Deep customer empathy is critical in the user-centered process. Get to know who your target users are and figure out their behaviors in context of their lives.
Defining the compelling needs and insights is what comes after synthesizing all the user research. A critical step in deep customer empathy.
Go broad with design concepts to exhaust all possible ways to solve the problem or pain point. Then narrow down the solutions you have. Add elements of awesome and delight. Prototype it, test it, learn and iterate.
Once solutions are narrowed, then test, iterate and refine. Learn and synthesize learnings then iterate on designs, then test again until the experience is delightful, engaging, and frictionless.