Developing an understanding of users through an insights generation model : How insights about users can be generated from a variety of sources available in an organization

Abstract: User centered design is a process which aims to understand user needs and desires by using different tools and methods. This is challenging in the industry as companies have different goals compared to the academic discipline of user centered design. As companies have different goals, common UCD methods which are used in the academic field are often not used. Therefore, there is a gap in how UCD is done in practice compared to theory. Designers and user experience specialists must use the tools which are available, capitalize on the opportunity to use existing resources in the organization in order to understand users and their needs. Insights explain the why and the motivation of the consumer or user, and they are less apparent and intangible, hidden truths that result from continuous digging. Insights can be draw from several different sources, from data and qualitative sources. This thesis investigates from what available sources in an organization can insights be generated from in order to understand users and design better experiences, specifically from the organizations perspective. The purpose is not only to understand users but to drive the organization’s objectives and goals. This thesis uses an innovative collaborative workshop methodology, working with digital designers, to answer the research questions and as a result presents an insights generation model. The research has been specifically conducted for an organization, and from their available sources, but the methodology and model creation has the potential to be used in similar settings, domains or projects.