"The most interesting design problems live in the gap between what people say and what they actually do."

Do this now

Complete this sentence about your audience: 'People want to... but...' Don't force it. If nothing comes, you probably need to observe more before you're ready to design.

Unpack

Tension isn't conflict for its own sake — it's the gap between intention and reality. A project built around genuine tension has something to resolve. A project built around a trend has something to illustrate. The test for a real tension: does it make you curious about what's causing it?

Draw it.

Fast and messy is better than perfect.