Guus and Joe look at how designers must start to analyze components, primitives, and utilize design research to create a vision for new customer journeys. The duo use the recent Amazon acquisition of Whole Foods as an example showcasing 3 steps for focus.

• 1. Drivers of latent needs – use a customer journey as a foundation for design research to uncover latent needs and drivers for users.
• 2. Develop a vision – leveraging trends from business, economics, technology, and more, designers must have a vision for where a product or service can go.
• 3. Breaking down primitives – Break down products and services into primitives to understand the building blocks to be leveraged. Then use those to build new customer journeys and create new product offerings.