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Read our guide to prototyping new ideas. It should be useful to any organisation or individual with an untested idea.
"The Ten Types framework is simple and intuitive. It is a useful tool you can use both to diagnose and enrich an innovation you’re working on, or to analyze existing competition. "
"Empathy is when you can feel what another person is feeling. Empathy is the foundation of a human-centered design process; by deeply understanding people we are better able to design for them."
"This is the power of the JTBD concept and technique: It helps the innovator understand that customers don't buy products and services; they hire various solutions at various times to get a wide array of jobs done."
"Conversation Starters are all about getting a reaction and sparking dialogue. The idea here is to suggest a bunch of ideas around a central theme to the people you’re designing for and then see how they react."
"Take a good long look across your interviews, Analogous Inspiration, and other learnings. Have any patterns emerged?"
"Now that you’ve got a huge amount of notes, photos, impressions, and quotes, it’s time to start making sense of them."
"A stakeholder map is a visual or physical representation of the various groups involved in a particular service."
The book takes you through the story of two entrepreneurs doing customer discovery for the first time, and then proceeds to give you concrete tactics, tools and examples to answer key questions such as:
Who do you need to learn from?
What do you need to learn from the market?
How do you find the right people to interview?
How can you ensure an effective session?
How do you turn observations into decisions and actions?
How can you avoid the most common mistakes people make?
In this blog post, Steve Portigal discusses a project where he interviewed users and shares his field guide for the interviews (scroll down to the end).
[PDF Download - Free] Scroll down for a free download of a simple persona template.
[PPT Download - Free] This is a starter kit for journey mapping using PowerPoint.
[PDF Download] Journey Map canvas template you can print and use on your projects
"More than rambunctious interior decorating, our walls have purpose. They’re vertical ‘campfires’; places where teams connect, stakeholders gather quick insight, and passersby take inspiration and add to them."