Qualcomm wanted to demonstrate the value of its new LTE-direct technology with tangible, real-world examples of its potential use to consumers. Within one week, we performed some brief interviews, and created physical journey maps to represent the digital and physical landscape. The exploration resulted in a list of branded services, which solve specific pain points and are only possible with LTE-Direct. By grounding potential opportunities in understanding users’ needs and behaviors, Qualcomm and Fjord created the future of proximity-based discovery and connecting.