Persona example

Empathy map example

Red routes -- https://medium.muz.li

Introduced in London in 1991, red routes are major roads on which vehicles are not permitted to stop. Their goal is to allow high traffic volumes to flow freely without obstruction. Typically, red routes are marked with red lines on the sides of the road.

When applied to design, these red routes are the critical and frequent paths that users take to complete their tasks.

Feature matrix - Design Thinking

Fast and slow thinking - Daniel Kahnemann

System 2 - Conscious and analytical thinking

System 1 - Intuitive and impulsi