Make insights actionable

Insights themselves are revelations about human behavior. They inform but don't prescribe. The power comes from what you do next. When you uncover a true insight (rare but transformative), it demands serious attention and collaborative exploration.

Most journey maps yield findings rather than insights, and that's valuable. For findings, you might suggest direct improvements. But true insights require deeper exploration. If you discover that customers deliberately abandon carts as a price negotiation tactic, expecting retention discounts, you can't just offer everyone discounts. Instead, convene co-creation sessions to explore how to address price transparency and value perception.

Document insights separately from action plans. First, state the pure insight: what you've discovered about human behavior. Then outline the process for exploring implications: who should be involved in solution sessions, what constraints exist, what success might look like. This separation ensures insights retain their revelatory power while enabling practical progress.