You have to immerse yourself in the problem

1. Practicing Empathy
2. Observation
3.  Interviewing

1. Iterate - Measure - Learn 
2. Learn About Unmet Needs

1. Feasible
2. Viable
3. Desirable 

1. Empathy 
2. Define 
3. Ideate 
4. Prototype 
5. Test and Implement 

1. Customer Unmet Needs 
2. Diverse Voices in solution 
3. Lower risks and costs 
4. Easier to kill the creative ideas than to kill the incremental ones.
5. Employee buy-in.

1. Past, Present, and Future
2. Three Types of Research
3. generative : Find the New; Needs 
4. evaluative : Feedback; iterate Forward 
5. validating : Current happening

1. Allow users to Drive Experience 
2. Agile - Lean - Iterative - MVP 

1. Start to Gather Insights
2. Build Scrappy Prototypes 
3. Turn Problems into Questions 
4. Research to Understand 

Edward De Bono 

Great Book for Ideation 

challenging assumptions

1. Suspend Judgment
2. Creative Crazy 
3. Recombine Remix 
4. Different people 

1. User / Human Centered : 
2. Flexibility : Embrace Change : Perpetual Beta 
3. Creative Energies: Propel Innovation 
4. Doing Centric

1. What your users do, say, think, and feel.
2. What are their Outcome Expectations 
3. ‘what motivates or discourages users?’ 
4. ‘where do they experience frustration?’ 

Suspend judgment 

1. Go Wild! 
2. Up Creativity Before Down Selection 
3. Avoid Local optimas and Sequence Time Bias 
4. Prototype Test Refine 
5. Iteration 
6. Fail Fast Learn Faster 
7. Implement

1. JTBD: jobs to be done 
2. needs; unmet Needs >> Opportunities 
3. common patterns Across Users 

Google method to generate and scale ideas

1. Experiment 
2. Measure / Learn 
3. Share 
4. Scale 

1. What are the components to the solution
2. Tactile / Modules / MVP 

If you have always done it that way, it is probably wrong.