chapter  9
6 Pages

Design for solutions

In the research phase of design solving, once you have identified your customers (not only the stakeholders, but internal and external customers, as well as the ultimate consumers of your services), you need to determine what problems they are trying to solve. With this insight, the fact that customers are looking for a solution to various problems (which they may not be able to fully explain), rephrase the question and answer; for example, a person doesn’t want a quarter-inch drill but a quarter-inch hole. Christensen et al. (2006) describe it as jobs to be done in the example they use of identifying what a morning commuter wanted a milkshake for.