The reframing process of the define stage is very important. Design challenges start with an initial problem but research develops and deepens empathy and understanding. Key themes develop from the insights generated, as identified on the affinity map, and the vison card further deepens explanation for each of these themes.


what is it

The Vision Card explains and elaborates the significant aspects of key themes that emerge from research affinity mapping.



why is it important

The design team needs to collectively understand and develop their individual ideas about key themes emerging as a team. This widens empathy and buy-in to the key issues. Adding more detail and imagining the future state is key to developing a revised / new challenge statement before ideation.



how to do it

  1. Review each theme on the Research Affinity Map and make sure that everyone on the team understands where the theme came from, and why it is important.
  2. Take a Vision Card for each of the key themes that were identified on the research affinity map.
  3. Transfer the name of the theme to the Vision Card.
  4. Fill out more detail on the Vision Card about the nature of the theme e.g. the pain point, need, opportunity, or insight. Try to capture these aspects into a short sentence.
  5. Write insight statements that capture the current statement for the main pain points, negative emotional states, obstacles, etc.
  6. For each insight, statement envisions a future state and write a short statement that captures this opportunity. Try to be as specific as possible.
  7. Revies all the individual Vision Cards as a team. What stands out? Where are the biggest opportunities?
  8. File the completed probes as a record.
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