So out came the sticky notes, markers, and whiteboard.
Although it looks pretty now, our data looked like the photo below. Just a mess of words, from 21 interviews, over 50 photos, and numerous secondary sources. Our task now was to boil all of this down into themes and categories.
By using general headings to lump findings together, we could see some patterns within the data. We then formed these patterns into a persona. Once we had a user – Naresh – we were able to send him to the MICC. But first, we needed to know what he cared about. What drives Naresh?
It was clear to us that we had still not discovered the true needs of our user, and needed to dig deeper.
My Journey in Design 