Building off of what you learned when empathizing you use your finding from learning about what your readers want and make those into “needs and insights”. You focus on the issue without dramatizing the situation. You should develop a deep understanding for what your users want and create your own point of view (POV) on the situation. A good POV is one that focuses and frames the problem, captures heart and mind of people, inspires and provides references.
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As a user, I want to buy drinks without having to bring my own cups and straws.
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As a grocery shopper, I have no choice when shopping at a store that the vegetables are wrapped in plastic.
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