I've given 1 example per quadrant here for simplicity, but in reality you'd want to see patterns & trends across x amount of observations (what you saw & heard) for it to become an emerging insight & implication. ✨
Let's do another one!
What's fun is to see the tension between observed and expressed needs. That's where the kernel of a good idea starts.✨
Cook and cook dinner. 🤦🏼♀️ (What happens when I write with a toddler climbing on me.)
I could keep going all day. 🙃
What users say vs. what they do are usually two different things. Combine it with how you interpret it, though and it becomes a powerful thing. ✨
From here, you can create a bunch of "how might we" statements that you generate solutions around.
They can be high level like this, or broken down to be more granular. No right or wrong way ✨
Let’s pick one of the “how might we” statements to generate ideas around. ✨
Not surprised a food related hmw came out ahead at dinner time.
Idea generation at this stage shouldn’t be grounded in feasibility, constrained by tech or budget, etc. 💡
Interview x amount of users. It should be a large enough sampling to see trends and patterns in responses to your interview q’s. One designer leads, the other takes notes. Sometimes rounds of interview are helpful to regroup and rework the questions in between.
In interviews, ask why. A lot. Get to the real *why* behind their behavior. Let them talk freely, but guide the conversation and keep it on track. Avoid leading questions and confirmation bias.