Organization User

• Market not responding • Experience is negative

• Market not growing • Product not functioning well
• Product/service failing • Expectations not met

1 Initial Problem Description

2 Research Benchmarking

Technology User understanding Business

Evaluation and Obvious and latent needs Market analysis
needs •Observations and needs
•Interviews
•Immersion

3 Reframed Problem Definition

4 Ideation & Synthesis Process

Creative + Collaborative + Multidisciplinary

5 Visualization & Storytelling

6 Iterative Prototyping

7 Testing & Refinement