Design Thinking
Key question
What is the actual problem?
Following the research, there are plenty of notes on the table. Now it is all about identifying patterns and framing the problem in a way that provides direction without anticipating the solution.
Learning objective: You are able to group insights, develop a persona, and formulate a point of view as well as "How might we...?" questions.
A problem well put is half solved.
4.1 / Synthesis
From many notes emerge a few patterns.
During affinity mapping, the team writes each finding on a separate note and groups the notes based on similarity. The groups are given headings that describe the pattern.
It is important not to sort by people or interviews, but by themes. This reveals needs that are shared by multiple people.
Sort by topic, not by person.
4.2 / Persona
One person instead of a target audience.
A persona is a fictional, but research-based person. It brings a target audience to life and helps the team design for someone specific. It includes:
01
Name and situation
Who is this person, how do they live?
02
Goals
What does she want to achieve?
03
Frustrations
What is it failing on today?
04
Quote
A typical sentence from the interviews.
A persona is only as good as the research behind it. Invented traits with no basis in observation are misleading. Learn more about users' perceptions in Design Psychology, Section 5.4 Mental Models; how personas are used in marketing is covered in Marketing Fundamentals, Module 02.
A persona without research is fiction.
4.3 / Point of View and HMW
The problem as a statement, the task as a question.
The Point of View summarises the insight into a single sentence: [User] needs a way to [need], because [insight]. The need is a verb, not a solution.
This leads to "How might we...?" questions (known in English as 'How might we'). They reframe the problem into an open-ended design challenge. A good question is narrow enough to get started, yet broad enough to inspire plenty of ideas.
Needs are verbs, not solutions.
Exercise
From the map to the question
Task: Condense your research into a clear problem statement.
STEP 1
Write down all your findings on sticky notes and group them by topic.
STEP 2
Choose the topic with the greatest suspense and develop a persona.
STEP 3
Formulate a point of view and check: is the need a verb?
STEP 4
Collect five HMW questions and choose one for ideation.
Evaluation: Would someone from your interviews recognise themselves in the point of view?