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CUSTOMER DISCOVERY

FRAMING THE CHALLENGE
“You're gonna have
to serve somebody,

Well, it may be the
Devil or it may be
the Lord

But you're gonna
have to serve
somebody”
d.

hasso plattner
Institute of Design at Stanford

d.

hasso plattner
Institute of Design at Stanford

d.

hasso platt
Institute of D

d.

An Introduction to Design Thinking
In One Hour

hasso plattner
Institute of Design at Stanford

d.

hasso plattner
Institute of Design at Stanford

d.

hasso p
Institut

d.
That was a
Problem Solving approach
to innovation...
Your Mission: Design something USEFUL & MEANINGFUL
(You are NOT
for your partner. Start by GAINING EMPATHY: designing a wallet.)

1) Interview 1:

2) Interview 2:

NOTES/SKETCHES:

NOTES/SKETCHES:

00:05 per person

00:03 per person

What stood out to you? What are you curious about?

What surprised you?

Ask your partner to introduce themselves to you by walking you
through the contents of their purse or wallet. Ask questions.

Go deeper. Find out more about your partner.
Forget about the wallet and dig for specifc stories.

INSIGHTS:

INSIGHTS:

00:01per person

00:01 per person

Swith roles & repeat Interview 1.

Swith roles & repeat Interview 2.
Articulate your current POINT OF VIEW:

3) Inventory possible NEEDS:
name

EMPATHY

4) DEFINE a Problem Statement:
name

NEEDS A WAY TO

things they are trying to do (needs):

user’s need

in a way that makes them FEEL
insight/meaning

ways they want to feel (insight/meaning):
[my problem statement]

00:03

00:03

to bring to the next page!
Ideate: generate alternatives to test.

5 Sketch 3-5 radical ways to meet your user’s needs. 5min
write your problem statement above

6 Share your solutions & capture feedback. 10min

(2 sessions x 5 minutes each)

Notes

d.

Switch roles & repeat sharing.
FEEDBACK
Synthesize Learning:
7) REFLECT to deepen your EMPATHY: 8) (RE)DEFINE your Problem Statement:
New things I’ve learned about my partner and his/her NEEDS:
name

NEEDS A WAY TO

user’s need

in a way that makes them FEEL
insight/meaning

New things I’ve learned about my SOLUTIONS and my
APPROACH to meet my partner’s needs:

[my problem statement]

to bring to the next page!

00:03

00:02
Iteration #2!
9) Generate a new SOLUTION

EMPATHY + PROTOTYPING + FEEDBACK

Sketch your big idea, note detail if necessary!

[put problem statement here]

00:03
RAPID PROTOTYPING + FEEDBACK

10) BUILD your solution.
Make something your partner can interact with!

[not here]

00:08

11) SHARE your solution + CAPTURE feedback.
+ [What worked...
- What could be improved...

? Questions...

00:05 per person
Swith roles & repeat sharing.

! Ideas...
BE MINDFUL of

your innovation process:

REFLECT

12) REFLECT on your design thinking process:
1. Was your final design the same or different than your ideal design?
2. Where did you get stuck?
3. When did you get your a-ha’s?
4. How did EMPATHY contribute to your design?

5. How did PROTOTYPING alternatives contribute to your design?
6. How did FEEDBACK contribute to your design?
7. How would you improve your process?

00:05
DESIGN IS A PROCESS:

collaborate
accept

EMPATHY

iterate

synthesize

DEFINE

TEST

stoke
show

PROTOTYPE

IDEATE

select
Image from “Business Model Generation” Osterwalder & Pigneur
©2013 Slingshot Venture Development
PA R T 1 : W H Y ?
One Tribe

image by Dylan Walters flickr.com

- Same need
- Same selection criteria
- Same channels
• Who are your users?
• Job
• Needs

• Who are your customers?
• Budget
• Goals

• Current Solutions
• Advantages
• Disadvantage

• What is the gap?
GET OUT OF THE
BUILDING !

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SVD 2 Customer Discovery

  • 2. “You're gonna have to serve somebody, Well, it may be the Devil or it may be the Lord But you're gonna have to serve somebody”
  • 3. d. hasso plattner Institute of Design at Stanford d. hasso plattner Institute of Design at Stanford d. hasso platt Institute of D d. An Introduction to Design Thinking In One Hour hasso plattner Institute of Design at Stanford d. hasso plattner Institute of Design at Stanford d. hasso p Institut d.
  • 4.
  • 5. That was a Problem Solving approach to innovation...
  • 6. Your Mission: Design something USEFUL & MEANINGFUL (You are NOT for your partner. Start by GAINING EMPATHY: designing a wallet.) 1) Interview 1: 2) Interview 2: NOTES/SKETCHES: NOTES/SKETCHES: 00:05 per person 00:03 per person What stood out to you? What are you curious about? What surprised you? Ask your partner to introduce themselves to you by walking you through the contents of their purse or wallet. Ask questions. Go deeper. Find out more about your partner. Forget about the wallet and dig for specifc stories. INSIGHTS: INSIGHTS: 00:01per person 00:01 per person Swith roles & repeat Interview 1. Swith roles & repeat Interview 2.
  • 7. Articulate your current POINT OF VIEW: 3) Inventory possible NEEDS: name EMPATHY 4) DEFINE a Problem Statement: name NEEDS A WAY TO things they are trying to do (needs): user’s need in a way that makes them FEEL insight/meaning ways they want to feel (insight/meaning): [my problem statement] 00:03 00:03 to bring to the next page!
  • 8. Ideate: generate alternatives to test. 5 Sketch 3-5 radical ways to meet your user’s needs. 5min write your problem statement above 6 Share your solutions & capture feedback. 10min (2 sessions x 5 minutes each) Notes d. Switch roles & repeat sharing.
  • 9. FEEDBACK Synthesize Learning: 7) REFLECT to deepen your EMPATHY: 8) (RE)DEFINE your Problem Statement: New things I’ve learned about my partner and his/her NEEDS: name NEEDS A WAY TO user’s need in a way that makes them FEEL insight/meaning New things I’ve learned about my SOLUTIONS and my APPROACH to meet my partner’s needs: [my problem statement] to bring to the next page! 00:03 00:02
  • 10. Iteration #2! 9) Generate a new SOLUTION EMPATHY + PROTOTYPING + FEEDBACK Sketch your big idea, note detail if necessary! [put problem statement here] 00:03
  • 11.
  • 12. RAPID PROTOTYPING + FEEDBACK 10) BUILD your solution. Make something your partner can interact with! [not here] 00:08 11) SHARE your solution + CAPTURE feedback. + [What worked... - What could be improved... ? Questions... 00:05 per person Swith roles & repeat sharing. ! Ideas...
  • 13. BE MINDFUL of your innovation process: REFLECT 12) REFLECT on your design thinking process: 1. Was your final design the same or different than your ideal design? 2. Where did you get stuck? 3. When did you get your a-ha’s? 4. How did EMPATHY contribute to your design? 5. How did PROTOTYPING alternatives contribute to your design? 6. How did FEEDBACK contribute to your design? 7. How would you improve your process? 00:05
  • 14. DESIGN IS A PROCESS: collaborate accept EMPATHY iterate synthesize DEFINE TEST stoke show PROTOTYPE IDEATE select
  • 15.
  • 16. Image from “Business Model Generation” Osterwalder & Pigneur
  • 17.
  • 19. PA R T 1 : W H Y ?
  • 20. One Tribe image by Dylan Walters flickr.com - Same need - Same selection criteria - Same channels
  • 21. • Who are your users? • Job • Needs • Who are your customers? • Budget • Goals • Current Solutions • Advantages • Disadvantage • What is the gap?
  • 22. GET OUT OF THE BUILDING !