How will the user behave?

A constant question with design thinking that's needed at all stages.

It's the starting point and compass for user empathy. We turn people's experiences into a narrative to design around. 

The narrative is then lined up with what we want people to do. Designers will consider how they want people to feel and say and think, but eliciting action is the priority.  

Which is possible by getting people to want what we want.