Qualitative user insights from design research don’t fit excel sheets often used by market intelligence or business intelligence departments. User insights are about experiences of people in their everyday lives and need different ways to be exposed within companies.
This talk presents a case study in which contextmapping and ODI (an Outcome Driven Validation of user needs method) were applied simultaneously and insights were merged. The aim was to deliver inspiring and validated insights to the client, based on in-depth user research, to steer innovation strategies. In this talk, Froukje will reflect on this combined approach by showing what worked and didn’t work.
Thu 8 March