On September 1, 2021 Dr. Klaus Reichert welcomed me in his „Smart Innovation“ podcast. I introduced his audience to SUGAR/Service Design Thinking and reported on our experiences in conducting effective needfinding. By needfinding we mean identifying the needs of members of a target group that are important to address when creating new solutions, products or services for them.
In the talk, we introduce five categories of needfinding techniques: observing, interviewing, engaging, netnography, need mining (AI-supported analysis of social media posts). However, we primarily focused on engaging in terms of conducting (self-)experiments to improve user empathy.
To put needfinding into context of the Design Thinking process as practiced in the SUGAR program please check out the Methodology section of this website.