In my previous post I was theoretically talking about design thinking. But I thought that it would be interesting to share with you some concrete example I have working on for a client project:
1st step: Empathize
So in order to empathize it is important to define the target / personae. Let’s assume our target is 35 – 45 active professional woman. So the idea during Empathize step is to try to put our feet in her shoes. As working canvas I have been using an empathy map – see below an example that can be found easely googling
What would our personae thinks, says, feels, hears, listens, sees, what are their pain and what are her gains? The intent here is to try to identify the non-conscientious needs. One quote I love comes from Henry Ford : »If I had asked people what they wanted they would have answered faster horses « (in place of T type Ford). This step can be difficult depending on the personae you try to work with. Trust your instinct and if you don’t, get out, observe, discuss become an ethnologist and try to discover hidden needs.
2nd step: Define the issue, what is the challenge we try to solve ?
Time to challenge status quo and and pre-identified challenges using the multi « why » approach. Let’s take an example:
- I am not working out.
- Why ?
- Because I am missing time.
- Why do you miss time ?
- Because I need to get to the Gym and it is far away.
- Why do you need to get to the Gym ?
- Because I need to meet a coach and have fun spinning classes and access workout machine.
- So what if you don’t need to get to the Gym and remotely get access to a coach or have the coach coming to you in a near area ?
It is critical to really identify the deep need from your customer not to miss your target.
3rd Step: Ideate
Fun is starting now. It is time to regroup. The idea here is to pick a limited number of people, picking the right people coming from different horizons. The intent is to be as much as possible creative. Quantity is Key at this stage. In order to be effective let’s figure out quantitative objectives as providing 25 ideas each in 10 minutes. No rules, every ideas count from the most crazy to the most grounded. When the exercise will be completed it will be time to filter and keep what would be aligned with the RPV (Resources, Processes and Values). Why because at the end of the process we need to build a Business Case and create value for both users / consumers and ourselves.
Step 4: Prototype
My best friends: Lego, cardboard, Tape markers and glue. The idea here is to go fast. Intent is not to build the ultimate product but to craft something that will be sufficiently realist to ask your consumers to discuss on – would this answer your need ? Assuming you build wire frames, will the functionalities support intent of your website ? at this point prototype is just a point of discussion to get feedback and to identify what should be the MVP (Minimum Valuable Product)
Step 5: Test
Time is due to use and leverage your prototype and get maximum feed backs – Be sure to manage expectations as your 1st delivery is a MVP – nothing is perfect there – this is only a first iteration. Collect a maximum of information in order to be sure to start a gain your wining creation cycle and be ready to deliver your next iteration.