Dive into Discovery: Uncovering Insights with Human Centred Design (HCD)

Uncover a goldmine of insights to create products and services that truly resonate​.

You will:‍

  • Uncover hidden needs, motivations, and challenges through research.
  • Collect meaningful insights to design solutions customers will love.
EXPLORE

Welcome to the “Discover” Phase: Unearth the Insights that Drive Success!

Hey there, explorer! Ready to dig deep and uncover the goldmine of insights that will propel your business to the next level?

Welcome to the “Discover” phase of Human Centred Design (HCD), where we get to the heart of what really matters—understanding your customers, their needs, and the challenges they face. Discovery is all about gathering the right information to make informed decisions. It’s not just about collecting data; it’s about discovering the stories, motivations, and behaviours that will guide your journey. Whether you’re starting from scratch or refining an existing product or service, the insights you gain here will set the foundation for everything that follows. So grab your shovel—we’re about to dig in!

Why Discovery is Your Secret Weapon

In the fast paced world of startups and scale-ups, it’s tempting to jump straight into building solutions. But without a solid understanding of your customers, you’re just guessing. The “Discover” phase ensures that you’re not only solving the right problems but also creating solutions that resonate with your audience.

Uncovers Hidden Needs:

What your customers say they want isn’t always what they need. Discovery helps you uncover those deeper, often hidden, needs that can inspire truly innovative solutions.

Informs Decision-Making:

With robust insights, you can make decisions with confidence, knowing they’re based on real data and not assumptions.

Saves Time and Money:

By understanding your customers from the get-go, you can avoid costly missteps and focus on creating what will actually deliver value.

Creating a Rock-Solid Research Plan

Before you start gathering data, it's important to have a plan. A research plan keeps you focused, ensures you're asking the right questions, and helps you use your time and resources efficiently.

Define Your Objectives:

What do you want to learn?

Start by clearly defining your research objectives. Whether it’s understanding customer pain points or validating a new concept, having a clear goal will guide your entire process.

Choose Your Methods:

Decide whether you’ll use qualitative, quantitative, or a mix of both. Based on your objectives, choose the methods that will best help you gather the insights you need.

Remember, you don't need to do everything—focus on the methods that will give you the most bang for your buck.

Identify Your Participants:

Who are you going to talk to?

Identify your target audience for the research. This could be your current customers, potential users, or even internal stakeholders. The key is to get diverse perspectives that can provide rich insights.

Develop Your Questions:

What do you want to ask?

Whether it’s for an interview or a survey, craft questions that are open-ended(for qualitative research) or specific (for quantitative research). Avoid leading questions—keep them neutral to get honest, unbiased responses.

Plan Your Timeline and Budget:

How long will it take?

How much will it cost? Map out your research timeline and budget, keeping in mind the resources you have available. Prioritise tasks based on their importance to your objectives.

Case Study: How Spotify Used Discovery to Fine-Tune Their Experience

When Spotify was looking to improve user experience, they didn’t just rely on analytics. They conducted extensive qualitative research to understand how users interacted with their platform.

By combining this with quantitative data, they uncovered that users wanted a more personalised experience with better music recommendations. These insights led to features like Discover Weekly, which quickly became one of Spotify’s most beloved features.

The lesson? Robust discovery can lead to innovations that delight your users and set you apart from the competition.

Guided Activity: Create Your Discovery Plan

Let’s put your research hat on and start planning your discovery phase!

1

Step 1: Set Your Objectives

What do you want to learn? Write down 2-3 clear objectives for your research. Keep them focused and aligned with your business goals.

2

Step 2: Choose Your Methods

Decide whether you’ll use qualitative, quantitative, or a mix of both. Think about what will give you the most actionable insights with the resources you have.

3

Step 3: Outline Your Questions

Draft your research questions. For qualitative methods, keep them open-ended to encourage detailed responses. For quantitative methods, make them specific and measurable.

Pro Tip: Don’t get overwhelmed—start small!

Even a few well-planned interviews or a simple survey can provide powerful insights to guide your next steps.

Hacks for Efficient Discovery
(Even with Limited Resources)

You don’t need a massive budget or a research team to get valuable insights. Here are some smart hacks to make your discovery process efficient and effective, even on a tight schedule:
  • Use Free Tools: Leverage free or low-cost tools to conduct your research. For surveys, try Google Forms or SurveyMonkey. For qualitative analysis, tools like Otter.ai can transcribe interviews quickly, saving you hours of manual work.
  • Tap into Existing Data: Don’t reinvent the wheel!

    Checkout existing research, industry reports, or even customer reviews online. This secondary research can provide a wealth of insights with minimal effort.
  • Run Lean Experiments: Short on time?

    Use lean experiments to quickly test assumptions. Create a simple prototype or mockup, then gather feedback through quick interviews or online surveys. You’ll get valuable insights without a lengthy research process.
  • Social Media Listening: Your customers are already talking—are you listening?

    Use social media platforms to see what people are saying about your industry, competitors, or even your brand. Tools like Hootsuite or Brandwatch can help you track relevant conversations.
  • Guerrilla Research: Guerrilla research is all about being scrappy and resourceful.

    Head to a coffee shop or public space, even your own social media, and ask people for their quick thoughts on your idea. It's fast, free, and can uncover surprising insights.

You’ve completed the Discover Section:
Time to Create!

Woohoo! You've nailed Discovery!
‍
You’ve gathered meaningful insights that will shape the way forward. Now you know what really matters to your customers, and you’re ready to build solutions that truly hit the mark.

Let’s go! Up next: Create—where you’ll dive into ideation, brainstorming bold solutions to address your customers' needs​.
GO TO CREATE

Get the latest right in your inbox. We promise to keep it interesting!

Success! You’re In! Thanks for subscribing! You’re now on the inside track for all things Human Centred Design. Expect exclusive tips, tools, and updates delivered straight to your inbox to help you design solutions that your customers will love.

Stay tuned—exciting things are coming your way
Oops! Something went wrong while submitting the form.
TIK TOK
INSTAGRAM
FACEBOOK
hello@umano.design
site by tenpineapples.studio
BACK TO TOP
UMANO All rights reserved ©2024
SAY HI :)