Check out the episode guide.
The define phase is where design thinking shifts from collecting information to making it usable. In this episode of Idea Work, we explore how to synthesise research, identify themes, and create actionable insights. Learn practical techniques like affinity mapping, digital and in-person tools, and ways to ensure your findings survive past the workshop.
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Resources Mentioned
Design Kit – methods library (filter by ideation)
Timestamps
0:02 – Introduction
Welcome back to Idea Work. Michael sets up today’s focus on the Define phase and why synthesis is the bridge from research to action.
0:41 – What the Define phase does
Clarifies that the Double Diamond isn’t linear, and explains moving from messy research to usable insights that guide ideas.
2:40 – Affinity mapping: turning data into themes
Team captures quotes, stats and observations as full-sentence Post-its, then clusters them into themes to surface patterns and insights.
4:10 – Working digitally and capturing insights
Using Miro/Mural to co-synthesise, label themes, and photograph boards. Emphasis on giving this stage time and avoiding a rush to shiny solutions.
6:54 – Personas (done responsibly)
How to build data-informed personas without stereotyping. What to include (demographics, needs, quotes, behaviours) and how they guide decisions.
8:39 – Keep a critical mindset
Frameworks are abstractions with flaws. Learn them, use them, critique them, and evolve an approach that fits your context.
9:30 – Crafting “How might we” questions
Purpose of HMW, with Tom and David Kelley’s framing of “how,” “might,” and “we.” Aim for an open, optimistic prompt for ideation.
11:34 – Calibrating scope: bad vs good HMW
Examples of questions that are too similar, too narrow or too broad, and a “just right” version that enables multiple solution paths.
15:01 – Choosing the problem holder and refining HMW
Sometimes the focus shifts (e.g., supporting university staff to market services). Allow time to iterate the question and draw from research.
16:47–16:54 – Wrap up and sign off
Recap of the Define phase and a handover to the next episode on ideation.
Michael Walter is an educator, writer, academic, founder, improviser, and musician. He explores the intersections of creativity, technology, innovation, and social justice, always with a deep curiosity about how humans grow and connect.
