Page 120 - The Design Thinking Playbook

Why is testing so important?

Single-mindedly, Peter walks up to a pretty, elegantly attired lady in her mid-thirties, his prototype in hand. In tests with users, it is important to ask “why” in order to learn the
She is just leaving an exclusive shop for handbags and heads, loaded with bags, for her Bentley. She real motivation, even if we think we know the answer. Our primary
doesn’t look sick or anything but Peter doesn’t want to start the test with false assumptions. For Peter, the goal in a test interview is to learn, not to give reasons for or sell
situation is clear: first offer help, come across as a likable fellow, and build up empathy. Peter is glad to the prototype. This is why we don’t explain (too early) how it works.
carry the large shopping bags for the pretty woman. He asks if she would like to participate in the next big We ask for stories and situations in which our potential customers
innovation, and two minutes later the two are enjoying a glass of Champagne for the “user test” in the bar might have needed the prototype. Whenever possible, we collect
kitty-corner from the exquisite shop. and analyze quantitative data to validate the qualitative results. This
The young lady likes the naive questions Peter asks with the attitude and behavior of a “greenhorn,” so she approach allowed Peter to learn a great deal about life in Monte Carlo
talks a lot about herself but even more about the illnesses of the older gentlemen with whom she usually and on the high seas.
spends the warm summer nights in Monte Carlo. After one and a half bottles of Champagne—the mood Testing is an essential step in the design thinking process. Not
is cheerful indeed—Priya happens to walk by the bar. At least now we know what triggered Peter’s little infrequently, decisive change proposals appear during this phase that
marital crisis with Priya. Nonetheless, Peter has learned a lot about the application of his prototype, es- could enhance the quality of the end result substantially. In particular,
pecially that there is no Wi-Fi coverage on yachts on the high seas, so getting online support from doctors the fresh views of people who were not involved in the development
there would be impossible. of the prototype and thus are much freer in their assessment can pay
off quite well in the end. They can see prototypes through the eyes of
a customer or user.
With a lot of empathy

119