One of the most persistent factors limiting the impact of user research in business is that research projects often catalog findings and implications, but stop short of generating specific design improvements. Designers increasingly involved with contextual research may find themselves holding onto a trove of raw data but with little awareness of how to turn it into design.
Steve Portigal introduces a framework for synthesizing raw data into insights, and then creatively using those insights to develop a range of business concepts that respond to those insights and integrate a fresh, contextual understanding of a customer’s unmet needs.