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.
10. 1508™
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
1508™
11. 1508™
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
55. 1508™
Users
Saying “user” strips a person of their
circumstances… It eliminates context
and reduces people to a single act.
Adam Lefton
Content strategist, Paypal
56. 1508™
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
60. 1508™
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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66. 1508™
We sell the best
feminine products
and menstrual
information
Sell the product approach
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67. 1508™
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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69. 1508™
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?
75. 1508™
“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
1508™