Understanding and learning from the user through observation, reflection and conversation.

  • Who is the user?
  • What does it really matter to the user?
  • Observe everything around the subject you want to study, not just the people, products or services in use, but also the context. Sometimes the main needs relate to these external factors more that to the activity or product itself.
  • Have an open mind and be ready to truly listen, without interrupting, judging or correcting.
  • Be curious, always ask why, even if the answer seems obvious to you. This way we will not only detect basic problems but also unstated needs.

Defining the problem or challenge we want to solve by synthesizing the information gathered in the research phase (observations and conclusions)

  • What are the real needs and expectations of the user towards the topic?
  • What problem or need do we want to solve?
  • Don’t try to go further in detail of each piece of data collected. Instead, try to understand the most relevant patterns in order to determine the main highlights of the research.
  • Analyse the data gathered using a holistic approach in order to come up with opportunities that are really based on people’s needs and expectations.
  • Avoid coming up with solutions and just focus on reaching a deeper understanding of the problem at this stage.

Creating as many creative solutions as possible

  • Are we willing to solve an uncovered need or to improve an existent solution?
  • Are we willing to create a service, a product or an experience?
  • Suspend judgement, do not criticize or object to other participant’s ideas.
  • Suspend reason, wild ideas are welcomed.
  • Build on your colleagues’ ideas.
  • Go for quantity, not for quality
Idea Selection

Building representations and fast models of the concept or idea in order to show it to the final user and get feedback from her / him.

  • What do we want to check with the user?
  • ¿How can we show the idea /concept as soon as possible?
  • ¿How can I easily simulate a situation or context in which the user will experience our idea?
  • Determine what values or characteristics need to be tested later in order ensure the prototype shows how all them are solved.
  • Prototype fast: the sooner you can check an idea with the user (even if the look differs a lot from final concepts) the less time you will spend creating the wrong thing.
  • Go to the “Minimum viable prototype”; find the easiest way to show the main characteristics to be tested later.
Basic experience

To test is to share prototyped ideas and concepts with users. Testing the concepts with the user will help discover problems or bottlenecks in your design. Put your prototype in front of real customers and verify that it achieves your goals.

  • What Works and what doesn’t?
  • What does our user values more from the proposed solution? What values less?
  • What improvement and user suggestions does the user think that would lead to a better concept?
  • Select the most important tasks to the product/service overall, not only the tasks related to the newest features.
  • Do not disturb the use, since any distraction will bias the results; so avoid asking for feedback or explanations of their behaviour until they’re completely finished.
  • This must be an assessment of how your target users perform with your solution or concepts: using your target audience is essential.
Feedback collecting