Workshop insights summary
Analysis of empathy maps and service patterns from young adult participants. tl;dr:The thematic insights feel very broad and generic. That makes sense because we're trying to design for a wide audience like casual scrollers. However, are we missing the real diversity within the audience that might allow us to build out of a niche?

Thematic insights

Economic anxiety
  • Active frustration about housing unaffordability
  • Belief that previous generations 'had it easier' financially
  • Constant trade-offs between saving and experiences
Digital and mental wellbeing
  • Self-aware but unable to break from social media cycles
  • Specific concerns about ADHD and focus
  • Using purchases (skincare, candles) as emotional regulation
Global consciousness
  • Particularly engaged with Palestine conflict
  • Deep worry about climate disaster
  • Frustration with older generations' perceived complacency
Action paralysis
  • Want to attend marches but lack confidence/knowledge
  • Save jobs but don't apply due to imposter syndrome
  • Share petitions but question their impact
Generational tension
  • Active frustration with millennials at work
  • Feeling burdened by inheriting global problems
  • Having to 'school' parents on current issues
Consumption consciousness
  • Pride in thrifting and second-hand shopping
  • Guilt about fast fashion purchases
  • Tension between ethical shopping and affordability
Community and identity
  • Strong regional identity (especially Liverpool)
  • Seeking belonging through shared experiences
  • Using social media for community building
Career uncertainty
  • Specific anxiety about AI impact on jobs
  • Pressure to find meaningful work
  • Struggle between stability and passion

Daily patterns

Digital-first living
  • Day begins and ends with TikTok/Instagram scrolling
  • Using TikTok as primary search engine
  • Multiple parallel chat streams across platforms
Work-life patterns
  • Extended toilet breaks for social media
  • Struggling to concentrate on single tasks
  • Using streaming content as background noise
Social connections
  • Maintaining Snapchat/BeReal streaks as obligation
  • Processing world events through friend group chats
  • Using shared content as conversation starter
Activity patterns
  • Starting and stopping gym memberships
  • Finding food spots through TikTok
  • Documenting nights out across multiple platforms
Social platform mentions
Frequency of social media platforms mentioned in workshop data
TikTok
12
Instagram
9
WhatsApp
6
Snapchat
4
YouTube
4
Twitter
3
BeReal
2
Facebook
1
Behavioral patterns & opportunities

Passive consumption

Examples: Social media scrolling, comfort watching

Opportunity: Inject meaningful content into existing consumption patterns

Tension: Quality vs algorithmic reach

Identity expression

Examples: Sharing social posts and life updates

Opportunity: Enable authentic self-expression through activism

Tension: Personal brand vs collective action

Economic anxiety

Examples: Career uncertainty, housing concerns

Opportunity: Connect personal struggles to systemic issues

Tension: Individual vs structural focus

Digital first

Examples: TikTok as search, platform switching

Opportunity: Meet users in their natural habitat

Tension: Platform dependency vs ownership

Potential mutual value propositions

Based on the value exchange boards there were some potential opportunity spaces that could be explored

For audience

Knowledge without cognitive load

For AIUK

Message penetration in hard-to-reach demographics

Implementation

Template-based content system focused on 5-minute gaps

For audience

Identity reinforcement through action

For AIUK

Authentic youth voices amplifying campaigns

Implementation

User-generated content framework with clear guidelines

For audience

Personal development through activism

For AIUK

Long-term engagement pipeline

Implementation

Skills-based activism program template