Mapping the opportunity space involves breaking down customer insights into a clear, actionable structure. Here’s a simplified version of the process in 4 steps:

1. Create an experience map: Capture the stories from customer interviews to build a high-level overview of their journey or interaction with your product.
2. Identify key opportunities: Pull out critical moments from the experience map that highlight customer needs or pain points—these are your top-level opportunities.
3. Group opportunities under moments: Organize individual opportunities under their corresponding moments in the customer journey, making sure each one is linked to a specific need or pain point.
4. Structure the opportunity tree: Build a clear hierarchy by creating parent-child relationships between related opportunities. This will help you see how different opportunities connect and which ones need further exploration.