Summary
Summary Design research: chapter 4: insights
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Fold a blank sheet of paper into 8 equal sections and set a timer for 8 minutes. In each of the eightsections, sketch or write down different ideas or solutions as fast as you can. Use simple sketches or short
phrases. Once the time is up, gather the ideas and review them as a group or individually.
- Purpose?
A fast way of idea generation by working with speed coupled with limited time.
* Negative brainstorm
- What is it?
Think of solutions for problems that wouldn’t work, make it worse or are the opposite.
- Purpose?
Coming up with ideas around challenges where people are prone to doom or gloom and especially suggests
‘yes, buts’
* Vision typing
- What is it?
Outline the rough plan about where you want to go with a product or service.
- Purpose?
Ties all the previous techniques together.
* Cover story/ poster
- What is it?
You design a poster or a story with the vision of your idea/concept over X years. (1,2,5,10)
- Purpose?
To provide a plausible and compelling story/poster that conceals the true intent or details behind an action
or strategy.
* User flow as storyboard
- What is it?
Create a visual representation of a user's journey through a product or system. It's a valuable method for
understanding and improving the user experience by depicting how users interact with a digital interface or
application.
- Purpose?
It helps teams and stakeholders better understand the user experience by visualizing it as a narrative. It
highlights areas where users might encounter difficulties or confusion. By focusing on the user's
perspective and emotions, it encourages user-centered design thinking. Its a clear and compelling way to
communicate design ideas and user journeys to team members and stakeholders.
4. Insights
a) Customer journey
* Approach
Research synthesize your data interpret your insights
validate your assumptions communicate your results
* Definition
A visual representation of the steps a prospect follows to accomplish a goal
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