Page 34 - newDATAmagazine | 03>07>2021
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Is a known figure that around 90% of new core needs and most of them are common to
startups fail. That isn't bad of course, failure is all us humans. So we get out there and we
part of life and the best way for really learning. reach out to them. Whether bringing them into
But at the same time, wouldn't it be great to co-creation sessions or by connecting with
be on the 10% split? Well at least sometimes J. them in different User Research activities,
such as in-depth interviews (1 hour interviews
So how can we have more information about performed usually by anthropologists),
what people desire, what they really need? immersion activities (putting ourselves in our
Perhaps the best and easiest way is just to clients shoes always brings a new perspective
ask our users, involve them, bring them on and makes us feel what they feel) or
board and let them co-create our business with observation activities (being in a place and
us. Because at the end they are the ones we are actively observing is something we don't do
building things for. So it seems quite logical quite often and it's exciting the findings we can
that if we embrace them from an early start, get. Things that even our users aren't aware
chances are they will help us build something that they do or don't do).
that they really need and not something that we With all the collected information we
think they need, which quite often is very analyse it and organise it, clearing outliers and
different. finding themes and patterns of the main needs
This is where the Design Thinking process, and pain points.
and most important, the Design Thinking S o n o w w e h a v e a m u c h b e t t e r
mindset comes in. With empathy at its core, we understanding of the main needs we should
first look for Inspiration. Our goal is to find address, so we can focus on those and not try
those real needs, pains and jobs to be done from to build something that aims to solve too many
our users. And we don't even need to involve problems at once. Probably we wouldn't end up
many users. We are looking for the main and solving any of those efficiently.
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