02
Sense-making stage
Define the problem + audience
A strong design problem connects what needs to change with who it matters to.
The hook
"Don't just ask what you need to make. Ask who it needs to help and why."
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Complete:
This project needs to help [audience] ______ because ______.
Then ask:
Who specifically is this for?
What do they need to think, feel or do?
If useful, add a quick empathy check:
Think · Feel · Say · Do
WHY IT HELPS
A deliverable tells you what to make. The problem tells you why it needs to exist.
Understanding the audience helps you make decisions that are relevant, not generic.
If you haven't defined the problem clearly, you can create — or generate with AI — a polished answer to the wrong question.