Module 03 · 20 min
Findings and key insights
Findings are what you heard and saw. An insight is a discovery about the motivations that drive people toward a business goal — the sharp point you design around.
Example findings: Bazaar
After forms and interviews, write a short findings list in plain language. Here is a sample summary for the Bazaar practice app.
Key insight
An insight connects user motivation to the business goal. For Bazaar, a key insight from this research set is: people want to select a delivery time that fits their convenience.
That insight is sharper than “users want delivery.” It tells you what to design first and how to measure success later.
What comes next
Findings and insights feed personas, empathy maps, and journey maps in the next module. Keep the raw notes — you will reuse quotes.