Design Thinking: Observe and Interview

It is becoming increasingly recognized that innovations that succeed follow a systematic, rigorous process of need identification, hypothesis generation, testing, learning, and iteration.

Design thinking process involves applying the concepts of design thinking and hypothesis-driven innovation (popularized by the term, lean startup) to design and test new ideas that address a real world need.

  • Gain user empathy through observation and interviewing and develop user insights to Use the design thinking and hypothesis-driven innovation processes and recognize the benefits of using these methods to develop viable solutions
  • identify unmet needs
  • Use multiple brainstorming techniques to find innovative solutions
  • Prototype a solution to a user challenge
  • Develop a business model or business case to support the viability of the solution
  • Design experiments to test assumptions of the business model or business case

Your first goal in the design thinking process is needs finding. You want to engage with users and identify a deep unmet need. Your goal is to gain empathy for your users and learn how to walk in their shoes. You gain empathy by becoming an ethnographer; this means that you observe users, immerse yourself in their environment, and engage with them in deep and meaningful conversations.

Next, using the data that you’ve gathered through observations and interviews, you will create a user journey, which is a visualization of the process that a person goes through in order to accomplish a goal. It’s used for understanding and addressing customer needs and identifying pain points.

Your first goal in the design thinking process is needs finding. You want to engage with users and identify a deep unmet need. Your goal is to gain empathy for your users and learn how to walk in their shoes. You gain empathy by becoming an ethnographer; this means that you observe users, immerse yourself in their environment, and engage with them in deep and meaningful conversations.

Next, using the data that you’ve gathered through observations and interviews, you will create a user journey, which is a visualization of the process that a person goes through in order to accomplish a goal. It’s used for understanding and addressing customer needs and identifying pain points.

  • Leverage key interviewing techniques to develop interview goals.
  • Collect insights and data to explore unmet user needs.
  • Create a user journey diagram, identifying pain points in the journey.

Insights are collected from Stanford’s Lead preview course and other websites. (Not my own content.)

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