In my last blog I talked about the Magic of Empathy. There is a great gift empathy provides as part of that magic: it reveals deep insights that previously were obscured. With design thinking, and empathy in particular, these insights become clear. Sometimes they even seem obvious–of course always after their discovery! I have seen the insights from design thinking work be considerably more powerful than insights gleaned from a typical consumer understanding approach.
What makes them special? Well, they are all T.H.A.T.
- Represent a consumer TRUTH
- Touch the HEART
- Enable ACTION
- Represent TENSION previously unknown or not understood.