02 — Ideation

Defining the
direction.

Research synthesis, design principles, and framing the right questions — turning raw insights into a clear design brief.

Project Overview
The big picture
Project overview diagram
Core Problem
The problem we're solving
Core Problem Statement

Adults with asthma or COPD struggle not with detecting symptoms — but interpreting and communicating them. Ambiguity causes more anxiety than the symptoms themselves.

Uncertainty drives anxiety
Interpretation is harder than detection
Isolated readings lack meaning
Context and trends unlock meaning
Calm interpretation wins
Calm feedback beats more data
Adult tools needed
Clinical framing kills daily adoption
Research Synthesis
Three insight clusters
Cluster 01
Uncertainty is the real symptom
Users report that ambiguity — not the wheeze itself — drives the most anxiety. They can feel something, but can't assess its severity.
"I can't tell if it's serious or just a bad night."
"The not knowing is worse than the wheezing itself."
→ Design must reduce interpretation burden, not add more data.
Cluster 02
Symptoms vanish before the GP visit
Wheezing is episodic and nocturnal. By the time patients reach a clinician, there is no evidence — only subjective recall.
"By the time I see my GP, the symptoms are gone."
"I have nothing to show them — just my word."
→ The system must log and surface longitudinal data passively.
Cluster 03
Clinical tools alienate daily users
Existing products are designed for clinicians, not people. Medical jargon, uncomfortable wearables, and complex UIs prevent daily adoption.
"The apps give me numbers I don't understand."
"Those medical patches feel like I'm a patient 24/7."
→ The device must feel domestic, calm, and non-medical.
Design Principles
Four rules that shaped everything
Four design principles
Reframing
How might we…
HMW 01
How might we translate ambiguous respiratory data into calm, confident interpretations?
HMW 02
How might we capture nocturnal symptoms so patients have evidence for their GP?
HMW 03
How might we design a medical device that feels like a personal care object?
HMW 04
How might we eliminate false positives from ambient noise without additional user effort?
HMW 05
How might we provide longitudinal breathing trends without requiring manual logging?
HMW 06
How might we bridge the communication gap between patient experience and clinical consultation?
Target Users
Who we're designing for
User persona 1 User persona 2