an approach to solving design
problems by understanding users'
needs and developing insights to solve
Understand Observe Synthesize Ideate Prototype Iterate
The process in theory...
Gain basic knowledge so you know the right questions to ask
-Web research (but go beyond Google)
-Brief interviews for background
-Reach out to friends who may be connected/have information on domain
Gain empathy with your
target users by talking to
them and observing them
you need to understand your audience even better than
they understand themselves
the only way you’ll get there is to develop a deep
empathy for their habits, beliefs, quirks, workarounds...
Keep asking WHY?
Loops of questions
Observation is powerful
Come up with a point of view statement that will inform your
You can't design for
everyone, and you can't
fix every need you
Instead, tightly focus on
based on your point of view,
generate as many ideas as
Write nonstop for a set period of time (10–20 minutes).
Do not make corrections as you write.
Keep writing, even if you have to write something like, "I don't know what to write."
Write whatever comes into your mind.
Do not judge or censor what you are writing.