What is an opportunity?

Once you’ve done ample research and documented your customer insights, you can analyze those insights to identify Opportunities. An Opportunity is a ‘problem area’ that you have pinpointed within your customer journeys where you can make a positive change for your customer. You can uncover these problem areas or Opportunities by grouping Insights together.

All Opportunities are stored in one place, so that anyone in your organization—across teams, business units, and geographies—can identify their own core problems based on yours (and vice versa) and reuse them in other journeys.