As you’ve seen in our previous article, the goal of the Define phase in design thinking is to effectively gather insights and frame problems. Now, here is how to execute it in detail. This process sets a solid foundation for the Ideation phase, where creative solutions will be developed.
Step 1: Affinity Mapping
Affinity mapping is a technique used to organise and prioritise information by grouping similar ideas, insights, or data points into clusters. This method is especially useful in design thinking for synthesising complex data collected from user research or brainstorming sessions.
The process begins with gathering insights on sticky notes or digitally, which are then grouped based on common themes or concepts. This grouping helps in identifying patterns and trends, allowing teams to uncover overarching themes and key user needs. By analysing these clusters, teams can prioritise issues and opportunities based on their significance and impact. Continuous refinement of the affinity map as new information emerges ensures that the focus remains clear and relevant throughout the design process.
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Affinity Mapping Steps Table |
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Data Collection |
Collect data from user research (e.g., interviews, surveys, observations). |
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Note Writing |
Write each piece of data or insight on a separate sticky note. Example: Users often forget tasks due to lack of reminders. |
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Note Organisation |
Place all sticky notes on a large surface, allowing enough space for movement. |
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Grouping |
Group similar notes together based on their natural relationships. Example Group: “Task Management Challenges” - “Users often forget tasks due to lack of reminders.” |
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Labelling |
Label each group with a heading that summarises the common theme. Example Heading: “Task Management Challenges” |
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Themes Identification |
Review the groups and headings to identify key themes and insights. Example Key Theme: “Ease of Use” |
Step 2: Create Personas
Creating personas involves developing detailed, fictional characters that represent typical users of your product or service. These personas help to humanise data and make it easier to understand user needs and motivations.
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Customer Persona Table (this is a fictional case for explanatory purposes) |
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Attribute |
Description |
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Name |
Ahmed Al Mansoori |
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Demographics |
Age: 28; Gender: Male; Occupation: Software Engineer; Education: B.Sc. in Computer Science |
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Background |
Lives in Abu Dhabi; originally from Jordan; single; has 5 years of experience in software development |
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Behaviours |
Commutes daily to work; enjoys coding and gaming in his free time; frequently uses food delivery apps |
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Needs and Goals |
Needs efficient project management tools; aims to become a tech lead in his company |
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Pain Points |
Struggles with balancing work and personal life; finds it challenging to keep up with rapidly changing tech trends |
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Motivations |
Motivated by career advancement, the desire to innovate, and the ambition to contribute to the UAE’s tech ecosystem |
Step 3: Journey Mapping
Once personas are created, the next step is to define their specific needs, desires, and goals. This helps in understanding what motivates users and what they hope to achieve with your product or service.
Following this, journey maps are developed for each persona to visualise their interactions and experiences, highlighting touchpoints, pain points, and opportunities for improvement. Insights from these maps help prioritise design considerations, ensuring that features and functionalities align with user needs. Design solutions are then validated through user testing, gathering feedback to refine and enhance the product. Finally, personas and journey maps are iteratively updated based on feedback and evolving user needs, maintaining relevance and effectiveness throughout the design process.
Step 4: Formulating a Problem Statement
Formulating a problem statement is essential in design thinking as it defines the core issue or opportunity to address.
To create an effective problem statement, start by synthesising insights from user research and data analysis to understand the primary challenges and needs. Use the “5 Whys” technique to dig deeper into the root causes of the problem. This method involves asking “Why?” repeatedly (typically five times) to identify the underlying issues that contribute to the problem.
Ensure the problem statement is clear, concise, and framed from the users’ perspective, focusing on their pain points rather than technical solutions. Include relevant context to outline who is affected, what the problem is, and why it matters. Ensure the statement is specific and actionable, guiding the design process while allowing for creative solutions. Finally, test and refine the problem statement based on feedback from stakeholders and users to ensure it accurately reflects their experiences and needs.
Stay tuned for the next article, where we’ll dive into the third phase: Ideation.
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