Students must gain Insight into the needs of the target group(s). What is the problem of your target group? Extensive research into the needs, requirements, situations and relationships of the target group is therefore required and it is important for students to have an understanding of their emotions. Why is it a problem?
You can only design a valuable solution when you have a deep understanding of the needs, problems and motives of the target group. The solution/the design/the idea needs to provide an answer to the actual questions or needs. The context or situation of the target group, or the (envisaged) questions or problems partly determines the direction in which the solution must be sought. Are any alternatives already available? Have all the options been examined?
Start with a perception or an experience to create involvement. This can be achieved through engaging someone with practical experience, an expert or an excursion, but it is important that the students experience the problem themselves and are able to identify with the problem. Incorporate the acquired experience and existing knowledge in a mind map, which can be expanded with new information at a later stage. Creating a mind map is a good way of organising thoughts, structuring ideas and separating main and minor issues. Visualisation forms an important part of Design Thinking.
The next step is that students can expand their insight by trying to find answers to questions such as: What problems does the target group encounter? What would make life easier/more pleasant? They can study how the people from the target group in question act and why, what are their views on life, what is important to them, what drives them? A source study can of course be of interest (and may even be necessary) to provide answers to these questions, but it is more effective if the students observe the target group and conduct interviews/surveys. In order to gain a good insight, it is essential that the designers cast aside their own preconceptions and assumptions. The new information can be included in the mind map
Imagine: you need to find a unique gift for your best friend’s birthday (problem), how can you ensure that your gift is the best and most unforgettable gift ever?
Firstly, you will need to put yourself in your friend’s shoes. You need to investigate the facts and circumstances: hobbies, age, living situation and consider his emotions: what does he love, what does he hate, what are his core values, motivators, etc. In this case, you can delve into your personal experiences with this person (risk: assumptions, preconceptions), but of course an interview with the person or his loved ones would be better. And of course you can also search the internet for inspiration. Once you know everything there is to know about this phase, you are “ready to define!”
An international group of students in the Talent Education project is looking for solutions to the problem of depression among young people. Through interviews, study of literature and many conversations, they considered needs of potential target groups: who are they and what do they especially need? In addition, they have thought carefully about underlying factors (insights).
Create an experience
Don't speed up to the next phase!