Intro
In this phase, I make sense of what I’ve learned by transforming observations into structured understanding. I analyse behaviours, systems, and interactions to reveal patterns, gaps, and opportunities. This translation from raw insight to clarity creates the foundations for informed decisions, shared alignment, and meaningful design direction.
Insight Synthesis
TAKEAWAYS
I turn research findings into structured insights that reveal patterns, unmet needs, and opportunities for action. Insight is only valuable when it leads to meaningful action.
RELATED ACTIVITIES
Clustering qualitative data
Identifying patterns and themes
Extracting actionable insights
clarity
patterns
meaning
Customer Journey Mapping
TAKEAWAYS
I visualize the end-to-end user experience to highlight pain points, motivations, and moments that shape perception. Mapping the full journey uncovers opportunities to create experiences that truly resonate.
RELATED ACTIVITIES
Mapping actions, thoughts, and emotions
Identifying frictions and key moments
Highlighting gaps and improvement areas
Channel analysis
experience
touchpoints
empathy
Service Blueprint
TAKEAWAYS
I map frontstage and backstage elements to show how the service operates and where systemic improvements are needed. Understanding both visible and hidden layers reveals the true levers for better service design.
RELATED ACTIVITIES
Mapping frontstage/backstage flows
Identifying operational gaps and dependencies
Aligning service layers and responsibilities
system
operations
alignment
Mindset definition
TAKEAWAYS
I define the strategic mindset that guides how teams approach challenges, opportunities, and decision-making. A clear strategic perspective aligns actions with purpose and drives better outcomes.
TAKEAWAYS
Identifying mindset shifts needed for change
Aligning teams around shared guiding attitudes
Translating insights into behavioral orientations
attitude
alignment
perspective
Opportunity Framing
TAKEAWAYS
I frame opportunities by defining clear problem spaces, aligning goals, and identifying where the biggest impact can be made. Properly framed opportunities focus efforts on what truly matters and unlock meaningful innovation.
RELATED ACTIVITIES
Synthesizing insights into opportunity areas
Prioritizing based on impact and feasibility
Defining opportunity statements
potential
strategy
focus
Design Principles Definition
TAKEAWAYS
I create guiding principles that anchor design decisions, ensure coherence, and drive purposeful solutions. Clear principles keep teams aligned and ensure every decision moves toward meaningful impact.
RELATED ACTIVITIES
Identifying themes from insight synthesis
Translating themes into guiding principles
Validating principles with stakeholders
guidance
coherence
intention
