2. Hearing people
1 Identify a design challenge
2 Recognise existing knowledge
3 Identify people to speak with
4 Choose research methods
5 Develop interview guide
6 Develop your mindset
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4. Step 1 2 3 4 5 6
Identify a design challenge
Frame it in human terms
Instead of framing it in terms of a technology, product, or service functionality, frame it
from the constituent’s point of view
Try to use terms like create, define, adapt or ‚how can we…?‛
Broad enough to allow you to discover the areas of
unexpected value
Instead of ‚How can we get people in villages to adopt savings accounts?‛ try
‚How can we create a financial safety net for people in villages?‛
Narrow enough to make the topic manageable
‚How do illiterate people manage contact information?‛ vs. ‚How do illiterate people
manage information?‛
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5. Step 1 2 3 4 5 6
Recognise existing knowledge
On post-its, write down what you
already know
What people need or want
What technologies can help in this challenge
Any early hypotheses about how to solve the
design challenge
Where is the team’s knowledge
strongest?
On the needs, technological possibilities, or how
to implement ideas?
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6. Step 1 2 3 4 5 6
Recognise existing knowledge
What you don’t know but need to
learn
What constituents do, think, or feel
How people value offerings
What constituents’ future needs may be
Challenges to the implementation of ideas
Group the post-its
What are the biggest research needs?
How should the recruiting strategy be tailored?
How can we categorise/theme this information
for the discussion guide?
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7. Step 1 2 3 4 5 6
Identify people to speak with
Thirds
Ideal people who are successful, adopt new technologies quickly
Extreme users who above average use, especially resistant, or exhibit
problematic behaviour
People who are in between or more ‘average’
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8. Hearing people
1 Identify a design challenge
2 Recognise existing knowledge
3 Identify people to speak with
4 Choose research methods
5 Develop interview guide
6 Develop your mindset
H C D
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