Good stuff @Bryan I would say the Action Map is not too far off regarding breaking stuff into contexts /situations. But there are layers of insights about why people are doing what they are doing and what influences them that I would suggest are missing.
e.g. in the attached image I presented to Merck the difference between the ‘what’ data (on the right) and ‘why’ data on the left.
Since we had based our marketing strategy on customer needs we had to understand what created needs (because it’s needs not e.g. convenience that motivates action. Convenience only helps the solution get out of the way when the person is already motivated). The information on the left (from anthropology) is a crude simplification of some data points we would benefit from having access to in order to better understand what creates and drives / motivates people to action.
We later simplified the ‘why’ data to insights we could capture by designing our experiences to capture them (e.g. if people are learning when participating in our learning session)
