E X P L O R A T I O N
Desire Statements

1. Speak to customers and download your research into one place

   • Before writing any desire statements, you must speak to customers and have an understanding their lives, desires and pains.

   • Affinity mapping and personas are recommended prior to this exercise.

2. Use the following form - [The persona] desires a way to [address the desire] so they can [benefit to the persona].
   

Start with the persona, character, role:

2. • • Example: Busy, home-working parents.
       

Next, describe how you’re going to address the desire:

2. • • Think about the desire and benefits that you’re trying to solve for. Avoid using thinking in features if you can. It’s ok if you have multiple desires but do a desire statement per need.

     • Example: Switch off from work.

Describe their motivation for this activity:

2. • • Through the process of synthesis, you should have uncovered some of the motivations driving the observation.

     • Example: So they can spend more quality time with their family instead of worrying about work.

Discuss the final desire statement as a group and make adjustments if required

2. • • It’s good to work through your desire statements as a group and prioritise the ones you want to present to the wider group.

     • Example: Busy, home-working parents desire a way to switch off from work so they can spend more quality time with their families instead of worrying about work.

3. Iterate the desire statements as a team

Work through the high-level insights as a team and decide the key insights you want to present to stakeholders.