As design thinkers, the problems we are trying to solve are rarely our own—they are those of a particular user; in order to design for the user, we must build empathy for who they are and what is important to them. . . .

The best solutions come out of the best insights into human behavior. . . .

We engage to…

  • Uncover needs that people have which they may or may not be aware of
  • Guide innovation efforts
  • Identify someone to design for
  • Discover the emotions that guide behavior

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