Discover Phase

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DISCOVER PHASE

After defining the challenge, the team moves to the Discover Phase.  This step involves…

  • Listing assumptions about what people need and desire and the contexts that shape those needs and desires
  • Reviewing current strategies to meet those needs and desires
  • Developing hypotheses about new and better solutions
  • Select people to interview and observe—the types of people for whom the solution will be built
  • Assign research roles to team members
  • If helpful, the staff could ask individuals beyond the organization (e.g., customers, outside experts) to lead the interviews and research, using the Essatory platform.
CONDUCT CUSTOMER RESEARCH

Method:

Team records and shares their observations and interviews to help answer fundemental questions about their target customer

Innomation tools will guide the team through a sequence of steps, analysis tools and voting methods to...

  • Collaboratively identify a list of target markets and customer segments
  • Hone in on the most attractive market and customer segments 
  • Guidelines on how to conduct primary market research such as: interact and talk with potential customers
  • Organize and share research findings with the team
  • Select a beachhead market
  • Build an end user profile using archetypes and personas
  • Enables the team to frame the field data in story formats with rich multimedia content that is easily edited, analyzed, and shared; This encourages deep customer empathy by bringing the persona to life

Archetypes

Desired Outcomes:
Deep, empathic understanding of the needs, desires, and contexts of the people for whom the solution is being built.  This understanding helps the team to develop creative solutions

 

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Guided Innovation
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