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Of the ‘Unknown Unknowns’ and the ‘discovery’ stage in Design Thinking

discover

When you set out to study your customers, you must keep an open mind about the questions that need answering, for you might not even have the right questions. The ‘unknown Unknowns’.

Deepa Bachu, the CEO and Cofounder of Pensaar spoke at the ProductGeeks Conference 2018 on the design thinking process that has enabled her firm to work with the leading firms of the day.

In this part of her talk, Deepa speaks about the ‘Discover’ stage of her design thinking process -part of 5 non-linear stages – discover, insight, dream, disrupt (which you can read more about here).

https://www.youtube.com/watch?v=wa5Lwvm_a54

Key Takeaways:

  • Exploring the ‘unknown Unknowns’ about the customer. When you set out to study your customers, you must keep an open mind about the questions that need answering, for you might not even have the right questions. The ‘unknown Unknowns’.
    Sticking to a rigid list of questions that are not flexible to incoming evidence during research would be unhelpful.
  • Research. Deepa mentions how her firm goes about conducting research in a methodical manner, collating primary, secondary and other information to ensure there is no bias and that true insights can be discovered.
  • Listening and observation. Listen and observe your customers very carefully. There is much to learn from going out in the field and simply watching your customers go about their business. And both of these are skills that need to be honed carefully.

We will be sharing more of Deepa’s talk going forward, so make sure you’re subscribed to the NextBigWhat Youtube channel. Also check back on the site frequently for updates.