Overview

In the following sections, we will go into more detail about how to practice using the loop. We will explore each stage:

Observe,
Reflect, and
Make.

In the design thinking process, remember that we are actively avoiding assumptions. While you may think you know what the problem or challenge is, it's important to step back, understand your user's experience, and empathize with their challenges. Doing so may reveal that the problem, or the solutions, are not what you assumed them to be.

With this in mind, let's start with the first part of the loop: Observe.

Observe

A white infinity loop with the Observe phase of design thinking highlighted.

"Observe" includes observing the people who are representative of those relating to your challenge.

This provides necessary information to:

understand the users,
empathize with their experiences, and
understand their unique situation.

Again, this allows us to avoid assuming that we understand the problem.

Industry Insight

"Remember that at the end of every string of decisions, there's a human being whose life you're impacting in some way. Everything we create and deliver is in the service of some human experience, even if your role is deeply technical or part of a corporate process. Asking yourself how this will help the human person who is going to be engaging with your solution is almost always a great place to start. I have never met a manager who thought starting with the human experience was a bad idea."

David Stewart, Senior Manager, Innovation Strategy & Emerging Technology
Honours Bachelor of Arts, Economics, University of Toronto

Observation Methods

Some observation methods include: ethnographic observation, structured interviews, and audio or video recording. Not all tools are required to effectively observe your users - how you use the tools below, and which ones you choose, depends on the nature of the user, the context, and your approach as a design thinker.

Some Observation Methods and Their Descriptions
Method	Description
Ethnographic observation	Ethnographic observation refers to observing the user and then capturing what they do and say in their natural habitat. This is the most unbiased and powerful method of collecting user data.
Structured interviews	Structured interviews are effective for probing what users say, think, and feel about a situation. It's often good to use both observation and structured interviews to get the best of both methods.
Audio or video recording	Methods of recording, such as audio or video recording, can be used in conjunction with the tools above to capture your observations.

Your Assignment

As part of your assignment in this module, your team will be required to submit an empathy map on a user you observed. You can either conduct an interview with a user, or simulate an interview within your team to practice the observe and reflect stages. Since design thinking is fundamentally concerned with users, conducting a real interview would be extremely beneficial to your project; however, roleplaying a simulated interview will help you get in the mindset of your users and consider what they experience in relation to your challenge topic. You can read more about this in the Design Thinking Package assignment.

Research Ethics

Notebook with pen, and beside it a message pinned "Research Ethics"

It is vital to practice consideration, respect, and empathy when researching.

Always ask for consent.
Be clear about how you are using the information that you collect, including who it will be shared with.
Remember to make sure your participant remains anonymous in your final project to protect their identity.
You might also want to share back with your users at the end of the term or year - what is your final SI Challenge and how did their participation help?

Reflection

Previously you identified potential key users that are impacted by your SI Challenge topic. Take a moment to identify two questions you might ask your user in a "structured interview" approach.