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Courses

Innovation

By Mark Lawson

The innovation course provides a structured yet creative approach to generating a list of innovation ideas that tackle current problems & unlock future opportunities.

Mark Lawson

Mark Lawson

Senior Business Consultant
Innovation Course

Empathise

Empathise

The importance of being human centred

"People Ignore Design that Ignores People"

Frank Chimero, Shape of Design

In the empathise stage, your goal, as an innovator, is to gain an empathic understanding of the people you’re designing for and the problem you are trying to solve. As well as gaining a unique insight.

In order to do this you need to:

  • Develop empathy, understandings, experiences​
  • Set aside your assumptions of what the problem might be an observe and gain insight to the customers world.​
  • Remain focused on customer's world.

Customer Personas

Creating personas is an effective way to focus on your user and ensure that you are designing for their top needs. Personas are a representation of your target user - their typical characteristics, challenges, and desires.

...but beware customer personas can be misleading, and need to be used to drive insight.

Who could these be?

Person A
who is this

Born in 1948
Grew up in England
Married Twice
Has children
Successful, rich
Takes vacations in the Alps
Likes dogs

Person B
who is this

Born in 1948
Grew up in England
Married Twice
Has children
Successful, rich
Takes vacations in the Alps
Likes dogs

Jobs to be done

Jobs describe the things your customer are trying to get done in their life:

Something your customer / user to solve a specific task or solve specific problem. Eat healthily, write a report, log on.

When you customer wants to look good or gain power or status. Describe how user wants to be perceived by others. Look in control, perceived as competent.

When customers seek a specific emotional state, such as feeling good or secure. i.e. seeking peace of mind that issue is not going to happen.


Customer Profile

Job Story

When

Situation

I want to

Motivation, Forces

So I can

Expected outcomes

Key Insights

Persona, Character, Role

Wants

Action, Situation

Because

Aim, Need, Outcome

But

Restriction, Obstacle, Friction

User Stories

As

Persona, Role, Type of user

I want

Action

So that

Outcome

Gift Giving Scenario

Your Mission:
Redesign the Christmas present giving experience… for someone close. Start by gaining empathy.
1. Interview
2. Dig deeper

Supporting Documents

Customer Profile

PDF


Jobs to be Done - Job Story

PDF


Empathy Map

PDF


Key Insights - Ab Lib Script

PDF