Define Phase

Defining methods are used to synthesize the information gathered during the emphasizing phase and create a clear problem statement. These methods often involve organizing data, identifying patterns, and defining the key pain points and needs of the target audience. Common defining methods include 2x2 matrices, customer journey maps, and insight cards. By taking a step back and analyzing the data from the emphasizing phase, teams can begin to identify opportunities for design and develop How Might We statements that frame the problem in a way that is actionable and user-centric.

The following is a collection of design thinking methods that may prove useful in your project:

1. Insight Cards: Insight cards are a tool used in the ideation phase of the design thinking process to help generate ideas and insights. They typically consist of a deck of cards, each with a different insight or prompt related to the problem or challenge at hand. These insights can range from user needs and pain points to trends and patterns in the market or industry.

   During a brainstorming session, team members can draw cards at random and use the insights or prompts to generate new ideas or perspectives on the problem. The cards can also be used to organize ideas or to spark further discussion and exploration of a particular area or topic. Here is a resource for using insight cards: https://designsprintkit.withgoogle.com/methodology/phase2-define/insights-questions-ideas-iqi

2. 2x2 Matrix: The 2x2 Matrix is a design thinking tool that helps teams prioritize ideas and make decisions. It involves plotting ideas on a two-dimensional grid, with one axis representing one variable (e.g. feasibility) and the other axis representing another variable (e.g. impact). By doing so, teams can visually analyze their ideas and determine which ones are most promising or viable.

   The two axes can be defined based on the specific challenge or problem the team is trying to solve. For example, in a product development context, one axis might represent the level of innovation, while the other axis represents the customer's willingness to pay. In a social impact context, one axis might represent the feasibility of implementation, while the other axis represents the potential impact on the target community.

   Once the two axes have been defined, team members can brainstorm ideas and plot them on the 2x2 Matrix based on their perceived level of feasibility and impact. This process allows the team to see which ideas are worth pursuing and which ones are not. Here is a resource for using a 2x2 matrix: https://designsprintkit.withgoogle.com/methodology/phase1-understand/importancedifficulty-matrix

3. Customer Journey Map: A customer journey map is a visual representation of the customer experience from their initial contact with a product or service to their final interaction. It's a tool used to gain a better understanding of the customer's perspective and to identify opportunities to improve their experience.

   The map is typically divided into stages, such as awareness, consideration, purchase, and post-purchase, with each stage broken down into specific steps or touchpoints. The touchpoints can be anything from a website visit to a customer service call.

   By mapping out the customer journey, businesses can identify pain points, opportunities for improvement, and potential areas of innovation. This information can be used to create a more customer-centric approach and improve the overall experience for customers. Here is a resource for creating a customer journey map: https://www.nngroup.com/articles/customer-journey-mapping/