stakeholders with selected questions. • Have a list of questions, prepare follow up questions based on the answers • Ideation • Generate as many ideas as possible, then ﬁlter ideas based on selected criteria. • 5 techniques for idea generation: listing ideas, eliminate a constraint, make an analogy, exaggerate, get in the garbage • 5 criteria for idea selection: most useful, most desirable, easiest for most people to use, most functional, most sustainable. • Synthesis • Create a persona. List personal information, identify a quote that captures the essence of of what a person feels, thinks, and does. • Create a journey map. Create a journey map that captures all of the things the chef thinks, does, says and feels at critical points throughout the experience. • Identify opportunity areas. Based on the persona and journey maps, it’s now time to identify an opportunity area. Opportunity areas are a combination of a speciﬁc user, a need, and a meaningful insight.