summary for busy people
First, I map needs, problems and habits or your clients with methods like:
Then I translate my findings into
so your marketing and product depts can build on the insight.
Finally, I propose ready-to-apply recommendations or I prototype it:
Founders might have an impeccable feeling for the market. Newcomers don't.
How to share your intuition with the whole team?
Tl,dr: You don't. Your intuition is probably biased. That might have been fine when you were tiny, but now it can lead to fatal flaws in decision-making. Audit what insight you have and start building a proper foundation of knowledge.
Let's use your intuition as a starting point for serious research of what your clients want, how they make decisions, which alternatives they perceive and what makes them pay you money.
A perfectly good alternative to investing into
Check if people will buy your new product or service before you actually launch it.
Research and prototyping can save you a lot of money in the long run. Kill bad ideas as soon as you can, and find how the good ones can make the most impact on your business.
You might find out what resonates with your target audience by guessing. But I'd be very surprised.
Research and prototyping can save you a lot of money in the long run. Kill bad ideas as soon as possible, and fin how the good ones can make the most impact on your business.
Don't fix what is not broken.
Map the pain points and find proper solutions.
Before you can improve the experience, you have to know where the pain points are. Your point of view might differ from what customers experience. You may easily mistaken a tiny problem for a crucial flaw, and misdirect your resources to fixing something that customers don't see as broken.
De-bias your intuition with robust methodology. You can't read their minds but I can get you pretty close. I combine behavioural science with human-centred design to help you understand & react appropriately.
Knowing how your clients think, feel, and behave is the key to excellence. Behavioural science captures universal tendencies, human-centred design solves your unique challenge. Both methods find your clients' needs and wishes and find ways to fulfil their expectations. Both approach customer behaviour systematically. Boost your business by applying research on motivation, identity, and decision-making.
Looking for more inspiration? These are my three go-to resources:
TiSDD Method Library. Great co-creation exercises.
Ogilvy Behavioural Science Annual. Perfect case studies.
Choice Hacking blog. BS in your daily life explained.
👀 Read my articles about behavioural science in design in Behavioural Science Club or listen to a podcast episode where I talk about behavioural science in UX and event management.