The following section explores methods and activities designers use in the process of forming a strategy and approach for the new design.

People interact with products and services to fulfill specific needs. The nature of that interaction is called context of use, and it is defined by three variables:

• The user
• The user's preferences toward fulfilling a need
• The product used to fulfill that need

Solving such a three-variable equation that involves people is like solving an extremely intricate puzzle, and although at first glance the challenge appears impossibly difficult, the work is being done every day. In this section, we will explore the foundation of approaching the solution.

Information about these variables and how they are interrelated is collected during research. After synthesis, research findings help designers think about the appropriate experience, and communicate their vision to stakeholders. The result provides both the approach to the appropriate experience and a system of managing the experience over time.

The preceding figure shows the flow of research inputs into models that capture the user experience, in context. Personas and journey maps provide the foundation for creating, communicating, testing, and evolving the product experience.