Synthesize

Synthesize insights

Combine themes and data into a few statements you can act on.

How to do it

1. Look for patterns that show up in more than one input.
2. Write each insight as a statement about people, not about the product.
3. Link every insight to its evidence.

Tip. An insight explains why something happens. "38% drop at slot selection" is a finding; "slot scarcity sends regulars back to supermarkets" is an insight.

What you need

Start from:

• At least 2 of: Affinity map, Interview notes, Survey results, Analytics, Product matrix, Test report or Desk research

It is better with: Web source.

What you get: Insight

An insight template has these sections:

• Insights

Where it fits

• Define (Double Diamond): Agree the one problem worth solving, and for whom.

Usually comes after

• Affinity mapping
• Run an interview
• Compare competitors
• Run usability tests
• Scan the web

What to do next

• Write an interview script
• Build a persona
• Write jobs to be done
• Map opportunities
• Write how-might-we statements
• Write a readout
• Audit the evidence
• Build a survey
• Check for bias
• Check what new evidence changes

Templates that use it

• Evaluative study: Does this design work for the people who will use it?
• Exploratory study: We don’t know the problem well yet: why do people do what they do?
• Double Diamond: A whole project, from understanding a problem to a tested answer.
• Assumption-led (Lean UX): You already have an idea. What could sink it?
• Continuous discovery: A product team learning every week towards one outcome.
• Design Thinking: Empathize, define, ideate, prototype and test, in the classic five modes.