...the market, the client, the technology, and the perceived constraints of the problem. They observe real people in real-life situations to find out what...what confuses them, what they like, what they hate, and where they have latent needs not addressed by current products and services. For example, if they...

...challenged, but it is important to understand them at the start. • Observe real people in real life situations to find out what makes them tick: what confuses them, what they like, what they hate, if they have latent needs not addressed by current products and services. • Visualise new-to the-world...