In this Morgenbooster Cecilie Goodley Dannisøe and Mikkel Køster will talk about their experiences and perspectives on working with insights and the value they can offer in your work. In order to uncover insights we need to go beyond designing for average and truly understand how humans act, feel and behave. Designing great experiences require us to look for those nuances, otherwise, we might miss the hidden gems entirely.

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Uncovering the
hidden gems in
your research
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27.02.19 Morgenbooster

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Mikkel Køster
Senior Experience Strategist
Cecilie Goodley Dannisøe
Senior User Experience Designer

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Intro

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Have you ever tried to boil down
a ton of really great research
just to find the that the nuances
fade away in the process?
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Humans are hardwired
to make sense of things

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We need order to understand.
But sometimes what we see
and learn doesn’t make sense…

7. How do make sure that we
capture the nuances in our
research?
and make them actionable?
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By fighting the need to box
everything and allow for
multiple perspectives

9. Insights
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Powerful
research
can…
• Leads to a higher innovation potential
• Captures nuances about humans
• Ensures sustainable solutions
that do not rely and tech trends
• Allows you to truly work with empathy for
the people you design for in a tangible way
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The average person is a 24
year old Chinese man named
Mohammed with a cell phone
and no bank account.
We are trying to avoid…
Alex Morris
The Strategy Scrapbook

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Let’s dive in
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Why is this relevant?

14. Products and services emerge
at an increasingly higher speed
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15. Exponential value erosion of
existing products and services
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10:30
113 billion
https://www.appannie.com/en/insights/market-data/a-year-in-review-mobile-highlights-of-2018/
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Technology is just another fad
and features become outdated

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Technology is just another fad
and features become outdated

20. Yesterday’s wow,
is tomorrows ordinary
#liquidexpectations
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21. Direct
competitors
Experiential
competitors
Perceptual
competitors
They sell products that
compete with yours
They sell experiences
that replace yours
They change the expectations
your customer have for you
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22. Change in society is
occurring more rapidly
in the "modern" world
#liquidmodernity
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Find out what is lasting…

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So what does that mean
for our research?

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Perception Human

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Fall in love with the
problem, not the solution

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Fall in love with the
problem, not the solution

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Rather than focusing
on the problem…
We say

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We need to shine light on the
people that have the problem and
the underlying cause of the problem

32. The problem with
focusing on problems
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36. Possibility blindness
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37. Maslow
The law of the
instrument
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38. Understand the whole
problem space - and
not just a part of it
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39. Understand the whole
problem space - and
not just a part of it
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40. Find Discover
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41. Ken Olsen
Founder of Digital Equipment Corporation
1977
There is no reason
anyone would want a
computer in their home
“
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The most important thing
is what we don’t know

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known
knowns
known
unknowns
Things we don’t
know, we don’t know
Things we know,
that we know
Things we know,
we don’t know
unknown
unknowns

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48. Psychology tells us that
humans learn and grow
through experiences.
A known known…
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49. These former experiences helps us
create simple rules to make
good enough decisions…
Not perfect…just good enough.
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50. People are neither rational, involved
nor deeply committed customers.
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51. We are uncaring buyers who
will do anything to reduce the
effort in making a decision.
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We are
designing
for humans
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We are
designing
for humans
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So let’s not think
of them as users
or customers

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Users
Saying “user” strips a person of their
circumstances… It eliminates context
and reduces people to a single act.
Adam Lefton
Content strategist, Paypal

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Customers
Designing for customers narrows our focus to
only seeing them as someone who purchases
something and gets something in return.
Adam Lefton
Content strategist, Paypal

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Humans
Broadens our scope
and understanding
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Insights help us broaden our
scope and understanding

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What is an
insight?

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What isn’t an insight?
• Data is not an insight
• An observation is not an insight
• A customer wish or statement
of need is not an insight
• It’s those “aha moments”
• The ones where everyone will react with
a “fuck yes! that’s so true”
• An insight has less to do with a revelation
and more to do with a realization
vs
What is an insight?
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A good insight creates a
whole new way of thinking

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Insights expand our minds,
help us to understand and
inspire us to do great things
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A leap
forward
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Example time

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We sell the best
feminine products
and menstrual
information
Sell the product approach
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We sell the best
feminine products
and menstrual
information
Sell the product approach
At puberty girls feel
paralyzed by the fear of
failure, leading them to
avoid trying new things
Insight approach
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Memes can be a great source
of inspiration for insights

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How do you
know, you an
have insight?
Is there a conflict?
What is the tension?
Does it have the potential to
make people feel something?
Does it reveal something about humans?
Something that isn’t immediately obvious?

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This is what is lasting…

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Watch a master in action

72. Indsæt rigtig video

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The product
the wheel
Sell the product approach
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The product
the wheel
Sell the product approach
Why do
people look at
photographs?
Insight approach
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“Nostalgia, a twinge in your
heart far more powerful
than memory itself…
Don Draper
Mad Men
… it takes us to a
place where we
ache to go again.

76. Spoken needs
“what we can see”
Unspoken needs
“What we cannot see”
The things we can see,
ask about and observe
What we don’t say explicitly,
but what our actions show
Full
innovation
potential
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Summing up
Uncovering hidden gems

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It all comes down
to mindset

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Fight your urge to make
sense of everything

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This allows us to look at
our research in new ways
Hopefully uncovering hidden
gems in the process

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Alex Marris
Our motivation should
be to create more power
than the initial set of
ingredients would suggest
“

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Sum-up in 15
illustrations

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Thanks