Insight
A new, well-grounded interpretation about people and their context that explains why they do what they do and opens design opportunities.
What problem it addresses
Helps distinguish the data from what it means, which is what really guides design.
An example
What the team learns about how people watch series.
The finding describes what happens; the insight explains why it matters and where the friction is.
Why it happens
Start from observed facts, never from assumptions.
Connect several findings until a common motive emerges.
Phrase it as desire and friction: what the person wants and what stops them.
Applications in design
Use it like this
Write each insight in one sentence: what the person wants and what stops them.
Avoid
Calling a piece of data or a team opinion an insight.
Don’t fall for it
If an insight is only a hypothesis, validate it before designing from it.
Finding ≠ insight
What the research says
Data, percentages and trends aren’t insights: an insight interprets the facts and moves from specific stories to ideas that hold for many people (IDEO.org, 2015).
Debated evidence. There is no single formula for writing insights; desire and friction is one of the most widely used in practice.
Connections
Authors and works
- 2015
IDEO.org
Described how to move from people’s stories to insights in The Field Guide to Human-Centered Design.
- 2010
Jon Kolko
Placed insights within design synthesis.
Sources
Original sources
- Kolko, J. (2010). Abductive thinking and sensemaking: The drivers of design synthesis. Design Issues, 26(1), 15–28. View source: Kolko, J. (2010)
Secondary sources
- IDEO.org (2015). The field guide to human-centered design. IDEO.org.
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