Generally, after gaining full empathy of user experiences, our understanding of the problem undergoes severe changes. It is not unusual to hit the ideation stage with an entirely new set of questions or challenges to create solutions for.
When you move from empathy work to drawing conclusions from that work, you need to process all the things you heard and saw in order to understand the big picture and grasp the takeaways of it all. Unpacking is a chance to start that process – sharing what you found with fellow designers and capturing the important parts in a visual form.
We use a human-centered design process at Balance Interactive. Empathy is at the heart of this process for any branding, campaign or digital project we undertake. The key to user engagement is understanding your members within the context of your particular business challenge.
We learned to use the research to bring clarity and focus to the design space. After the research phase we craft a more meaningful and actionable problem statement from which we can ideate upon.
The method focuses on three main elements of a product or solution: people, technology, and business. All of these aspects evolve around the customer.