Long-term, sustainable user experience design is an iterative, cyclical process. Design sprints will almost always start with ideation, followed by analysis & assessment, even more ideation, strategy planning, & implementation. Testing & iteration will begin towards the end of the sprint, & will continue long after the sprint is over. As a company's business goals evolve, & more data & insight about its users & their behavior, is gained, the products & features being designed will evolve as well.