Identifying problems

Find the problem

Customers are always right

You’ll hear lots from your customers, so how do you bring it all together to work out what their main problems are and how your innovation can change that? A good first step is to create personas of your different customer types, to classify what you’re hearing from them.

A customer persona represents a cluster of users who exhibit similar behavioural patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. Personas answer the question, ― who are we designing for? Learn how to create personas here.

Question: Personas let you design well and add value

Question: Personas help you conduct market analysis

Question: Personas let you identify messaging and communications

This is all about Design Thinking. Check out this video on the way to approach customers by really walking in their shoes.

Question: The best way to approach customers is to show empathy

Question: You should use customers to help you brainstorm

Question: You should reject any idea that seems a little bit crazy

Question: Reject any idea that is conventional

Question: You should always build a prototype

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