Identify the opportunity areas relating to the app experience to focus on.
Key Questions
What are the keys of our primary user required?
What is the opportunity gap?
How does the whole picture work?
What can we do in future?
How do we prioritise?
Define
Synthesis
Stage 1
Insights Generation
Method
Internal workshop (tree diagrams)
Affinity diagram
Based on the empathy map sorted insights to group and titled them as the same category based on the intention or expectation.
Stage 2
Journey Map
Method
Journey Map (User Story)
Service Blueprint
Design the timeline with different stage from awareness to after purchase to mapping the existing usage and feature the opportunities.
Stage 3
Design Direction
Method
Internal workshop (brainstorm)
“How might we...” questions
Priority Matrix
Make hypotheses and brainstorm the possible direction for design better for the primary user. Estimate the impacts to the business and prioritise for the next.
Result
How might we make choosing products for different family members easier so that parents can effectively take care of the whole family?
How might we improve content materials for young parents to associate the brand with fashionable young families?
How might we improve the product navigation for purpose-oriented users so that they can locate desired products efficiently?
