Infuse design thinking and innovation into your day-to-day work. Creating new value and tackling big problems isn’t contingent on a prescribed sequence or linear design process. It’s about maintaining a core set of principles that create the foundation for a flexible, behavioral methodology to tackle any situation. See and Experience is about developing empathy and understanding to identify the ideal state

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SEE and EXPERIENCE
Developing understanding and empathy to identify the ideal state

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3. “If you want to understand how a lion hunts,
don’t go to the zoo. Go to the jungle.”
F R A N K C H I M E R O

4. See and Experience

5. What are ways
you get to know
a new friend?

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What are ways
you get to know
your target?

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Why do we approach consumers differently than friends?
WIDE REACH
We are trained to think that
in order to reach the most
number of people, we need
to hear from a lot of people.
DATA OVERLOAD
With so much existing
information at our fingertips,
it’s easy to assume the
answer’s already in there.
OLD NEWS
We often think that once
we’ve been at it long enough,
there’s nothing new to know.

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QUANTITATIVE
Broad identification of what,
via patterns and trends.
Good for informing where to
start and confirming and
refuting hypotheses.
QUALITATIVE
Deep understanding of why,
via problems, values and needs.
Good for inspiring new
solutions and identifying
“white space” opportunities.
8
Each method of collecting information drives a particular result
Mobile
journaling
Social listeningA&U
Ethnographic
interviews
Experience

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10. User research, Jacques and Eleanor

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What does the video add to your
understanding of pet ownership?

12. Understanding what
people value leads to
new opportunities

13. See + Experience
Establish a personal connection to the
problem space and build empathy
Immerse in the problem space and
understand behaviors and context

14. See

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Seeing has
deep roots in
anthropology
MARGARET MEAD

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Seeing provides new information
Even brief visits into the field can be revealing

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Seeing
provides
context
The circumstances that
influence behaviors, needs
and priorities
TIME OF DAY LOCATION WHO YOU’RE WITH
“It depends on…”

18. What makes for a convenient meal?

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Context helps explain
the inconsistencies
between what people
think, say, and do
Understanding the influence of
different circumstances, like time
of day, uncovers different needs
Breakfast = PORTABLE
Dinner = QUICK AND EASY
Weekend = CUSTOMIZABLE

20. Experience

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Experience builds empathy
Direct, visceral experiences allow you to build
empathy and relate in a personal way

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ROLE PLAYING
Experience can
take many forms
USING PRODUCTS
SEEING WHAT THEY SEE READ WHAT THEY READ

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‣ Understand what makes them happy
‣ Narrate a daily routine
‣ Ask their opinion
‣ Get a tour of their space
‣ Try out products
Speak directly with users
about their experience
TIP #1

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‣ Look for patterns
‣ Identify inconsistencies
‣ Count
‣ Map
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Observe how people
actually behave
TIP #2

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‣ Experiment with products
‣ Simulate
‣ Try a new role
Walk in their shoes
TIP #3

26. Thank you!
L e a r n m o r e
s a l e s f o r c e . c o m / w o r k d i f f e r e n t l y
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