Intention

◡ Understanding
◡ Gathering insights
◡ Mapping pains and gains
◡ Problem framing
◡ Identifying opportunities
◡ Validating assumptions

Ingredients

◡ Desktop research
◡ Interviews, surveys, field studies
◡ System mapping
◡ Value Proposition Canvas
◡ Empathy mapping
◡ Critical Thinking

Instance

◡ User needs
◡ User behavior
◡ Company needs
◡ Market research
◡ Trend analysis
◡ User testing