Introduction

Following the evaluation of user journeys, the next step is to translate identified friction points into clear design opportunities.

This stage focuses on reframing problems into actionable areas for intervention, ensuring that the solution is grounded in real user needs.

Rather than jumping directly into features, this process helps define what the product should achieve and where it can provide the most value.

Approach

Each opportunity is derived from previously identified friction points and insights.

The goal is to:

• Identify where support is most needed
• Reframe problems into design directions
• Create a structured foundation for feature development

This ensures that later design decisions are intentional rather than reactive.

Opportunity areas

Opportunity 1 — Introduce structure to decision-making

Users lack a clear process when making decisions, leading to confusion and inconsistency.

Opportunity: Create a guided system that structures decisions into a clear sequence, helping users understand where to start and how to progress.

This would:

• Reduce uncertainty
• Improve decision quality