IDENTIFY EXTREMES
Insights can spring from everyday needs, but they won’t necessarily inspire radical breakthroughs. Extreme behaviours help us see differently. We use extremes to stretch beyond the obvious and think about the outliers – those who can stretch our thinking and inspire breakthrough ideas.
– Source: Extremes Workshop to identify lenses ALStarr75
Get specific – Think about situations or temporary conditions. As you brainstorm potential extreme users, go beyond demographics or profiles to think of concrete examples of people (or situations) you might find in real life.
Think about moments or behaviours. For example, a mother with two kids might not be “extreme,” but a mother with two screaming kids in the middle of a traffic jam is an extreme moment worth investigating.
Consider both ends of the spectrum – With each extreme you note, consider what spectrum(s) they lie on and who might be on the other end of that spectrum. It’s just as valuable to meet with someone who is deeply experienced/savvy around a topic as it is to meet with someone who is a complete novice.
Brainstorm with colleagues – I rarely do this step alone… Working with teammates at this point can help push your thinking and nudge you along when you think you can’t possibly think of another extreme user example.
Looking through lenses to find extremes...
Describe typical users to come up with lenses
-
What are their demographics (e.g., age, environment, family income, life stage, culture)?
-
What are their behaviours (e.g., level of expertise, ability, preferences, routines, social needs, motivations, distractions, things they do or say)?
Identify extreme users
Use the lenses you created to identify extreme people or behaviours related to your project challenge. Take one lens (e.g., level of expertise), imagine stretching it along a continuum, and then identify people and behaviours at the fringes.
Why not read Design Thinking - Interviews >