understanding your competitors and researching both internally and externally will help build the information you need to start the creative process.
Wireframe / Prototype
Start laying out the foundation through wires and use these guides to create prototypes. Give design the freedom to discover all the possible routes that could make the product amazing.
Test / Analyze
Prototypes need to breath, they need a wider audience to get better feedback and real validation. Dig to uncover any new questions that weren't there before.