In this step, you will involve your users. It is the people who are most affected by the challenge. It is for their sake that you try to find solutions to the challenge.

It is valuable to collect information directly from your users. You want to learn how they perceive, feel and behave around the challenge. You want to gain a deeper understanding of why the challenge exists and what users need to defeat the challenge.

Tip! You may already have an idea of what users need - great! This step gives you the opportunity to confirm your opinion by observing and listening to the users.

This step can be challenging, but at the same time many people think it is one of the most rewarding moments in the innovation process. If you feel you need help do not hesitate to contact the innovation leader on your management!

Select the exploration method

There are many methods for exploring people's experiences and perceptions. Below are three basic and effective methods.

Select one or more of these methods. Whenever possible, combine several of the methods to gain a more nuanced understanding of the users' situation.

Example: You can use both interviews and observations to hear what your users are saying about the challenge and see how they actually behave.

2. Interview a user

This method is good for listening to the user, about how he experiences the challenge, and for capturing the user's perceptions and feelings.

Interview a user


3. Observe a user

This method is good for seeing how the user handles the challenge in real life, and is effective in gathering circumstances and details that affect the challenge.

Note a user


4. Be a user

This method is good if you want to gather first-hand knowledge of an existing service.

Be a user


5. Good job!

Awesome, you did it! You went out, explored and collected important information about how users experience and feel about the challenge. And you probably learned a lot about both the users and the method you used.

Take a moment and write down some reflections that can help you in the future. Maybe there was something that surprised you or that you can do a little better next time? You can do this yourself, but it's more fun to do it with the team.

When you are done, you can continue with the next step: 5. Find patterns and prioritize.