[MUSIC] In this video, we are going to focus on the role of observations and the translation of them into insights. So let's first address what the difference is between an observation and an insight. Once you have conducted your in context field research, you need to gather the various observations of what you saw and heard and make sense of it all. An observation is simply that. What you saw and heard. In other words, observation is a fact. So for example, fast food customers throw all their trash away in the same garbage bin despite the presence of a recycling bin. This is an observation. Insights are on the other hand are the emotional why. They layer the observation with meaning. An example of insight would be, the lack of clarity around what to do with different types of trash makes the fast food customer feel helpless, and how to participate in recycling programs. It's important to be mindful that the observations are only as valuable as the insights you can derive from them. The design innovator, must take those observations and frame them, into a narrative that is both actionable and inspiring. So how might we accomplish this? We recommend you organize your observations into theme buckets. What are the patterns you see? Are there consistent themes which emerge from users? Here are seven of the most common and helpful themes for you to use. There's no particular order or preference. Modes of behavior. These are the ways of seeing or doing within an experience. For example, when driving a car you can be in a rushed mode, a relaxed mode, or a multi-tasking mode. Strategies are ways of solving a problem. For example, picking up breakfast to eat in the car to save time. Activities are what people do to reach a desired goal. For example, to get dinner on the table, activities might include making a shopping list. Shopping, food prep, setting the table, negotiating family schedules, and the list goes on. Values indicate what people want from an experience. So for example, let's go back to dinner. Those values may include health, togetherness, joy. Life stages are major turning points in one's life such as marriage, a baby, a promotion. Pain points are problems or frustrations that people experience. For example, the lack of a personal touch in a service experience could be, checking luggage, waiting in an endless line and uninformed employees. Process steps are the discrete actions that people take to accomplish a goal. For example, browsing options, adding things to your online shopping cart, checking out, entering payment information and tracking the package. Now, let's take a look at a couple of examples, and deconstruct how we transition from observation to insight by using a particular theme to help frame our findings. Example one, we had a team project to develop new products to help people who are sick with the common cold. The theme we used was process steps, or the steps people go through to accomplish a goal. And we thought about the experience from start to finish of a common cold. What we observed, having a cold has many stages including diagnosis, denial, are you actually sick, and taking steps to alleviate symptoms so you can ignore your cold. Combining this with other observations we had from individuals at different points during the experience of a cold led to the development of the following insight. People's experience of a cold consists of four discrete steps that each have their own needs and behaviors. Example two, the challenge for this project was the development of new cleaning products for home cleaning. The theme we used was strategies, or the different ways people use to solve a problem. And we thought about the experience and challenges of home cleaning. What we observed. During the course of the day people used things like dish rags and paper towels to deal with small messes as they occur. Cleaning products were used more for planned events, which led to the insight. People lack product tools for supporting opportunistic or unplanned cleaning, which occurs much more frequently than planned cleaning. By using the structure of themes, design innovators can constructively develop insights in a way that is rooted in observational truths. Which the team can always go back and refer to if needed. Keep in mind, we still haven't come up with solutions. Insights simply eliminate a rich area of opportunity which becomes the springboard for ideation. Writing grade insights can be challenging, and Martha Cotton is going to talk about the characteristics of a good insight. >> So now let's consider what exactly makes for a good insight. Knowing that part of your job is to curate the observations and synthesize the facts into compelling and intuitive narratives, you must be mindful that those narratives are your insight. And they must be compelling on several different levels. A framework for the development of your narrative insight would be the simple acronym IRA. It's really quite handy. I, stands for interesting. Does it command attention and rally the team? R, stands for relevant. Does it connect to the user? And A, stands for actionable. Is it generative, with respect to developing solutions? Remember, a robust insight is a tool. It illuminates a fresh grasp on a previously undiscovered or an insufficiently understood phenomenon, and points to a clear opportunity. >> Now that you know how to translate your observations and insights. In the next video, we discuss how to generate compelling ideas from those insights. [MUSIC]
