INTENT

STEP

CUSTOMER DATA

DESIGN THINKING

TEAM AND ORGANIZATION

Contextual Inquiry

• Gather detailed data needed for design

• Discover implicit aspects of work that would normally be invisible

• Put technical experts in the customer data

• Stimulate the recognition of implications for design

• Build the team through shared experiences

• Collect concrete data to resolve conflicts

Interpretation Sessions

• Use the while team’s perspective to see what matters in the work

• Capture all aspects of one customer’s work efficiently

• Manage the good of insight from all team members

• Capture design ideas as they come

• Share preliminary design ideas to start cross-pollination

• Bring multiple perspectives to bear on the data

• Teach team members the perspectives of other organizations

• Keep everyone engaged in processing the data

Work models

• Create a coherent representation of work practice

•  Record actual user data to check the system

• Distinguish between opinions and real data

• Reveal aspects of work that matter for design

• Capture elements of work in a tangible form

• •Feed market stories, scenarios, and planning

• •Create a culture in which concrete data is the basis for making decisions

Affinity diagram

• Organize data across all customers to reveal scope of issues

• Provide a review of the data prior to consolidating and visioning

• Identify holes in the data

• Push from point fixes to systemic solutions

• Introduce inductive thinking

• Allow individuals to develop their responses to the data

• Share design ideas without evaluation

• Drive consensus about what the data means

• Make data easy to share

• Make key customer issues stand out Create the first step toward corporate knowledge of their customer

Work model consolidation

• Create one statement of the customer population

• Show common structure without losing variation across customers

• Reveal implications for design through dialog with each model

• •Create a map of customer population for planning, sharing, and reuse

• •Make it possible to validate understandings with customers