Framework
Theme to insight: observation, interpretation, implication
A three-part structure for writing insights from user interviews. The observation states what happened and how many participants it applies to, the interpretation explains why, and the implication says what the product team should change. The example comes from a setup flow where 7 of 10 participants dropped off at the integrations step. Use it to turn a long list of themes into a few insights.
Where this appears
What's in this framework
- Observation: What you saw, with the count: 7 of 10 participants dropped off at the integrations step.
- Interpretation: Why it happened: they could not tell which integration was required and feared breaking their setup.
- Implication: What the product should change: show what is optional and add a skip for now path.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/theme-to-insight-observation-interpretation-implication"><img src="https://www.koji.so/visuals/theme-to-insight-observation-interpretation-implication/theme-to-insight-observation-interpretation-implication.png" alt="Framework showing how an interview theme becomes an insight in three parts: the observation with its count, the interpretation of why, and the implication." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/theme-to-insight-observation-interpretation-implication">Theme to insight: observation, interpretation, implication</a>, Koji</p>
