Empathize: Using research to understand users
Identify your customers’ pain points
Get out on the field, observe and interview your customers
Turn pain points into prioritized list of goals
It all starts with in-person research to find out where your customers’ issues lie. In simple terms, this is the going out on the field phase through which you get to interact and interview people. This phase is important since customers hold the key to your successful design. This is where they can demonstrate and articulate to you the problems they have, whether influenced by environmental factors or process. Recognizing and solving these pain points will be greaty appreciated by your customers and also translates into business value for you and your design.
During this phase Empathy is key and core to your approach… You are not your users, but you will need to walk in their shoes to understand the world around them from their perspective. Observing your customers performing their tasks in real-time, then talking with them about their experiences, gives you insights you can’t get from sitting around a conference room table making assumptions or looking at a set of statistics or questionare results, which tell you what is going on, but not why. Once you have insights from your customer observations, you can turn these pain points into a prioritized list of goals for what your new product should achieve.
Even at this early stage, you can set some metrics so you know when you meet those goals. Many development projects just aren’t measured or we know they’re failing, but we release them anyway. Setting measurable goals helps you ensure that you really are delivering business benefit. You can measure early and often as you go through the iterative design thinking process.
Continue to the Define section to learn more about the Design Thinking process.