Thinking & Communicating with Visual Frameworks


Date: Tuesday, May 7, 9am–12pm Pacific Time | 6–9pm CEST

Instructors: Erin Hackett & Mujtaba Hameed

Location: Online

Fee: $150 or $100 if you qualify for discounted pricing

This tutorial will be a crash-course in one of the most powerful research and storytelling tools—the visual framework.

Creating visual frameworks is a way of making complex information comprehensible and actionable, by distilling what is most relevant to the particular challenge or question at hand. Visual frameworks are a particularly effective way of making rich, ethnographic insights more legible and persuasive to diversely trained teams and stakeholders.

In this session, we’ll present an introduction to visual frameworks before exploring some framework examples together and identifying what makes a framework successful. We will then move onto a practical exercise in creating original frameworks from data. We intend for this to be a highly interactive session, with plenty of time for questions and discussion.

Participants will gain both a theoretical overview and practical experience of how to use visual frameworks to sharpen and communicate insights. This skill will be particularly useful to research practitioners and academic researchers who need to communicate their findings to non-research stakeholders: for example, UXRs working within product teams, or PhD candidates working with industry. The session is introductory and suitable for framework novices, but we welcome advanced practitioners and look forward to learning from you!

By the end of this session, participants will:

  • Understand the value of visual frameworks for qualitative research
  • Understand the nuances of what makes an effective visual framework.
  • Gain practical experience of interpreting and creating visual frameworks.


This tutorial will be useful for anyone who works with ethnographic or related qualitative data and wants to improve their ability to distil and communicate their findings. However the tutorial is open to all, no prior knowledge is required.

  • The tutorial will be run over Zoom and use the digital whiteboard software Miro. You can access Miro as a guest if you do not have an account.
  • We encourage participants to send us a visual framework example in advance to share during the session. We will be in touch with further details over email.


Erin specialises in foundational research—developing insight-driven frameworks and models to help clients map previously uncharted territories and make sense of emerging phenomena. Erin has led global strategic research projects for a wide range of clients, mostly in the tech and non-profit sectors. She previously worked in the development and global health field. She has an MA in Anthropology from The Graduate Institute of International and Development Studies, Geneva and a BA in Human Sciences from the University of Oxford.

erin hackett

Associate Director | Stripe Partners

Mujtaba is a strategist and researcher committed to solving business challenges through deep human understanding. He brings experience from the fields of strategic innovation, brand design, and ethnographic research—especially within the tech sector. Before joining Stripe Partners, most recently Mujtaba was a freelance project lead for Jigsaw (Google) and Adidas. Mujtaba holds an MA in Archaeology & Anthropology from the University of Oxford, and an MSc in Social & Cultural Anthropology from UCL.

mujtaba hameed

Senior Consultant | Stripe Partners

How to Register

Buy tutorial tickets when you complete your virtual or in-person registration for EPIC2024. Virtual registration is free for EPIC Members; tutorials are an additional $150 each. For detailed information and to register click the button below.

Fee: $150 or $100 if you qualify for discounted pricing

Class size: Maximum 16 participants

Date: Tuesday, May 7, 9am–12pm Pacific Time | 6–9pm CEST

Location: Online

Questions? Contact