Phase II
Define
Define the key problem we are trying to solve
Customer Journey
A visualization of the entire user experience with a product or service, highlighting pain points and opportunities. Helps SMEs focus innovation efforts for maximum customer impact.
User Personas
Fictional representations of users based on research, helping teams maintain a user-centered focus. Creates shared understanding across departments without extensive documentation.
Empathy Map
A four-quadrant visualization organizing what users say, think, do, and feel. Enables quick synthesis of research findings to identify unmet needs.
Five whys
Technique for identifying root causes through repeated "why" questioning. Helps resource-constrained SMEs address fundamental problems rather than symptoms.
Five WH questions
Structured approach using what, who, when, where, why, and how questions for multi-perspective problem understanding. Provides comprehensive analysis framework for small teams.
Affinity mapping
Method for organizing large amounts of data into meaningful groups. Enables efficient processing of complex information and pattern recognition without specialized analytical tools.
Card sorting
Technique for organizing information into logical groups. Promotes understanding of how users categorize information for more intuitive product designs.
Landscape review
Analysis of the broader environment including competitors and market trends. Supports strategic positioning of innovation efforts in the relevant market context.
Problem statement
Concise articulation of the core problem to be solved, typically in "How might we..." format. Creates focus and alignment for teams with diverse priorities.
Value proposition
Clear statement of user value from the intended solution. Connects defined problems directly with business objectives for targeted innovation.
Business Alignment Canvas
Business Alignment Canvas
A practical worksheet to link user problems with strategic business goals – designed for small and medium-sized enterprises.
This 1-page canvas helps internal teams ensure that innovation initiatives address real user needs and contribute to company strategy.
It supports early stakeholder buy-in and improves alignment between Design Thinking projects and business priorities.
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What’s inside:
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Structured reflection areas: from user pain points to KPIs
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Simple prompts to evaluate management relevance
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Space to define constraints and innovation targets
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Use this if:
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You want to align a project with strategic business goals
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You need to present innovation ideas to leadership
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You want to ensure feasibility and focus before ideation
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