Designing the right experiences for the right people requires hearing from customers and users in their own words.
Demographics and sample size are specified and participants are screened and interviewed.
Insights are then coded and participant profiles are created.
Core themes are identified through affinity mapping.
Stakeholders and sponsors participate in as much of the process as possible.
Participants are plotted on theme spectrums to identify clusters.
Core themes and insights are personalized through empathy mapping.
Strongly correlated data groupings are merged into personas, storyboards, and other narrative tools that are used throughout the design process to achieve consensus and ensure focus.