Unveiling the Hidden Gems of Design Thinking: Insights

by X | @rali2100 - Linkedin|R Ali

2023-11

Case Vignette

Embarking on a project to improve online learning, you recognize the importance of insights to understand complex challenges and develop effective solutions.

This sparked your interest in exploring the concept of insights and its relationship to data, information, and knowledge. You're eager to learn how to uncover insights and integrate them into the design process.

Decoding Insights: A Journey of Discovery

Insights represent a profound understanding of a situation, deeply rooted in human-centred perspectives. They often reveal hidden, unmet needs, carrying significant psychosocial dimensions. Derived from meaningful connections between situational information and users' emotional, cognitive, and social aspects, insights illuminate the true essence of human behaviour.

Metaphorical Explorations: Unearthing Hidden Gems

To grasp the elusive nature of insights, consider the metaphor of a miner painstakingly excavating rock layers to uncover precious stones. Similarly, we navigate the depths of human behaviour, meticulously seeking insights that, like gems, are rare and valuable, possessing the power to illuminate our understanding of the world.

Peeling Back the Layers: Unveiling Hidden Truths

Another metaphor aptly describes insights as the layers of an onion. As we peel away the onion's outer layers, we reveal its true essence. In a parallel fashion, through the systematic gathering and analysis of data, we peel back the layers of human behaviour, uncovering the deeper motivations that drive people's actions.

Insights in Action: A Medical Education Example

Consider the example of students in remote learning settings who often feel disconnected from their in-person peers. They may perceive a diminished ability to contribute effectively to the learning process, fostering feelings of isolation, frustration, and a lack of belonging. These perceptions can negatively impact their academic performance and overall well-being, contributing to a decline in student engagement and motivation.

Insights 

1. Remote students need more opportunities to interact with their instructors and peers in meaningful ways that foster a sense of community and belonging. How might we design remote learning experiences that promote social presence and collaboration among students and instructors?

2. Remote students may feel less motivated and engaged in their learning when they perceive that they are not valued or recognised for their contributions. How might we provide remote students with timely and constructive feedback that acknowledges their efforts and achievements?

3. Remote students may face additional challenges and barriers that affect their ability to access and participate in remote learning, such as a lack of reliable internet, devices, or a conducive learning environment. How might we address the digital divide and ensure that remote students have equitable access to the resources and support they need to succeed?

Taking the first example 

• Hidden truths about human behaviour: The insights highlight the importance of social interaction and a sense of community for effective remote learning, which may be later apparent from traditional educational approaches.

• Novel and challenging assumptions: The insights challenge the assumption that remote learning can only be effective with a strong focus on social connection and belonging.

• Fresh perspectives: The insights offer a new perspective on remote learning design, emphasizing the need for more intentional and creative approaches to fostering social interaction and collaboration.

• Informative, inspiring, and memorable: The insights are instructive in that they provide a clear understanding of the problem, inspiring in that they suggest new possibilities for improvement, and unique in that they capture the essence of the challenge.

• Actionable "How might we?" statements: The "How might we?" statements generated from the insights are actionable and can spark creative thinking and lead to innovative solutions.

• Grounded in data and subjectivity: The insights are grounded in the understanding of human behaviour and the potential of technology to enhance social interaction while also acknowledging the subjective nature of human experiences and the need for a thoughtful and intentional approach to design.

Harnessing Insights: Empowering Design Thinking

Insights serve as tools in design thinking, enabling designers to:

1. Empathize with users: Insights provide a deeper understanding of users' needs, motivations, and challenges, fostering empathy and a user-centred approach.

2. Identify unmet needs: Insights reveal hidden needs that may not be explicitly expressed, leading to innovative solutions that address these underlying issues.

3. Frame the problem effectively: Insights help reframe the problem from a user-centric perspective, ensuring that solutions are tailored to address the root causes.

4. Guide ideation: Insights inspire creative solutions by providing a deeper understanding of users' contexts, behaviours, and aspirations.

5. Evaluate prototypes: Insights inform the evaluation of prototypes, ensuring that solutions align with users' needs and expectations.

Features of insights 

• Insights are hidden truths about human behaviour that reveal the underlying motivations driving people's actions.

• They are usually novel and challenge our assumptions about the world.  They provide fresh perspectives. 

• Insights are informative, inspiring, and memorable.

• Insights can filter out irrelevant information and guide ideation towards what truly matters.

• Insights can be rephrased into actionable "How might we?" statements that spark creative thinking and lead to innovative solutions. 

• Data provides a tangible foundation for understanding consumer behaviour, while insights go beyond the surface to forge meaningful connections between disparate data points.

• Insights can be grounded in data but often involve a degree of subjectivity, including a psychosocial dimension, reflecting the nuances of human behaviour.

How to find insights using the design thinking process

1. Gather Knowledge: Begin by thoroughly reviewing existing research and case studies to gain a comprehensive understanding of the field.

2. Deepen Empathy: Immerse yourself in your users' experiences through conversations and interviews to gain a deeper understanding of their needs and challenges.

3. Synthesize Information: Distill the gathered information from research and user interactions to identify key patterns and connections.

4. Collaborate for Insights: Work with your team to brainstorm and identify novel links between information that may lead to new insights.

5. Spark Ideas through Ideation: Engage in ideation sessions to push boundaries, challenge assumptions, and generate fresh perspectives that may spark valuable insights.

6. Prototype and Gather Feedback: Create prototypes to test and refine your ideas, gathering feedback from both the team and users to gain valuable insights into the effectiveness of your solutions.

7. Refine through Iteration: Continuously refine your insights through an iterative process of gathering feedback, adapting your ideas, and testing again until you arrive at the most effective solutions.

THRIVE (a design company) suggest Key Characteristics of Insights that form a working definition

1. Unveiling Fundamental Truths: Insights go beyond surface-level observations and delve into the deeper reasons behind people's actions and choices. They reveal the "why" behind human behaviour, uncovering the underlying motivations that drive people's decisions.

2. Challenging Conventions: Insights challenge our assumptions and preconceived notions about the world. They disrupt the status quo and open new possibilities for innovation and change.

3. Fresh Perspectives: Insights provide a new lens through which to see the world. They help us understand consumers from a fresh perspective, allowing us to better connect with their needs and aspirations.

4. Underlying Motivations: Insights uncover the hidden forces that influence people's actions. They reveal the emotional, psychological, and social factors that drive behaviour, enabling us to create products, services, and experiences that truly resonate with consumers.

THRIVE suggests five steps to identifying insights 

1. Set the Stage: Paint a picture of the user's current situation, actions, thoughts, feelings, and goals.

2. Identify the Problem: Pinpoint the challenge or obstacle that hinders your user from achieving their goals.

3. Uncover the Root Cause: Delve into the underlying reasons for the problem and the factors contributing to it.

4. Dive into Motivations: Discover your user's deepest desires and needs within that context, understanding what drives them to act.

5. Envision the Ideal: Describe your user's vision for an improved situation and their ideal solution.

IDEO (a design company) suggests three qualities of good insights 

1. Informative: A good insight sheds light on the unmet needs and aspirations of people. It goes beyond surface-level observations and delves into the deeper reasons behind their actions and choices. For instance, an insight might reveal that people don't just want a faster phone; they crave a more efficient and productive lifestyle.

2. Inspiring: A good insight ignites a spark of motivation, prompting action and creative solutions. It challenges our assumptions and opens up new possibilities. Imagine an insight that suggests that people are drawn to products that evoke a sense of nostalgia or emotional connection. This insight could inspire a marketing campaign that taps into these emotions and resonates deeply with consumers.

3. Memorable: A good insight is phrased in a way that sticks with you and is easily shared with others. It's concise, impactful, and easily digestible. Think of an insight that reveals that people are more likely to trust recommendations from friends and family than from traditional advertising. This memorable insight can inform marketing strategies and guide product development.

These three qualities – informative, inspiring, and memorable – are the cornerstones of powerful insights. By cultivating these qualities, we can uncover hidden truths about human behaviour and transform them into actionable tools for innovation and positive change.

Comparison of data, information, needs, insights, and wisdom 

Wisdom and insights are valuable assets that help us make better decisions and live more fulfilling lives. However, there are some key differences between the two.

Wisdom is a broader concept that encompasses knowledge, experience, and understanding. It is the ability to see the big picture, to make sound judgments, and to offer sage advice. Wisdom is often acquired over time, through learning from our mistakes and successes, and from observing the world around us.

Insights, however, are more specific moments of clarity or understanding. They are often realizations that help us see things in a new light. Insights can come from anywhere – from reading a book to watching a movie to having a conversation with a friend.

References

Hollister, B., Nair, P., Sloan Hill-Lindsay and Chukoskie, L. (2022). Engagement in Online Learning: Student Attitudes and Behavior During COVID-19. Frontiers in Education, [online] 7. doi:https://doi.org/10.3389/feduc.2022.851019. 

Quinn, C. (2018). Why Generating Insights is an Important Skill. [online] IDEO U. Available at: https://www.ideou.com/blogs/inspiration/why-is-generating-insights-an-important-skill  [Accessed 6 Nov. 2023].

Thrive. (2023). What Is Insight? The 5 Principles of Insight Definition - Thrive. [online] Available at: https://thrivethinking.com/2023/01/06/what-is-insight-the-5-principles-of-insight-definition/  [Accessed 6 Nov. 2023].