This excerpt from Creative Confidence by IDEO Founder David Kelley and IDEO Partner Tom Kelley lays out the creativity challenge of the customer journey map as a way to gain new insights and develop empathy with your customers.
Posts tagged "design research"
We sat down with IDEO Partner Emeritus and Executive Design Director Jane Fulton Suri to hear about her experiences and insights as a pioneer of human-centered design and empathy in design research.
Having recently joined IDEO, I was fascinated by the way design researchers can enter any situation, and instantly make people feel at ease. They can interview anyone, from wounded veterans to wedding planners, and encourage them to open up and share their unfiltered opinions.