Making the Problem Real
Traditionally, the innovation process begins with empathy – discussions where we try our best to understand people's unmet needs. Based on insights gleaned from these conversations, we ideate, prototype, and then test, validate, co-create. We believe incorporating micro-feedback loops and living provocations can help teams get to more nuanced insight, driving more differentiated ideas. So, what is this all about?
Make the Problem Real
Use living provocations – sketches, mockups, existing products or services – during your initial problem immersion phase. It's one thing to ask consumers about their experiences or problems; it's quite another to have them interact with even a paper wireframe and engage their brains in creating a better future, experiencing pitfalls, and discussing them with you. This approach transforms empathy into a creative and active process.
You might have them try:
Clicking through a platform your team is aspirationally looking to match in quality of UX
Using the current version of the product or service you're looking to improve upon
Walking you through their least favorite / most frustrating product or service in the design space you're working in
Creating a paper wireframe or drawing a prototype of their ideal solution with you
Trying out a solution in a different industry to yours that solves a similar problem and talking to you about what works and what doesn't
Asynchronous Creation through Micro-feedback
Don't leave them hanging after the problem exploration phase! Go back to them with asynchronous feedback tools like digital diaries for micro-feedback loops, where they can test early versions of your concepts and give you feedback on them in between or before big research / validation efforts (like large-scale qualitative and quantitative studies).
