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36 ◾ Transforming an Idea Into a Business with Design Thinking
Observations
◾◾ What was the user doing?
◾◾ What was the user uttering/saying?
◾◾ What was the user seeing?
◾◾ What was his/her environment?
Interpretations and/or answers
◾◾ What are the user’s thoughts?
◾◾ What are the user’s feelings?
Insights
◾◾ What are user needs and challenges?
10-minute self-brainstorm
◾◾ All participants document their user research insights on sticky
notes.
3.2.14.2 Team Brainstorm
The session lead asks everyone to come to the flipchart and paste their
thoughts.
All Users
Repeat the brainstorming session for all the users researched. Use different
color sticky notes for recording research insights from each user.
Synthesize
Ask everyone to bring insights from the different users into one empathy
map. The team should be able to see common themes emerging across dif-
ferent users as well as unique insights from individual users. These insights
should be discussed in order to further develop empathy with the user and
generate ideas.
