What is design insight？
In Pechakucha last week and in this week’s class, the teacher mentioned insight to us several times. By browsing websites and reading relevant materials. I learned that insight is fundamental to the design and innovation process, where insight is the breakthrough that reveals patterns of behavior and drives bold decisions. Information is usually gathered through tests.
Insights should also follow its design principles and processes. For example, when starting a project, one should first set up a background, simply observe people’s behaviors, thoughts and feelings in a particular situation, but most importantly explain what they are doing and what they are trying to achieve. Identifying the target audience, figuring out what you want to achieve for that audience, and how it feels is the key to design insight. Understanding users’ pain points and obstacles to achieving their goals are the most powerful moments of insight and emotional connection. Next, look for the different relationships between physical, emotional, cognitive, and environmental factors to discover the underlying motivations for users’ actions and their needs to come up with solutions. Finally, what kind of emotion and experience should be conveyed on behalf of users through this design, and envisages an ideal situation for the target users.
As for the theme of “Conscious Consumption” chosen by me in project 4, I hope to start from “HOW MIGHT WE” and figure out what kind of emotions and problems I want to bring to my target users after identifying them, so as to transform the design insight into an operable creative process. To understand my design motivation and users’ pain points and needs, so as to guide me to find better ideas and put forward more creative design points and solutions.