The principal framework is a method to turn user research into design principles:
- Write down observations (what you saw & what you heard) on sticky notes. Post them on a wall.
- Allow themes to emerge & bubble up as likeness (or affinity) between observations.
- Create persuasive insight(s) that represent complimentary themes and express a strong point of view.
- Reframe insights as a design implication. They should be actionable and memorable principles to design against.
