First, we empathize with the users or customers who are using the product or service. We empathize by listening, watching, and understanding the end user. Then, we define the problem. The Define stage of the design thinking process is exactly what it sounds like. You cannot solve a problem without first understanding and defining the problem first. When a user has a complaint about a product or service, there is always a cause to the problem. What is causing the user to complain about the product or service? To put it simply, a user complaint + cause = problem.

Now I've set off to create user profiles, personas, and scenarios to figure out exactly what type of people shop online at Target. After doing some research, I've found that the Target's primary customer base is...me. Well, not exactly, but according to Numerator, "Target's typical shopper is a white suburban mother between 35 and 44 years old. She typically has some college or a 4-year degree education with a household income of $80,000." While this doesn't match my persona exactly, it's pretty darn close!