Framing Actionable Recommendations

Research that does not change decisions is wasted budget. To transition from insight to action, frame findings using the Opportunity Matrix:

1. User Problem: What friction does the user experience?
2. Evidence Base: Which participants exhibited this behavior and in what context?
3. Business Impact: How does this friction harm retention, conversion, or support costs?
4. How Might We: Open-ended generative questions that invite cross-functional engineering and design collaboration.