Opportunity - "How can newcomers (new immigrants) feel comfortable in their new community and be aware of and really interact with all available resources?"

Mapping the day in a life of each persona pointed at the disconnect between individuals in the community. It became evident that residents were not prone to discovering local amenities. Rather they stuck to familiar businesses, services and public spaces.
In this step we created our desired experience and success criteria for the project. Using fictional personas and field research, our team proceeded to hotspot identification and experience mapping.