The criterium of idea quality must be the problem to be defined in the immersion phase regarding the customer
The success of the ideation phase is related to attentively dealing with the insights from the immersion. An interviewer who knows how to get the most from the interviewee, an observer who understands the spaces left in the routine of the observed party and well-identified records are all fundamental for the data you will use.
With this data, you can have your persona and her journey at hand. And it is here you must keep focusing on, with stimulation to creativity and collaborative activities.
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