Page 124 - The Design Thinking Playbook

3 Document results

In our experience, it is of vital importance to document the results. In so doing, we actively observe how As an alternative, we can choose the following areas for the four
the users use (and misuse!) what we have given them. We do not immediately correct what our test quadrants: “I like…,” “I wish…,” “What if…,” and “What is the
person is doing. Photos or video recordings are very suitable for documentation. We always ask the users benefit?”
for their permission. Digital tools make documentation easier, but be careful not to forget to use them. To This method can be easily applied to groups consisting of two to over
elict richer answers, we probe with further questions. It’s very important and often constitutes the most 100 people. The simple structure helps to formulate constructive
valuable part of the tests. Questions can be, for example, “Can you say more about how it feels to you?” feedback.
“Why?” and “Show us why this would (not) work for you.” Ideally, we answer questions with questions:
“What do you think this button is for?” Resist the temptation to conduct a marketing or voice-of-the- Giving feedback is one thing, receiving feedback quite another. When
customer survey! we receive feedback, we should see it as a gift and express our
gratitude. We listen to the feedback and do not have to answer in
The use of a feedback-capture grid has proven quite useful. It facilitates the documentation of feedback, any way. In addition, we should avoid justifying ourselves and simply
either real-time or from presentations and prototypes. We use the grid to capture the feedback systemati- listen well. At the end, we ask again if haven’t understand something
cally and deliberately in four main areas. or if something is still unclear to us.

• What do we like?
• What wishes do we have?
• What questions have cropped up?
• Which initial ideas and solutions have we found?
4. Infer learnings
Filling in the four quadrants is pretty easy: We write each piece of user feedback in the suitable quadrant
category. The insights serve to improve our prototypes and adapt the persona.
Going through the iterations is crucial here; it contributes to constant
FEEDBACK-CAPTURE GRID learning.
The purpose of testing is to understand needs better and build up
empathy. The approximation and constant improvement—as well
as, again, failure and mistakes—achieve the learning effect. We all
Like Wishes
Things that somebody likes or Constructive criticism know the banal-sounding expression “fail fast—fail often.” Early and
that are worth mentioning frequent failure is indeed an important element of design thinking and
contributes significantly to realizing market opportunities in the end.
Questions Ideas At the end of the testing, it is important to document both the findings
cropping up during the experience generated during the experience or and the test well and share both with the team.
presentation

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